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.