Los Angeles-based beauty brand incubator and investor, The Center, is expanding its brand portfolio with the acquisition of Phlur, the clean fragrance company.
“The former owners of Phlur did a phenomenal job at building awareness and were really pioneers in the concept of transparency in fragrance,” said Ben Bennett, founder of The Center.
Phlur was originally launched in 2014 by husband-and-wife Eric and Cynthia Korman out of Austin, Texas.
“Phlur was really one of the first brands to say, you know, ‘We understand that this essentially gives other perfumers the recipe to re-create our fragrances, but we’re OK with that. We think it’s more important to fully disclose every ingredient in our products including in the construction of fragrance oil,’” said Bennett.
Bennett originally cofounded HatchBeauty Brands but ended up selling his stake to Lion Capital LLP in April 2019. In the same year, however, Bennett launched his latest venture, The Center, which was built to incubate beauty and wellness brands “from scratch” or revive and prepare them for the next phase.
Phlur is known to also produce candles and body care products and all its products are cruelty-free, vegan, sustainably sourced and packaged using recycled materials. Phlur products are currently sold at retailers such as Credo and Sephora as well as online at Phlur.com.
“Our hope is to broaden the relationship that we have with our retail partners, and to expand distribution,” said Bennett.
Phlur joins a small portfolio of brands that include Naturium, Make Beauty, and an undisclosed brand currently in the works, according to Bennett.
Bennett also hopes to continue down the direct-to-consumer (DTC) route and enhance brands by building up their digital footprint.