The PHLUR co-founder and CEO, Eric Korman, was an executive at Ralph Lauren, and co-founder, Cynthia Korman, was an established art director, when they became fascinated with fragrance—not just as a product, but as an industry. Why had so little changed over the years? You had, on the one hand, poorly produced licensed products that had the name of a celebrity or fashion designer slapped on the packaging. And on the other, you had these incredible boutique fragrances that the average person could never afford or, in some cases, find outside of a few major markets. (And on both sides, you had an industry overly dependent on sex to sell itself.) There wasn’t a middle path—a luxuriously-made fine fragrance, sold at an honest price, and marketed without the misogynistic imagery. The pair set out to change that, and in 2015 they did by creating PHLUR.