I may be a beauty editor but—on the down low—I wasn't a fan of fragrances until maybe last year. While my collection is small, I've found myself connecting with a handful of indie brands that have amassed a devoted fanbase, and the one I've grown to love the most is Phlur. Aesthetically speaking, the bottles are chic and minimalist and look cohesive even with the eye-catching suite of colors (which I also love). And, founder-wise, I will always rally behind an Asian-owned brand—not blindly, only if the products are actually sound and worth it. Above all, the scents are unique but not too out there, meaning they're incredibly approachable and wearable. I've sample-sniffed quite a bit thanks to my job, and there are so many fragrances that meld together in my brain. Give me something to remember!
Thanks to its TikTok fame, Missing Person was the first Phlur perfume that came across my radar (and has since claimed a spot in this story), but Strawberry Letter has risen to the top of the ranks. I've always preferred lighter (sanguine, if you will) fragrances, as opposed to heavier, woodsy-musky-liquor-esque vibes, and this delicious pick is proof that my nose hasn't led me astray. But more on that in a beat. For now, I hope that if you've ever come across Phlur in your beauty shopping and didn't know what scent to check out first, this personal guide might give you some clarity. Happy spritizing!
That Juicy First Bite: Strawberry Letter
Why I love it: When Strawberry Letter first launched, I remember learning that founder Chriselle Lim's daughter was the inspiration and, well, instant endearment. 🥲 Notes-wise, Strawberry Letter is playful with a chic twist—the sweet and tangy strawberry gariguette originated in France, for crying out loud—thanks to hints of grounding gourmands such as tonka bean and sugary amber. Even though I don't have children of my own, the vibrancy and youthfulness of the scent are apparent—and as someone who considers themselves a silly person at heart, I find myself reaching for this scent regularly. It's an instant pick-me-up and a reminder to not take everything so seriously.
Key notes: cassis leaves, strawberry gariguette, wild lily, earthy woods, tonka bean | Scent family: fruity | Sizes: 50 ml, 0.95 ml
Beach Day in a Bottle: Solar Power
Why I love it: Potentially unpopular opinion: I don’t like beach days. Okay, I like the idea of a picturesque beach day, but the reality is that I get sick of the sun burning its rays into me after about 30 minutes, get caught up in anxiously reapplying sunscreen, and dread getting sand everywhere, inevitably. Solar Power bottles up the essence of a beach day—hello, sun-drenched bergamot, sea salt, and solar musk—without me having to, well, physically experience it. The seaside cherry on top? This scent is a 2024 Best of Beauty Award winner, the ultimate accolade. While I didn’t test solar perfumes for that round, I’m just glad this winner is in my life (and fragrance rotation) now. It's bright yet comforting—a perfect balance for an everyday scent.
Key notes: Italian red mandarin, sun-drenched bergamot, neroli, driftwood, solar musk, sea salt | Scent family: solar | Sizes: 50 ml, 9.5 ml
Yes to Dessert: Heavy Cream
Why I love it: ICYMI: Hair perfumes are major right now thanks to their versatility (they can be spritzed from head to toe) and more accessible price points. While they don't last quite as long as their eau de parfum counterparts, consider picking one up if you're not willing to shell out the big bucks. Right off the bat, I thought Heavy Cream would be a regift but I never toss before I sniff—and I'm so glad I gave this a chance. Despite the name, it's not overly, sickly sweet. I don't need to smell like a bakeshop at peak hours but I'd like just enough sweetness, like the dash of vanilla syrup* I add to my at-home morning lattes. This is the first scent that made me think, "Okay, I like smelling like an actual snack." I also enjoy getting a whiff of citrus as it settles into my skin. Unexpected but welcome, my fragrance motto I totally just made up as I was typing.
P.S. Speaking of vanilla, I'd be remiss not to mention that Phlur's Vanilla Skin Body & Hair Fragrance Mist won a 2024 Allure Best of Beauty Award. I have nothing against it, by the way! It's perfectly pleasant—just not a standout for me.
Key notes: lemon sugar, marshmallow, coconut cream, vanilla mousse, whipped cream | Scent family: gourmand, milky | Sizes: 8 fl oz, 3 fl oz
Me But Better: Missing Person
Why I love it: I can't say I'm much of a skin scent girlie, but Missing Person is the exception. It's the most subtle of the bunch so it's perfect for days I'm feeling a little sensitive to scents but still want a little something. While this scent doesn't conjure memories of a loved one, as it does for many, Missing Person does embody a warm feeling—like the feeling of stepping inside my parents' home when I fly back for the holidays, or simply for a reprieve from fast-paced city life. Because it's low-key, it's an ideal candidate for fragrance layering—for example, associate beauty director Sarah Kinonen said she likes layering Missing Person with a bold floral.
Key notes: skin musk, bergamot nectar, fresh cyclamen, neroli blossom, Sandalwood Australia oil, blonde wood, white musk | Scent family: skin/musk | Sizes: 50 ml, 9.5 ml | Other products: Fragrance Oil, Body Wash, Body Oil, Body Lotion, and Candle
Indulge your nose with more of our favorite scents:
- The Best Oud Perfumes Are Pure Luxury in a Bottle
- You Need a New Signature Scent—and a Fragrance Discovery Kit Can Help
- 8 Best Floral Perfumes That Are Actually Groundbreaking
Now, watch Oscar winner Mikey Madison break down her Anora beauty transformation:
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