September 15, 2025 • 30 mins
From heartbreak to fragrance empire: How PHLUR became the Taylor Swift of scent
When Chriselle Lim took over PHLUR in 2021, she was going through a divorce and wanted to bottle up loneliness itself, specifically, the scent of someone's skin that brings warmth when you're alone. What started as emotional therapy became a fragrance phenomenon with 250,000-person waitlists.
This week on The Formula, Kelly chats with the woman behind PHLUR about turning personal trauma into business gold, why fragrance wardrobes are replacing signature scents, and how she built a community so devoted they'll blind-buy every release. From the genius behind fragrance names like Father Figure and Missing Person, to why Gen Alpha treats fragrance like fashion, Chriselle reveals how storytelling drives every scent creation. Plus, she reveals which PHLUR fragrance to try first (spoiler: it's the "blue jeans of fragrance") and her take on what Australia would smell like as a scent.
PRODUCTS MENTIONED:
PHLUR Fragrances:
- Missing Person $171
- Father Figure $171
- Beach Skin $66
- Rose Whip $171
- Vanilla Skin $171
- Caramel Skin $66
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CREDITS:
Hosts: Kelly McCarren
Guest: Chriselle Lim
Producer: Sophie Campbell
Audio Producer: Tegan Sadler
Video Producer: Artemi Kokkaris
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:10):
You're listening to a MoMA Mia podcast.
Speaker 2 (00:13):
Mama Mia acknowledges the traditional owners of land and waters
that this podcast is recorded.
Speaker 1 (00:19):
On Makeup is My Therapy.
Speaker 3 (00:22):
I'm in love, I'm obsessed and I don't even feel
guilty of body.
Speaker 1 (00:29):
Welcome to the formula.
Speaker 2 (00:31):
I'm Kelly McCarran, and today I'm chatting to Krishelle Limb,
the woman behind Flur, the fragrance brand that's absolutely everywhere.
Speaker 1 (00:39):
On your for you page right now.
Speaker 2 (00:41):
She took over the brand in twenty twenty one and
turned it into a cult phenomenon with a two one
hundred and fifty thousand person wait list and fragrances that
just sell out in hours and such, just really dedicated
fans that are going to buy absolutely every fragrance that
she releases. Fleur has finally landed in Australia exclusively at Mecca,
and it's already nearly sold out. She's here to talk
(01:03):
fragrance empires, why Fragrance wardrobes are the new signature scent,
and what ozzies can expect from.
Speaker 3 (01:10):
You know, such beautiful skin.
Speaker 1 (01:12):
But how Chrishelle.
Speaker 2 (01:17):
Welcome to the formula. Please, can you start from the
very beginning. So tell us all about Flur. Where did
the brand come from, where did the name of the
brand come from, and what was your vision when you
took over in twenty twenty.
Speaker 3 (01:31):
Yeah, well, thank you for having me. I'm super excited
to be here chatting with you. And the Flur was
really born out of a deep dark place for me.
I was going through my divorce when I came on
board with Flur, and it was just a really hard
time and I was like, can we bottle something up
(01:53):
that smells like this emotion where I felt lonely, I
felt shipped away from something that I loved, I felt unloved.
So I said, can we launch something where I spray
it and it just brings immediate warmth and smells like
someone's skin, and it just brings me warm to my life.
And that was really the start of Flur, which is
(02:15):
back in twenty twenty one. And just to give this context,
Flur was an existing brand before I came on board
and turned to Anyone and took over and rebranded it,
and it's been around for ten years. But I was
familiar with the brand because they built a beautiful, transparent
brand and back then you didn't really know what was
going in your fragrance. They were one of the very
(02:37):
first brands to be able to list all the ingredients
everything that was in a fragrance. And so I've always
respected Flur even before I came on board. And so
when I got the chance and the opportunity to be
able to give it new life, I was giving myself
also new life. Yeah, entered this new chapter together.
Speaker 1 (02:57):
That's so lovely. So were you working there at the time.
Speaker 3 (03:00):
No, No, I was just a big fan. I loved Fragrance.
I loved Flur. I created content since I was in college.
That was the beginning days and years of my career.
One of the first few bloggers Fashion days fast in
the day and I was in college just looking for
(03:21):
a creative botlet and so I started my blog to
herself after almost I think it's been about eighteen years now,
and I always shared my love for fashion and beauty
and again, was just a fan of Fragrance. And yeah,
I got the opportunity four years ago to acquire the
brand with my business partner and given me life.
Speaker 2 (03:43):
Isn't it crazy when you say eighteen years ago? Because
I always think, like, you know, oh, eighteen years ago,
the Internet was only just coming about. It wasn't even
a thing, and it's like, no, no, no, the internet
has been around for a very long time at this point.
It's just that you feel a lot younger than what
you are.
Speaker 3 (04:03):
I mean, yeah, I sometimes when I say that, I'm like, hat,
it feels like maybe eight years ago, but eighteen, yes.
Speaker 1 (04:11):
Sir, exactly. I'm the same.
Speaker 2 (04:14):
So most people when they're going through a difficult time
like a divorce, decide to do yoga or maybe to
go away with some girlfriends. And you're like, no, no, no, no, no,
I'm going to take over this business and really revolutionize fragrance.
What was it that made you apart from just like
they're wanting to bottle up that fragrance, which when you
(04:35):
were describing it to me, it's almost like you wanted
to bottle up something that would not only bring warmth,
but would bring company, like to sort of reduce that
feeling of loneliness when you're by yourself.
Speaker 1 (04:49):
So you weren't.
Speaker 2 (04:51):
Going to join though, because you weren't sure if you
were ready. What made you change your mind? And what
was the final storage that just made me go, yep,
you know what?
Speaker 3 (04:58):
Now?
Speaker 1 (04:59):
The time is now.
