Phlur’s Chriselle Lim onboards CEO and CMO for viral fragrance brand

By Julia Wray | Published: 15-May-2024

The #perfumetok favourite is eyeing global expansion with beauty veterans Elizabeth Ashmun and Linette Kim

Cool girl fragrance brand Phlur has appointed two beauty industry veterans to leadership roles. 

Elizabeth Ashmun, most recently President of adaptogenic brand Moon Juice, is now CEO. 

Meanwhile Linette Kim, who has held senior positions at Bliss and L’Oréal, takes on the CMO role.

Phlur owner and Creative Director Chriselle Lim shared the news via her personal Instagram account. 

Lim, who rose to prominence as a lifestyle YouTuber, took over the then-dormant fragrance brand in 2021, rebooting it the following year with Ben Bennett, the founder of brand incubator The Center. 

In her Instagram post introducing Ashmun and Kim, Lim described the last two years as “an absolute dream”. 

However, she added: “Phlur has become bigger than I could’ve ever imagined. 

“We have accomplished a lot but we have so much more to grow into. 

“I have so much I want to do with the brand. So many of you are asking for global expansion to soooo many countries and different parts of the world. 

“With that said this is a big undertaking and something I knew I needed help with.”

Lim finished by asking Phlur’s follower base where they would like the brand to expand to next. 

Phlur achieved ‘TikTok sensation’ status with its first launch following the rebrand, the skin-like scent Missing Person.

There are, to date, ​​8.2 million views of videos related to Missing Person Phlur on the site.

Other hero products from the brand are Mood Ring, a fruity floral fragrance claiming to be mood enhancing and 2024’s gourmand launch Strawberry Letter.

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