A Fashion Blogger Turned a Dead Fragrance Brand Into $150 Million in 3 Years (Here's the Formula)
Why Every Brand Scrambling for Creator Partnerships Should Study the Chriselle Lim Playbook
In 2021, beauty incubator The Center bought the failed fragrance brand PHLUR for what industry insiders call "a nominal sum" basically pennies on the dollar. The brand was dead. No buzz. No sales. No future.
Three years later, PHLUR just sold to TSG Consumer Partners (the firm behind E.l.f. and Huda Beauty) with sales surpassing $150 million.
The differen…
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