Speaker 3 (05:00):
Yeah, I mean I'm with you. When I was going
through that, the last thing I wanted to do was
have even more responsibility or do something that I was
unsure and so it was definitely a fork in the road.
But I think one thing that my business partner did mention,
he was like, look, Flur is going into its second
chapter of its life, and so are you. This would
(05:22):
be a really beautiful way to be able to tell
your stories through Flur. Oftentimes, when I think of Flur,
I needed Flir as much as Flour needed me, and
I think I was able to pour my heart and
my stories and emotions through the sense. Someone said that
Casale's almost as if like you release a pop album
(05:43):
after your heartbreak and you're like singing us these songs.
I'm like, that's a dream because I've always wanted to
be a pop star, but I never had the ability
to be a pop star, nor the boys.
Speaker 1 (05:52):
So you and Tyler Swift of Fragrance, then.
Speaker 3 (05:55):
Yes, yes, I mean that's such a compliment, thank you,
But it was just a creative expression for me. And yes,
I would like to say that I knew that I
was going to be a success, but I really did it,
and I was just in a place where I knew
that I needed to pour my heart into something and
(06:17):
almost have a distraction in a way, and Flair was
that project for me. And so of course we had
big ambitions. But did I think that it was going
to grow to this size in the short amount of time.
Absolutely not. And it just feels so grateful and humbled
by so many people being able to connect with Flur
on such an emotional deep level through my personal stories,
(06:40):
and that really just shows you that scent is so powerful.
It's not just wanting to smell good. It's a way
to feel a certain way. It's a way to express
your emotions. And so yeah, it was my therapy. It
was my form of therapy.
Speaker 2 (06:57):
And when you relaunched, you made a pretty bold decision
to move away from the original clean beauty positioning. Why
was that and how did all of the die hard
fans act to that? Obviously, Well, because look where you
are now, Well.
Speaker 3 (07:15):
We are still we still have the ethos of what
Flur has always did for, which is clean, good for
your ingredients, That was safe, and that's what drew me
to Flur, and that was very important that we kept
that ethos. But the thing that we did change was
that it wasn't going to be the fore front and
(07:38):
center messaging yes that it originally had. I think that's
how they were really pushing Flir originally, which I knew
about because of that, and it was very it was
never it hasn't been done in Fragrance back then. So
when I took it over with my business partner, we
knew that we had to keep that because it was
(07:58):
such an important part of the Flur DNA. But we
wanted it to be for everyone, and it happened to
be good ingredients, and it happened to be clean and
if you wanted to really look into that and that
was important to you, which it is actually important to
a lot of the new consumer and the new shoppers.
Nowadays they can go on through a website on the
about section and they could see everything listed and so
(08:21):
it is still part of the brand, but we don't
use it as the main marketing piece or the forefront
and center piece.
Speaker 2 (08:28):
I love that though, because it's just part of the
brand's DNA without having to be a front face and
center of everything.
Speaker 3 (08:36):
It's something that we should all strive to become. I
think you know, we all should be transparent with everything,
and if we can continue to encourage others to do that,
I think we all win. And so it was very
important for us to still have that messaging and also say, look,
(08:56):
we don't have to use it at the forefront, but
it's still part of our brand.
Speaker 1 (09:02):
Missing Person broke the Internet.
Speaker 2 (09:04):
So you had a waitlist of two hundred and fifty
thousand people and you just smelling like you'll love his
t shit that he left behind.
Speaker 1 (09:13):
How do you even brief someone on that?
Speaker 3 (09:17):
Yeah, I mean Missing Person in itself. The name in
itself drew up a lot of like, huh, what does
that smell like? I love it?
Speaker 1 (09:24):
It's so clever, thank you.
Speaker 3 (09:27):
Well, that was the void. And if I'm being truthful,
the hardest part for me during my breakup was being
alone after being in relationship for fifteen years in bed
and I just felt naked. I felt like there was
this huge void, and so I said, what is it
(09:49):
that besides the actual like physical body, what is it
that makes me feel alone? And it's actually the smell.
It's the smell of proximity. It's the smell of someone
else's skin. And so I said, can we bottle that
up with Missing Person, because if I could bottle up
(10:09):
someone's delicious, yummy, warm skin, then maybe that will bring
me some comfort during this really hard time without actually
physically having to have someone next to me. And so
that was really the idea of that kind of that
yesterday worn and T shirt, that lingering smell mixed in
with the musk with a little bit of fragrance, and
(10:32):
that was what we were going for, was exactly that.
And our mailer when we launched Missing Person, we actually
seal wrapped a oversized men's T shirt and we sprayed
Missing Person all over it, and when they opened it up,
you just got like this huge with a missing person
(10:52):
and it just kind of made people very emotional because
I think everyone has had an experience of missing a moment,
or missing a person, or missing themselves. Even we've heard
stories of people being like, it smells like me, it
smells like I'm coming back to me again, and so
that that you're actually really pinpoint right about. It's smelling
(11:16):
like kind of that like lovers T shirt doesn't have
a romantic lover. It could be any love that you've
ever experienced in your life.
Speaker 2 (11:33):
You're obviously a bit of a marketing gun because the
storytelling behind all of the fragrances is really incredible. So
we've got Father Figure, Missing Person, not your Baby, beach Skin,
the names. They're doing really heavy lifting, and then that's
before we've even actually smelt anything. So talk to us
(11:55):
about that storytelling and creating the brand.
Speaker 3 (11:58):
So stories always lead our sets first. I think that
is how we kind of take which direction that we
go into. It always starts with the story, and then
we start having fun with the names. We love a
little good nameplate. So Father Figure, for example, was one
of our next big hit, and that was really inspired
(12:21):
by my own personal story of having to play kind
of this mother and father figure role to my girls,
really bottling up something that was both feminine and masculine
because I had to draw up the strength of a
father but also the nurturing side and the cress and
the love and the femininity of a mother. And so
(12:44):
that really inspired me to create a scent with our
noses that was neither masculine or neither feminine. It was
very fluid, and I truly believe that the modern woman
and man, there are no roles anymore. We all kind
of do it all women are out there making the
money in boardrooms closing deals. Men are also sometimes the
(13:06):
primary caretakers now, and everything is kind of mixed sin
and that is what father figure really represents, is that
you can be commanding and tender at the same time.
