I Have Basically Replaced All My High-End Perfumes With This Nontoxic Brand


Amanda Montell

I'll be the first to admit I am really picky about perfumes. Some of you might relate: I find the majority of department-store women's fragrances to be cloyingly sweet, fruity, floral, or totally impersonal. The packaging is either tired or too frilly, not to mention incompatible with preserving the perfume's formula. After all, if we would never buy eye cream that comes in a clear jar, which puts the ingredients at risk for light degradation, why are literally all perfume bottles transparent? Speaking of ingredients, ever notice how perfumes don't have the ingredients listed on their packaging? That's because the formulas are chockablock with potentially irritating and environmentally unfriendly stuff. Oh, and don't even get me started on cost. The markup on fragrances is one of the highest out of every retail product in the world.

I don't mean to be a complainer, but take all of these qualms into consideration, and we're not left with many options. Purely based on scent alone, the fragrances I love the most are by D.S. & Durga, Frédéric Malle, and Byredo, but the price point on these precious indie items is not always within reach for me. I've also tried a few small-batch, all-natural perfumes, as well as plain old essential-oil blends, but ultimately those just don't feel anywhere as luxurious.

I'm always hopeful whenever a new perfume crosses my desk at Byrdie that it will check off all my boxes, but it didn't happen until late summer of this year. That's when a package from a new fragrance brand called Phlur showed up unannounced and proceeded to quickly replace basically every other fragrance I'd collected over the year. I happen to consider it a perfect fragrance brand. But what about it makes me so obsessed? Keep scrolling to read why this perfume skeptic is so smitten with the new fragrance brand Phlur.