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…