Phlur has named Olympic gymnast Suni Lee as its first-ever celebrity ambassador, marking a major milestone for the fragrance brand as it launches its largest marketing campaign to date.
The campaign, titled Icons with an Icon, highlights Phlur’s three bestselling fragrances; Missing Person, Father Figure, and Vanilla Skin and coincides with a New York City pop-up experience designed to bring the scents to life.
Lee, a longtime beauty enthusiast, joins the brand nearly a year after Phlur was acquired by TSG Consumer Partners. The Olympic gold medalist revealed that Father Figure was her introduction to the brand and remains her go-to fragrance for moments when she wants to feel confident and empowered.
The campaign also revisits the personal stories behind Phlur’s hero fragrances. Missing Person became a viral sensation following its launch, while Father Figure and Vanilla Skin helped cement the brand’s reputation for creating scents rooted in emotion, memory, and self-expression.
According to Phlur, Missing Person, Father Figure, and Vanilla Skin account for 40 percent of the brand’s total sales, making them some of the most influential fragrances in its portfolio.
