Symrise Funds Indie Fragrance Brand

Phlur, the Austin-based fragrance startup, has closed its Series A funding round, after setting a target of $6 million in financing. The round was led by Symrise, a global supplier of fragrances and flavorings. This is Symrise’s first investment in a fragrance brand.


Launched in 2016, Phlur says it has reinvented how to discover and experience fine fragrance, leading the category with what it calls a radically transparent approach to formulation. The brand offers an online discovery experience, paired with a novel at-home sampling program, to provide customers the time and space to find the fragrances they love. Each scent is crafted with non-toxic, sustainably-sourced ingredients and specifically avoids parabens, phthalates, BHT and other preservatives. For each 50mL full bottle sold, the brand donates $5 to the International Union for the Conservation of Nature (IUCN). Since inception, the brand’s donations have enabled the IUCN to research more than 50 new species of plants and trees around the world.


In 2017, Phlur quintupled its revenue, acquired more than 35,000 paying customers, and expanded its core offering with the introduction of premium scented candles. This new funding will enable the company to continue to aggressively scale its business, diversify its marketing activities, launch new distribution channels and extend into body care.


This close in funding brings the company’s funding total to $12 million.