TSG Consumer, a private equity firm specialising in consumer brands, has announced it has signed a definitive agreement to acquire Phlur, a fragrance brand recognised for its emotion-led storytelling and accessible positioning.

Chriselle Lim, Creative Director, will continue in her role and retain a meaningful stake alongside Ben Bennett’s The Centre, a renowned beauty accelerator that partnered with Phlur in 2021. Prelude Growth Partners will exit its investment in Phlur as part of the transaction.

Financial terms of the transaction were not disclosed. The transaction is subject to customary closing conditions and regulatory approval.

For more information, visit tsgconsumer.com.