You could be strong yet gentle. And that's exactly when
you small father Figure, You're like, ooh, this is strong,
(13:26):
but there's a softness still to this, and so it
really represents the modern modern human today.
Speaker 1 (13:34):
I really love that.
Speaker 3 (13:35):
Thank you. I feel like you would be a father
figure kind of.
Speaker 2 (13:38):
I definitely am. I was thinking that while you were speaking.
I was like, I definitely. Well, I'm the primary breadwinner
in our household and my husband probably is the primary
care giver at the moment. Actually, so yeah, I am
the father figure.
Speaker 3 (13:51):
I love that. Tell me, Daddy, yes, Daddy love that. Well.
The thing is what I love about father Figure is
that the amount of women and men, it's equal, like
they both love father figure because it draws something up
in everyone. That again, and we all have a little
bit of femininity and a little bit of masculini. We
(14:13):
have both characteristics, whether you're a male or female, and
so that's what we really try to embody with Father
Figure yes, both.
Speaker 1 (14:21):
Yeah, and like just owning all of those parts of you.
Speaker 3 (14:25):
It Yeah, and just really being true to yourself. Our
tag Fine out Flow is wear what's true, and being
true is just wearing what feels the most you. And
for me, that's Father Figure. I'm not supposed to have a.
Speaker 1 (14:40):
Favorite child, You're allowed to do them, but.
Speaker 3 (14:44):
I do have one that I wear more often than others,
and Father Figure is definitely one of those.
Speaker 2 (14:49):
Yes, it definitely sounds like it embodies your energy as well.
Speaker 1 (14:54):
I need to go smell it.
Speaker 2 (14:55):
It sounds incredible, speaking of depending on how you're feeling
that day. That leads us into talking about fragrance wardrobes,
which I'm a huge fan of personally as someone who's
never been, Like, eh, I don't want to signature since
there are so many beauti for fragrances in the world,
why would I want to just wear one for the
rest of my life. Jenna Alpha chooses fragrances based on
(15:15):
moods and outfits more so than any other generation. Was
this shift something you predicted or did you sort of
learned this on the job.
Speaker 3 (15:25):
I've always kind of worn fragrance like that even though
I'm not. I'm definitely not Jan Alpha or gen Z.
I'm a mid millennial.
Speaker 1 (15:34):
Right there with you two of us.
Speaker 3 (15:37):
But because I come from fashion and that's my background,
I never ever really wanted to say that I only
wore had one type of style. If anything, I had
a really hard time pinpointing down myself because some days
I wanted to wear a girly lacey dress because I
felt more feminine that day and I was feeling slightly flirty,
(15:59):
And other days I wanted to wear a flon black
suit because I just felt empowered and strong and cool
and sexy in that. And so when people were taught about, oh,
what's your style, like, I always never want to be
able to pinpoint that I love pink, I love wearing
all black. There was never a moment where like, this
is it for.
Speaker 1 (16:18):
The same I don't understand why.
Speaker 2 (16:20):
Like I get it, and I love it when someone
has their signature style, But I'm like, there are so
many fun cloids in the world.
Speaker 1 (16:26):
I want to have all of them. I want to
be a bikey cheek today tomorrow. I want to be
Bobby exactly.
Speaker 3 (16:32):
I love that that's exactly me. I feel like you
and I are the same.
Speaker 1 (16:34):
Yeah, both follow.
Speaker 3 (16:36):
Peoples exactly, But that's for that reason I view fragrance
in that way. I'm like, why would I have to
say that I only like floral, so I only like
woody sense, why can't I like all of them? And
so that's always been my way of wearing fragrance. It
would just be on top of whatever the vibe was
(16:58):
or whatever outfit style I was wearing for the day.
And I can't say that I was responsible for having
Gen Z or Gen Alpha be able to shop in
this way. But I think with this new generation they
don't like to be pinpointed down as just one thing
because we're a lot of things. Yeah, and I love
that we're kind of embracing all sides of us. And
(17:21):
so yeah, this new generation and even our generation I think,
are looking at fragrance is very differently than how our
parents used to wear fragrances. You know, gone are the
days are like I only wear this one cent to
anything and everything. I think now it's all about where
you're going, who you're seeing, what the vibe is, who
you want embody, or how do you want to feel.
(17:43):
So there's a lot of different ways to look at fragrance.
Speaker 2 (17:48):
Now, Yeah, and social media is a big part of that,
which is funny because you wouldn't think so because you
can't smell through a screen, like with makeup if you're
trying to sell makeup, of course you can swatch something,
sure what it looks like on the skin.
Speaker 1 (18:05):
Same thing with skincare you could share before and after.
Speaker 2 (18:08):
Is you only can do it really through storytelling and
perfume talk has been really massive for Flur. So did
you always know, like, how did you approach social media
when you were sort of trying to build things up
given how hard it is?
Speaker 3 (18:23):
Yeah? Yeah, So Forlur when we launched, we only had
our website. We were not at any stores. We weren't.
You weren't able to see it online and then go
test it out at a counter. And that's traditionally how
most people shop fragrance back then.
Speaker 2 (18:39):
Because it's so personal as well, you think, oh, I
kind of need to go smell that for myself.
