Symrise Leads Phlur Series A Funding

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Austin, Texas-based startup Phlur has announced the first closing of its Series A funding, targeting a total of $6 million. (Phlur founder, Eric Korman, will speak at the 2018 World Perfumery Congress in Nice, France.)

The round is being spearheaded by Symrise; Phlur is Symrise’s first-ever investment in a fragrance brand. The new funding will allow the company to continue aggressively scaling its business, diversifying its marketing activities, launching new distribution channels and extending into body care. Last year, Phlur quintupled its revenue and acquired more than 35,000 customers, along with introducing a line of premium scented candles. (Per a Phlur representative, Symrise will not be the brand's exclusive fragrance house.)

Related: Symrise Awarded Top 500 Award for Growth and Innovation

Final closing of the round will bring Phlur’s funding to date to a total of $12 million.

Each Phlur fragrance is created with non-toxic, sustainably sourced ingredients, and are devoid of parabens, phthalates, BHT and other preservatives. Additionally, for each 50ml bottle sold, the brand donates $5 to the International Union for the Conservation of Nature.

“The moment Eric shared his concept for Phlur with us almost three years ago, we knew it was a category disrupter in a market which has seen no real innovation over at least the last decade,” said Symrise global president of scent and care—and soon-to-be Phlur board member—Achim Daub. “As one of the world’s premier fragrance suppliers, our ambition is to embrace new opportunities arising from the digital revolution and through that help shape the markets of tomorrow. Phlur is a great investment as well as an amazing platform for learning, and we are thrilled at the opportunity to help continue the brand’s growth.”