Phlur's Latest Scent Is The Sexiest Love Letter To Strawberries
It's giving "Strawberry Letter 23" 2.0
Phlur has been around since 2015, but in 2022 mega influencer Chriselle Lim took over the brand and relaunched it with her own twist. Since being under her creative control + direction, she has been able to reimagine how we engage with common fruits and scent. When you think of scents such as apricot and tangerine, one can think of an almost tweeny, early ‘00s drugstore scent — but that’s not the case. “Apricot Privèe” and “Tangerine Boy” are sophisticated and intoxicating, unisex moments that have proven themselves to be key players with heritage brand scents. Now, in 2024, Lim has done it all again, but this time the main character is strawberry.
I have to admit, I was a bit apprehensive at first. Outside of Tom Ford’s sex-themed fruit fragrances, I’m not usually a fan of fruity scents. Yes, one can indulge in a “Bitter Peach” or “Cherry Smoke” but when you throw berries in the mix, it can be a beautiful mistake or an unnecessary disaster. But again, Phlur’s “Strawberry Letter” changed my mind about my previous sentiments.
“Strawberry Letter” is reminiscent of one sinking their teeth into a juicy, sun-kissed strawberry on a hot summer day. The adventure doesn't stop there. Add a generous splash of rich, decadent plum juice to the mix, pirouetting around your taste buds in a dance that's as bold as it is bright. It's a taste rollercoaster, taking you on a ride from the crisp, playful highs of luscious fruit to the divine, sophisticated lows of decadent juice.
As your can surmise, I really enjoyed the scent and for a price point of $99 USD, you or your wallet won’t be disappointed with the payoff. I’ve received nothing but the most endearing compliments since I’ve started wearing it.