Speaker 3 (18:44):
Yeah, because you don't know how it's going to lay
on your skin. You don't know if it's different than
what someone else likes. Because again, as you mentioned, it's
so personal, So typically people would see an ad or
they'll see a commercial or an influencer of celebrity talk
run and then go to their local storecounter and try
it and then test it out. But given that we
didn't have access to that at the time, I didn't
(19:08):
know how well it was going to do. It was like,
if we can sell ten of these Missing Persons, then
I'll be happy, because I do not know if people
are going to be wanting to blind buying a new
set that they have never smelled before. But that also
showed us that people are moved by stories and by
(19:28):
emotion and their curiosity. Missing Person not only sold out,
but we had a wait list of two hundred and
fifty thousand people and people couldn't get their hands on
it for six months until we were able to replenish
the demand. And so it was a really interesting time
for us because we're learning that, Okay, people are really
(19:49):
moved through just emotion and storytelling, and they're curious and
they're willing to try it out. And I think with
the last four years of building Flur and being able
to launch Sense that our community really loves now a
lot of them just want to buy the next floor
set because they already trust the brand so much, even
(20:10):
with the flour take on traditional ingredients like a vanilla
or a rose. Even if they don't like a rose,
they're like, oh, okay, we know that flur doesn't do
things the traditional way. I will give a row flurs
rose a chance. So we have a rose Whip and
it's a very dark, leathery, sexy rose. It's not a
(20:31):
gurly feminine calgary rose. Yes, it's a very nighttime hot,
sexy rose. And so a lot of people that typically
do not rose have loved Rose Whip, and so I
think it took some time to build the trust of
being able to blind by consistently online. But yeah, it's yes,
(20:52):
I do have partners, amazing partners like a Mecca, Yeah,
and try it out.
Speaker 2 (20:56):
So and I think that that is incredible and it
does speak volumes about the trust that they audience and
the consumers had in you as well, because it's then
not just that they are buying the lightest frik and
they are continuing to support you and they continually want
a piece of the brand, so sort of whatever is
(21:17):
coming out, I just think that that's fantastic.
Speaker 3 (21:19):
Thank you, thank you.
Speaker 1 (21:27):
So you've got an.
Speaker 2 (21:27):
Instagram broadcast channel called DMS from Chris. So people get
your deep thoughts and apparently it drives a lot of engagement.
What is it and how does this community tie into flur?
Are you getting real feedback from Fragrances to them, because
I imagine that it's a lot of these really beautiful,
(21:48):
engaged fans that are then going to blind by every
single item.
Speaker 3 (21:54):
Yeah, my community there are kind of, I want to say,
the closest spam that I have online. They're really engaged.
You know, they're the first ones to know what we're
going to be launching next. I also ask the questions
it is that they want to see next, and though
those questions might seem pretty general, we really take deep
(22:16):
consideration to what they do say there. And I do
share a lot of my deep kind of thoughts that
I probably won't feel comfortable just putting elsewhere. And it
is my most engaged audience, So we try to put
priority there and kind of share more exclusive content there.
Speaker 2 (22:35):
That's really important, that's really good, such good, like people
should be listening to this not just to learn about
Fragrance and your incredible brand, but also a lesson on branding.
Speaker 3 (22:45):
Oh thank you, I mean I think it's just like
I really view my followers as friends in a sense.
I know that sounds kind of strange and weird, But
you might have a lot of friends and a lot
of followers, but who are your core group, and you
know you treat your core group a little bit differently
(23:07):
than your acquaintances. Yeah, and so we try to give
that treatment to the people that really invest into my content,
into me, into my life. And it's a give and
take kind of reciprocal relationship.
Speaker 1 (23:21):
It is.
Speaker 2 (23:22):
And I think that, of course it might sound a
little bit strange calling them friends, but a lot of
the time they can be and you might have had
a relationship with them even if you've never met them
in person in your DMS for years.
Speaker 3 (23:35):
Yeah. I mean I was at a Mecca store yesterday
and there was a girl that came up to me
who works there, and she was in tears and she's like,
I've been following you since I was in elementary school.
I think she's probably in college now or just graduated college.
And I don't know what elementary school is for you
(23:58):
guys here, primary school, primary school. Yeah, and so she's like,
I'm just so proud of you. I've gone through so
much with you, and I think that one of the
reasons why my followers feel very connected with me is
because I started off on the Internet quite young, and
I've always been very transparent with what I was going through.
(24:22):
Sometimes I'm like, why why am I sharing this?
Speaker 1 (24:26):
Oh my god, you're an overshare like me.
Speaker 2 (24:28):
Sometimes you overshare and then just go ooh vulnerability hangover
when you think, oh wow, I really just chet.
Speaker 3 (24:35):
Yeah. I know. Sometimes you're like, oh, what did I
share that? But I think that is my responsibility given
that I have this platform. Same thing for you as well.
It's like there's a reason and bigger purpose of why
I have this platform, and if I can help someone out,
whether it be through my own struggles, my personal struggles,
or even like beauty things that I've learned throughout the
(24:58):
years that I regret or that I really love and
it can help someone else out, then yeah, I'll share.
I'll overshare any day. And so I think for the
last almost twenty years, I happen an oversharer and my
followers have felt deeply connected to me for that reason.
Speaker 2 (25:16):
And yeah, because you're not just posting a really aesthetic,
curated seemingly perfect ideal of things like you're posting in
real time and what's actually happening.
Speaker 3 (25:29):
Yeah, I mean I try. Sometimes it's harme.
Speaker 1 (25:31):
Oh of course I try.
Speaker 3 (25:32):
I'm sure with you too.
Speaker 2 (25:34):
So if you're walking into Mecca and you've never smelt
a flow fragrance before, what should you grab first?
Speaker 3 (25:43):
I always say missing person, because missing person is like
the white tea. Or I see that you're wearing blue
jeans today, so it's like the blue jeans your closet.
It's I always view things on in a fashion lens.
So you want to build out your fragrance wardrobe. You
want to have your classics and your basics before you
build out your trendier pieces, your more stylish fun pieces,
(26:04):
which we all need, but we all most importantly need
our classics in our basis because will always be there.
