Modern fragrance brand PHLUR is officially making waves in the Southern Hemisphere. The cult-favorite label, co-owned by influencer and entrepreneur Chriselle Lim, has just announced its highly anticipated expansion into Australia and New Zealand via an exclusive retail partnership with MECCA. This marks PHLUR’s first international move of 2025, following a successful European rollout across the UK and Ireland last year.
Known for its story-driven scents and modern approach to fine fragrance, PHLUR is now available in 40 MECCA locations across both countries, as well as online. “We’re beyond thrilled to bring PHLUR to Australia and New Zealand with Mecca,” said Lim. “Fragrance is such a powerful form of self-expression… I’m so excited to connect with a wider community through our scents.” The launch gives fragrance lovers in the region a chance to experience PHLUR’s signature range, which includes hits like Missing Person and Somebody Wood, celebrated for their emotional, evocative compositions.
With its clean formulations, bold storytelling, and commitment to creativity and inclusivity, PHLUR continues to redefine what modern fragrance can be. Under Lim’s creative direction, the brand has quickly built a loyal global following and is set to become a staple in the beauty wardrobes of Australian and New Zealand consumers. Whether you’re into layering your scents or sticking to one signature, PHLUR invites you to find your fragrance story.
PHLUR is available at MECCA from 26 August 2025. visit your nearest MECCA store or online at www.mecca.com.au
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