Phlur – D2C Ranking & Growth Metrics
Eau de parfum and body mists meant to be layered like a fragrance wardrobe
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Phlur is new to the index this month, entering at #99 of 522 overall and #12 of 41 in Beauty. On our estimate its revenue is growing year on year (high confidence). Branded search is growing over the past year. Its closest Beauty competitor is Salt & Stone (#30).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
How scoring works →Year on year, high confidence; close to flat. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
How scoring works →How big Phlur is today: #99 of 522 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: growing (50 = flat).
what drives the score Is Phlur's revenue growing?
We estimate Phlur's revenue is growing year on year (high confidence). Branded search and site traffic don't contradict each other, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Phlur growing?
Phlur's Momentum score is 59.0, which means it is growing (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months, and steady over the last three months compared with the same months a year earlier. Site traffic is growing over the same 12 months. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Phlur
Phlur makes eau de parfum perfumes, body mists and body care products, sold as singles or in gift sets and discovery kits. The brand launched as an early name in clean fragrance before fashion stylist Chriselle Lim joined as creative director in 2021 to reshape its direction. Scents such as Missing Person, Father Figure and Vanilla Skin are designed to be layered rather than worn as a single signature: customers can build a Custom Trio of three scents, or join a membership programme for recurring product and savings.
Phlur competitors
The beauty brands closest to Phlur: same kind of product first, then the nearest in size. See every brand in Beauty or the full D2C brand rankings.
Aluminium-free deodorant and scented body care from Los Angeles
Vegan, plant-based deodorants and body care made in California
Membership-priced skincare, makeup and fragrance made in luxury labs
Skincare and hybrid makeup built around the Jet Lag Mask
Ingredient-led body, hair and deodorant care for everyday use
Phlur vs Salt & Stone
Salt & Stone leads on both size and growth: Scale 70.6 against 60.1, and Momentum 73 against 59. See Salt & Stone's page.
| October 2026 | Phlur | Salt & Stone |
|---|---|---|
| Overall rank | #99 | #30 |
| Beauty rank | #12 | #6 |
| Scale (size) | 60.1 | 70.6 |
| Momentum (growth) | 59.0 | 73.1 |
| Branded search | 69 | 82 |
| Site traffic | 51 | 60 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Phlur branded search volume
How often people search for Phlur by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is growing; the last three months, compared with the same months a year earlier, are steady. Demand is fairly steady through the year.
Phlur's audience, products and channels
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada, the US, Australia and Germany.
Ecommerce stack
- Email & SMSKlaviyo, Attentive
- ReviewsOkendo, Judge.me
- MerchandisingRebuy
- PaymentsShop Pay
- TrackingMeta Pixel
Tools detected on phlur.com; detection covers common apps and may miss some.
Phlur: common questions
What does Phlur sell?
Eau de parfum and body mists meant to be layered like a fragrance wardrobe.
Where is Phlur from?
Phlur is based in United States.
Where can you buy Phlur?
Phlur sells through its own online store and selected retailers. Its online store is at phlur.com.
Is Phlur's revenue growing?
Our estimate is growing year on year, with high confidence. It is a direction from online signals, not a sales figure.
Who are Phlur's competitors?
Phlur's closest competitors in the Beauty category are Salt & Stone, Corpus, Beauty Pie and Summer Fridays.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like Phlur move, or the data as an export? See data & alerts.