They go and layer beautifully with anything, Like with your outfit.
You could wear a blazer, you could wear a T shirt.
It will always work. You could always count on your jeans, right, yes, exactly,
So that's missing person. Missing person really because of the
(26:26):
skin musk. It just works so beautifully on people. And
if it's if people like stronger sense, I always say,
missing person is that base for it, Like, it's such
a beautiful layering base. But if they love a lighter,
airy clean scent, that's a missing person. And so I
always say start off with missing person and then you
(26:48):
can start building out the rest of your Figran's wardrobe.
Speaker 2 (26:50):
And final question, if you could create a fragrance that
captures the essence of Australia, what would it smell like
and what would you call it?
Speaker 1 (26:59):
Do you think is this the first time that you've
been to Australia.
Speaker 3 (27:02):
Yes, it's actually my first time ever. It's been a
dream of buying to be here. But also so yes,
it was my first time walking into a mecca too.
I was like, where has this been all my life?
Speaker 1 (27:13):
Did you go to the berk straight one?
Speaker 2 (27:15):
I did, Oh wow, that's quite the and I mean
I haven't been there, but I've seen that it's quite
the entry to a beauty store as well.
Speaker 3 (27:22):
It almost felt like I woke up from a dream
where I just had this dream of like this beauty fantasy,
and I woken myself up and I'm like, was that real?
That's how I felt. After walking out of there, I'm like,
was that even real? Like? Every beauty thing you could
ever think of is in one exactly. Yeah. So that's
a really fun question that I have not thought of,
(27:44):
but I would say, I would say beach skin. Beach skin.
I don't know if you've tried it yet. It is
hands down the most stunning, beachy, all year round beachy
sent It smells like a really nice, welcoming, expensive vocation.
Speaker 1 (28:08):
Ooh yeah, it's beautiful.
Speaker 3 (28:11):
So it's kind of like that transition of going from
the beach all day to taking a nice shower and
then transitioning into your nighttime gown to dinner some nice
So beach skin has what you would expect, like the
coconut and all the beach you knows that you would
(28:33):
think of. There's a little bit of jasmine, but the
base is where it gets really just warm and rich.
And you will notice this in a lot of our
sense is that it typically has more of a musky,
woody based to it, and that's why a lot of
these scents layer so nicely together. So beach skin, it
(28:57):
starts off with the bergamot, and then it ends with
the sandal wood, and then the vanilla and the musk
and so our skin family, so we have vanilla skin,
beach skin, caramel skin, and we're building out this skin
family because it's this and your skin. So you'll get
the top notes of let's say a beach right, but
(29:18):
then it always dries down back to your muskiness of
your skin because it's most more like you than anything else.
Speaker 2 (29:25):
And so and everything's so personal with how it develops
on you.
Speaker 3 (29:29):
Yes, exactly. We wanted it to feel like you with
kind of like a nice little opening top note. And
so I would say that that, to me feels like
Australia in a sense where everyone's so warm and nice,
Like everyone that I've met here, they're just so welcoming.
But then, like you, as you get to know people
(29:52):
or as you get to explore Australia, you're like, I
was not expecting this, Like I don't know why I
had this idea of how Australia would be like or
look like, but then I come and I'm like, wow,
Like there's so much stuff and culture here and there's
so much like there's an unexpectedness to Australia that I'm
(30:14):
discovering for the first time. So I would say that
speech skined.
Speaker 2 (30:17):
Hmm, Well, I'm gonna have to go straight to a
mecca and have a sniff of that, because it sounds
like it's.
Speaker 1 (30:22):
Right up my alley.
Speaker 3 (30:23):
I think you're gonna lie.
Speaker 1 (30:24):
And father Figure obviously.
Speaker 3 (30:27):
Yes, yes, father Figure is already I'm claiming it for you.
That's your energy.
Speaker 2 (30:32):
Yes, well, Rachelle, thank you so much. It's just been
such a delight. I could chat to you about fragrance
all day, so we really appreciate you sharing your time
with us while you're here.
Speaker 3 (30:42):
Thank you so much for having this was so fun.
Hopefully we'll get to meet each other and realize yeah,
next time I'm here.
Speaker 1 (30:48):
Well, thank you so much to Chrischelle.
Speaker 2 (30:51):
I'm about to go to Mecca and have a whiff
of all of the fragrances we.
Speaker 1 (30:54):
Just talked about. Selcia.
Speaker 2 (30:55):
There you can find us on all of the socials.
Will pop the links down below and we'll see you
next week.
Speaker 1 (31:01):
Bye.
You're listening to a MoMA Mia podcast.
Speaker 2 (00:13):
Mama Mia acknowledges the traditional owners of land and waters
that this podcast is recorded.
Speaker 1 (00:19):
On Makeup is My Therapy.
Speaker 3 (00:22):
I'm in love, I'm obsessed and I don't even feel
guilty of body.
Speaker 1 (00:29):
Welcome to the formula.
Speaker 2 (00:31):
I'm Kelly McCarran, and today I'm chatting to Krishelle Limb,
the woman behind Flur, the fragrance brand that's absolutely everywhere.
Speaker 1 (00:39):
On your for you page right now.
Speaker 2 (00:41):
She took over the brand in twenty twenty one and
turned it into a cult phenomenon with a two one
hundred and fifty thousand person wait list and fragrances that
just sell out in hours and such, just really dedicated
fans that are going to buy absolutely every fragrance that
she releases. Fleur has finally landed in Australia exclusively at Mecca,
and it's already nearly sold out. She's here to talk
(01:03):
fragrance empires, why Fragrance wardrobes are the new signature scent,
and what ozzies can expect from.
Speaker 3 (01:10):
You know, such beautiful skin.
Speaker 1 (01:12):
But how Chrishelle.
