How Phlur Rebuilt Fragrance for the TikTok Era (And What Every Brand Can Learn)

Fragrance didn’t suddenly work online—it needed a new translator.
For decades, fragrance was built around authority, aspiration, and department store counters. Then Phlur quietly broke the rules.

In this episode of Ecommerce on Tap, we break down:
Why fragrance failed early DTC
How Phlur’s founders built a credible but plateaued clean fragrance brand
Why selling “clean” wasn’t enough to scale
How TikTok changed fragrance discovery
The strategic reboot behind Phlur’s breakout product Missing Person
Why Phlur’s supply chain, manufacturing strategy, and channel mix look nothing like legacy fragrance brands
What Phlur teaches operators about category reinvention, hero SKUs, and scaling without dilution

This isn’t a hype story.
It’s an operator case study on how culture, systems, and storytelling intersect to unlock growth.

🎧 Listen if you’re a founder, operator, investor, or brand leader navigating:
DTC vs retail tradeoffs
Rising CACs
Category saturation
Cultural relevance vs operational discipline