This New Perfume Brand Is Giving My Byredo Favourites a Run for Their Money

I am a total sucker for perfume. I know it, everyone who knows me knows it, and everyone who reads my reviews knows it, too. While this might sound like a totally normal statement for a beauty editor to make, in my case, things are particularly severe. I own nearly 100 bottles of the stuff. And while I don't (and wouldn't) wear all of them, I couldn't possibly bring myself to part with a single one. You see, I surround myself with fragrances all day long, so I appreciate great perfumes so much that, even when they don't appeal to my personal tastes, I like to keep them and smell them from time to time.

To me, a great perfume (whether it's citrusy, woody, or sweet) is one that evokes emotion. It might make you want to scrunch your face up in a tight ball, but if a perfume gets an overwhelming response out of you, I think it's doing the right job. The very best perfumes make you feel something. And it's for this reason that I don't give time to perfumes that champion specific notes—I want my perfume to swaddle me up in a blanket of nostalgia and sentiment. So when I first heard about the new kid on the block, Phlur, I was intrigued.


(Image credit: @SHANNONLAWLOR)

I stumbled across Phlur on TikTok when U.S. creator Mikayla Nogueira went viral after describing the brand's Missing Person Eau de Parfum as "like a person that you love and that you miss." Within five hours, the perfume had sold out and racked up a a hefty waiting list. Now that is a perfume that evokes emotion. I had to try and get my hands on it. Sadly, Phlur wasn't available on British shores.

But I have some news: It's finally here. It launches exclusively in Selfridges this week (it will be in store from 3 October), and I have managed to get my mitts on the entire collection. Founded by entrepreneur and influencer Chriselle Lim, Phlur champions fragrances that have been specially crafted and blended to evoke intimate memories, tell a story and communicate a specific mood. While not a perfumer herself, Lim has enlisted the help of superstar perfumers to create each scent. I'm talking the noses behind Le Labo Santal 33, Byredo Gypsy Water and Glossier You, to name just a few.


(Image credit: @MIRANDAKERR)

Miranda Kerr is a fan of Phlur fragrances.

What's shocking is that, after snagging all of Phlur's fragrances, I want to keep every single one—all nine of them. And I actually want to wear every single one. The bottles are understated and chic, giving off slightly more colourful Byredo vibes, which is something I want to touch upon while we're here. Despite the fact that I'm not a daily wearer of Byredo (I keep Blanche, De Los Santos, Open Sky, Violet Haze, Gypsy Water and Mojave Ghost in my collection), the brand's ability to evoke emotion and memory through scent really has set a precedent for how a great perfume should be crafted. And while I fully appreciate every single Byredo perfume out there, I can't say I'd wear all of them. In fact, I wouldn't wear every fragrance from any perfume brand—except for Phlur.

If, like me, you've also found yourself intrigued by Phlur's new presence in the UK beauty world, keep scrolling for a very honest review of each of its perfumes.

1. Phlur Missing Person Eau de Parfum

2. Phlur Phloria Eau de Parfum

3. Phlur Not Your Baby Eau de Parfum

4. Phlur Phloria Eau de Parfum

5. Phlur Hanami Eau de Parfum

6. Phlur Somebody Wood Eau de Parfum

7. Phlur Sandara Eau de Parfum

8. Phlur Apricot Privée Eau de Parfum

9. Phlur Lost Cause Eau de Parfum

Next up, these are the best perfumes of 2022, according to beauty experts.

Freelance Beauty Editor

Shannon Lawlor is a renowned beauty journalist and has contributed to Who What Wear’s beauty content since 2020. As a leading beauty editor, expert and brand consultant, she has over eight years of experience working for some of the industry’s most esteemed titles, including Who What Wear (of course), Glamour UK, Stylist, Refinery29 and Fabulous.

Having also worked behind the scenes with some of the industry’s biggest brands and retailers, Shannon has a unique insight into what people really want from their beauty routines. Understanding that beauty lovers seek honest, open and responsible advice, she has it made her mission to demystify the intimidating world of beauty, taking a no-frills approach to the most relatable topics.

While Shannon is the first to admit she doesn’t hold the answer to every beauty question out there, she is dedicated to sharing her expert insights in a bid to help. As a self-proclaimed lazy girl, Shannon has an affinity for easy-to-use, foolproof beauty products and has made it her mission to scope out the best of the best.

When she’s not working, Shannon is likely soaking in the bath or giving no-holds-barred beauty reviews on Instagram from her bathroom floor.