Speaker 2 (01:17):
Welcome to the formula. Please, can you start from the
very beginning. So tell us all about Flur. Where did
the brand come from, where did the name of the
brand come from, and what was your vision when you
took over in twenty twenty.
Speaker 3 (01:31):
Yeah, well, thank you for having me. I'm super excited
to be here chatting with you. And the Flur was
really born out of a deep dark place for me.
I was going through my divorce when I came on
board with Flur, and it was just a really hard
time and I was like, can we bottle something up
(01:53):
that smells like this emotion where I felt lonely, I
felt shipped away from something that I loved, I felt unloved.
So I said, can we launch something where I spray
it and it just brings immediate warmth and smells like
someone's skin, and it just brings me warm to my life.
And that was really the start of Flur, which is
(02:15):
back in twenty twenty one. And just to give this context,
Flur was an existing brand before I came on board
and turned to Anyone and took over and rebranded it,
and it's been around for ten years. But I was
familiar with the brand because they built a beautiful, transparent
brand and back then you didn't really know what was
going in your fragrance. They were one of the very
(02:37):
first brands to be able to list all the ingredients
everything that was in a fragrance. And so I've always
respected Flur even before I came on board. And so
when I got the chance and the opportunity to be
able to give it new life, I was giving myself
also new life. Yeah, entered this new chapter together.
Speaker 1 (02:57):
That's so lovely. So were you working there at the time.
Speaker 3 (03:00):
No, No, I was just a big fan. I loved Fragrance.
I loved Flur. I created content since I was in college.
That was the beginning days and years of my career.
One of the first few bloggers Fashion days fast in
the day and I was in college just looking for
(03:21):
a creative botlet and so I started my blog to
herself after almost I think it's been about eighteen years now,
and I always shared my love for fashion and beauty
and again, was just a fan of Fragrance. And yeah,
I got the opportunity four years ago to acquire the
brand with my business partner and given me life.
Speaker 2 (03:43):
Isn't it crazy when you say eighteen years ago? Because
I always think, like, you know, oh, eighteen years ago,
the Internet was only just coming about. It wasn't even
a thing, and it's like, no, no, no, the internet
has been around for a very long time at this point.
It's just that you feel a lot younger than what
you are.
Speaker 3 (04:03):
I mean, yeah, I sometimes when I say that, I'm like, hat,
it feels like maybe eight years ago, but eighteen, yes.
Speaker 1 (04:11):
Sir, exactly. I'm the same.
Speaker 2 (04:14):
So most people when they're going through a difficult time
like a divorce, decide to do yoga or maybe to
go away with some girlfriends. And you're like, no, no, no, no, no,
I'm going to take over this business and really revolutionize fragrance.
What was it that made you apart from just like
they're wanting to bottle up that fragrance, which when you
(04:35):
were describing it to me, it's almost like you wanted
to bottle up something that would not only bring warmth,
but would bring company, like to sort of reduce that
feeling of loneliness when you're by yourself.
Speaker 1 (04:49):
So you weren't.
Speaker 2 (04:51):
Going to join though, because you weren't sure if you
were ready. What made you change your mind? And what
was the final storage that just made me go, yep,
you know what?
Speaker 3 (04:58):
Now?
Speaker 1 (04:59):
The time is now.
Speaker 3 (05:00):
Yeah, I mean I'm with you. When I was going
through that, the last thing I wanted to do was
have even more responsibility or do something that I was
unsure and so it was definitely a fork in the road.
But I think one thing that my business partner did mention,
he was like, look, Flur is going into its second
chapter of its life, and so are you. This would
(05:22):
be a really beautiful way to be able to tell
your stories through Flur. Oftentimes, when I think of Flur,
I needed Flir as much as Flour needed me, and
I think I was able to pour my heart and
my stories and emotions through the sense. Someone said that
Casale's almost as if like you release a pop album
(05:43):
after your heartbreak and you're like singing us these songs.
I'm like, that's a dream because I've always wanted to
be a pop star, but I never had the ability
to be a pop star, nor the boys.
Speaker 1 (05:52):
So you and Tyler Swift of Fragrance, then.
Speaker 3 (05:55):
Yes, yes, I mean that's such a compliment, thank you,
But it was just a creative expression for me. And yes,
I would like to say that I knew that I
was going to be a success, but I really did it,
and I was just in a place where I knew
that I needed to pour my heart into something and
(06:17):
almost have a distraction in a way, and Flair was
that project for me. And so of course we had
big ambitions. But did I think that it was going
to grow to this size in the short amount of time.
Absolutely not. And it just feels so grateful and humbled
by so many people being able to connect with Flur
on such an emotional deep level through my personal stories,
(06:40):
and that really just shows you that scent is so powerful.
It's not just wanting to smell good. It's a way
to feel a certain way. It's a way to express
your emotions. And so yeah, it was my therapy. It
was my form of therapy.
Speaker 2 (06:57):
And when you relaunched, you made a pretty bold decision
to move away from the original clean beauty positioning. Why
was that and how did all of the die hard
fans act to that? Obviously, Well, because look where you
are now, Well.
Speaker 3 (07:15):
We are still we still have the ethos of what
Flur has always did for, which is clean, good for
your ingredients, That was safe, and that's what drew me
to Flur, and that was very important that we kept
that ethos. But the thing that we did change was
that it wasn't going to be the fore front and
(07:38):
center messaging yes that it originally had. I think that's
how they were really pushing Flir originally, which I knew
about because of that, and it was very it was
never it hasn't been done in Fragrance back then. So
when I took it over with my business partner, we
knew that we had to keep that because it was
(07:58):
such an important part of the Flur DNA. But we
wanted it to be for everyone, and it happened to
be good ingredients, and it happened to be clean and
if you wanted to really look into that and that
was important to you, which it is actually important to
a lot of the new consumer and the new shoppers.
Nowadays they can go on through a website on the
about section and they could see everything listed and so
(08:21):
it is still part of the brand, but we don't
use it as the main marketing piece or the forefront
and center piece.
