Phlur raises $6m in new funding round to support business growth

Phlur has raised $6m in a funding round led by global fragrance supplier Symrise.

Following its investment, Symrise Global scent and care president Achim Daub will join Phlur’s board of directors together with Next Coast Ventures co-founder and managing director Tom Ball and the UNTUCKit interim CMO Jennifer Olsen.

This is Symrise’s first-ever investment in a fragrance brand.

Phlur has raised a total of $12m in funding so far and will spend the proceeds to expand its business, diversify marketing activities, roll out new distribution channels and expand the business into body care.

Phlur founder and CEO Eric Korman said: “We’ve been incredibly fortunate to work with Symrise and its team of world-renowned perfumers since our inception.

“We’re thrilled to be taking this next step in our relationship with Symrise, one that provides further alignment and validation of our model, as well as the capital investment to continue on the aggressive path we’ve laid out.”

Launched in 2016, Phlur provides “an online discovery experience, paired with a novel at-home sampling programme, to provide customers with the time and space to find the fragrances they love”.

Phlur posted fivefold rise in its revenue in 2017, acquired more than 35,000 paying customers, and expanded its core offering with the launch of premium scented candles.