Speaker 2 (08:28):
I love that though, because it's just part of the
brand's DNA without having to be a front face and
center of everything.
Speaker 3 (08:36):
It's something that we should all strive to become. I
think you know, we all should be transparent with everything,
and if we can continue to encourage others to do that,
I think we all win. And so it was very
important for us to still have that messaging and also say, look,
(08:56):
we don't have to use it at the forefront, but
it's still part of our brand.
Speaker 1 (09:02):
Missing Person broke the Internet.
Speaker 2 (09:04):
So you had a waitlist of two hundred and fifty
thousand people and you just smelling like you'll love his
t shit that he left behind.
Speaker 1 (09:13):
How do you even brief someone on that?
Speaker 3 (09:17):
Yeah, I mean Missing Person in itself. The name in
itself drew up a lot of like, huh, what does
that smell like? I love it?
Speaker 1 (09:24):
It's so clever, thank you.
Speaker 3 (09:27):
Well, that was the void. And if I'm being truthful,
the hardest part for me during my breakup was being
alone after being in relationship for fifteen years in bed
and I just felt naked. I felt like there was
this huge void, and so I said, what is it
(09:49):
that besides the actual like physical body, what is it
that makes me feel alone? And it's actually the smell.
It's the smell of proximity. It's the smell of someone
else's skin. And so I said, can we bottle that
up with Missing Person, because if I could bottle up
(10:09):
someone's delicious, yummy, warm skin, then maybe that will bring
me some comfort during this really hard time without actually
physically having to have someone next to me. And so
that was really the idea of that kind of that
yesterday worn and T shirt, that lingering smell mixed in
with the musk with a little bit of fragrance, and
(10:32):
that was what we were going for, was exactly that.
And our mailer when we launched Missing Person, we actually
seal wrapped a oversized men's T shirt and we sprayed
Missing Person all over it, and when they opened it up,
you just got like this huge with a missing person
(10:52):
and it just kind of made people very emotional because
I think everyone has had an experience of missing a moment,
or missing a person, or missing themselves. Even we've heard
stories of people being like, it smells like me, it
smells like I'm coming back to me again, and so
that that you're actually really pinpoint right about. It's smelling
(11:16):
like kind of that like lovers T shirt doesn't have
a romantic lover. It could be any love that you've
ever experienced in your life.
Speaker 2 (11:33):
You're obviously a bit of a marketing gun because the
storytelling behind all of the fragrances is really incredible. So
we've got Father Figure, Missing Person, not your Baby, beach Skin,
the names. They're doing really heavy lifting, and then that's
before we've even actually smelt anything. So talk to us
(11:55):
about that storytelling and creating the brand.
Speaker 3 (11:58):
So stories always lead our sets first. I think that
is how we kind of take which direction that we
go into. It always starts with the story, and then
we start having fun with the names. We love a
little good nameplate. So Father Figure, for example, was one
of our next big hit, and that was really inspired
(12:21):
by my own personal story of having to play kind
of this mother and father figure role to my girls,
really bottling up something that was both feminine and masculine
because I had to draw up the strength of a
father but also the nurturing side and the cress and
the love and the femininity of a mother. And so
(12:44):
that really inspired me to create a scent with our
noses that was neither masculine or neither feminine. It was
very fluid, and I truly believe that the modern woman
and man, there are no roles anymore. We all kind
of do it all women are out there making the
money in boardrooms closing deals. Men are also sometimes the
(13:06):
primary caretakers now, and everything is kind of mixed sin
and that is what father figure really represents, is that
you can be commanding and tender at the same time.
You could be strong yet gentle. And that's exactly when
you small father Figure, You're like, ooh, this is strong,
(13:26):
but there's a softness still to this, and so it
really represents the modern modern human today.
Speaker 1 (13:34):
I really love that.
Speaker 3 (13:35):
Thank you. I feel like you would be a father
figure kind of.
Speaker 2 (13:38):
I definitely am. I was thinking that while you were speaking.
I was like, I definitely. Well, I'm the primary breadwinner
in our household and my husband probably is the primary
care giver at the moment. Actually, so yeah, I am
the father figure.
Speaker 3 (13:51):
I love that. Tell me, Daddy, yes, Daddy love that. Well.
The thing is what I love about father Figure is
that the amount of women and men, it's equal, like
they both love father figure because it draws something up
in everyone. That again, and we all have a little
bit of femininity and a little bit of masculini. We
(14:13):
have both characteristics, whether you're a male or female, and
so that's what we really try to embody with Father
Figure yes, both.
Speaker 1 (14:21):
Yeah, and like just owning all of those parts of you.
Speaker 3 (14:25):
It Yeah, and just really being true to yourself. Our
tag Fine out Flow is wear what's true, and being
true is just wearing what feels the most you. And
for me, that's Father Figure. I'm not supposed to have a.
Speaker 1 (14:40):
Favorite child, You're allowed to do them, but.
Speaker 3 (14:44):
I do have one that I wear more often than others,
and Father Figure is definitely one of those.
Speaker 2 (14:49):
Yes, it definitely sounds like it embodies your energy as well.
Speaker 1 (14:54):
I need to go smell it.
Speaker 2 (14:55):
It sounds incredible, speaking of depending on how you're feeling
that day. That leads us into talking about fragrance wardrobes,
which I'm a huge fan of personally as someone who's
never been, Like, eh, I don't want to signature since
there are so many beauti for fragrances in the world,
why would I want to just wear one for the
rest of my life. Jenna Alpha chooses fragrances based on
(15:15):
moods and outfits more so than any other generation. Was
this shift something you predicted or did you sort of
learned this on the job.
Speaker 3 (15:25):
I've always kind of worn fragrance like that even though
I'm not. I'm definitely not Jan Alpha or gen Z.
I'm a mid millennial.
Speaker 1 (15:34):
Right there with you two of us.
Speaker 3 (15:37):
But because I come from fashion and that's my background,
I never ever really wanted to say that I only
wore had one type of style. If anything, I had
a really hard time pinpointing down myself because some days
I wanted to wear a girly lacey dress because I
felt more feminine that day and I was feeling slightly flirty,
(15:59):
And other days I wanted to wear a flon black
suit because I just felt empowered and strong and cool
and sexy in that. And so when people were taught about, oh,
what's your style, like, I always never want to be
able to pinpoint that I love pink, I love wearing
all black. There was never a moment where like, this
is it for.
Speaker 1 (16:18):
The same I don't understand why.
Speaker 2 (16:20):
Like I get it, and I love it when someone
has their signature style, But I'm like, there are so
many fun cloids in the world.
Speaker 1 (16:26):
I want to have all of them. I want to
be a bikey cheek today tomorrow. I want to be
Bobby exactly.
Speaker 3 (16:32):
I love that that's exactly me. I feel like you
and I are the same.
Speaker 1 (16:34):
Yeah, both follow.
Speaker 3 (16:36):
Peoples exactly, But that's for that reason I view fragrance
in that way. I'm like, why would I have to
say that I only like floral, so I only like
woody sense, why can't I like all of them? And
so that's always been my way of wearing fragrance. It
would just be on top of whatever the vibe was
(16:58):
or whatever outfit style I was wearing for the day.
And I can't say that I was responsible for having
Gen Z or Gen Alpha be able to shop in
this way. But I think with this new generation they
don't like to be pinpointed down as just one thing
because we're a lot of things. Yeah, and I love
that we're kind of embracing all sides of us. And
(17:21):
so yeah, this new generation and even our generation I think,
are looking at fragrance is very differently than how our
parents used to wear fragrances. You know, gone are the
days are like I only wear this one cent to
anything and everything. I think now it's all about where
you're going, who you're seeing, what the vibe is, who
you want embody, or how do you want to feel.
(17:43):
So there's a lot of different ways to look at fragrance.
Speaker 2 (17:48):
Now, Yeah, and social media is a big part of that,
which is funny because you wouldn't think so because you
can't smell through a screen, like with makeup if you're
trying to sell makeup, of course you can swatch something,
sure what it looks like on the skin.
Speaker 1 (18:05):
Same thing with skincare you could share before and after.
Speaker 2 (18:08):
Is you only can do it really through storytelling and
perfume talk has been really massive for Flur. So did
you always know, like, how did you approach social media
when you were sort of trying to build things up
given how hard it is?
Speaker 3 (18:23):
Yeah? Yeah, So Forlur when we launched, we only had
our website. We were not at any stores. We weren't.
You weren't able to see it online and then go
test it out at a counter. And that's traditionally how
most people shop fragrance back then.
Speaker 2 (18:39):
Because it's so personal as well, you think, oh, I
kind of need to go smell that for myself.
Speaker 3 (18:44):
Yeah, because you don't know how it's going to lay
on your skin. You don't know if it's different than
what someone else likes. Because again, as you mentioned, it's
so personal, So typically people would see an ad or
they'll see a commercial or an influencer of celebrity talk
run and then go to their local storecounter and try
it and then test it out. But given that we
didn't have access to that at the time, I didn't
(19:08):
know how well it was going to do. It was like,
if we can sell ten of these Missing Persons, then
I'll be happy, because I do not know if people
are going to be wanting to blind buying a new
set that they have never smelled before. But that also
showed us that people are moved by stories and by
(19:28):
emotion and their curiosity. Missing Person not only sold out,
but we had a wait list of two hundred and
fifty thousand people and people couldn't get their hands on
it for six months until we were able to replenish
the demand. And so it was a really interesting time
for us because we're learning that, Okay, people are really
(19:49):
moved through just emotion and storytelling, and they're curious and
they're willing to try it out. And I think with
the last four years of building Flur and being able
to launch Sense that our community really loves now a
lot of them just want to buy the next floor
set because they already trust the brand so much, even
(20:10):
with the flour take on traditional ingredients like a vanilla
or a rose. Even if they don't like a rose,
they're like, oh, okay, we know that flur doesn't do
things the traditional way. I will give a row flurs
rose a chance. So we have a rose Whip and
it's a very dark, leathery, sexy rose. It's not a
(20:31):
gurly feminine calgary rose. Yes, it's a very nighttime hot,
sexy rose. And so a lot of people that typically
do not rose have loved Rose Whip, and so I
think it took some time to build the trust of
being able to blind by consistently online. But yeah, it's yes,
(20:52):
I do have partners, amazing partners like a Mecca, Yeah,
and try it out.
Speaker 2 (20:56):
So and I think that that is incredible and it
does speak volumes about the trust that they audience and
the consumers had in you as well, because it's then
not just that they are buying the lightest frik and
they are continuing to support you and they continually want
a piece of the brand, so sort of whatever is
(21:17):
coming out, I just think that that's fantastic.
Speaker 3 (21:19):
Thank you, thank you.
Speaker 1 (21:27):
So you've got an.
Speaker 2 (21:27):
Instagram broadcast channel called DMS from Chris. So people get
your deep thoughts and apparently it drives a lot of engagement.
What is it and how does this community tie into flur?
Are you getting real feedback from Fragrances to them, because
I imagine that it's a lot of these really beautiful,
(21:48):
engaged fans that are then going to blind by every
single item.
Speaker 3 (21:54):
Yeah, my community there are kind of, I want to say,
the closest spam that I have online. They're really engaged.
You know, they're the first ones to know what we're
going to be launching next. I also ask the questions
it is that they want to see next, and though
those questions might seem pretty general, we really take deep
(22:16):
consideration to what they do say there. And I do
share a lot of my deep kind of thoughts that
I probably won't feel comfortable just putting elsewhere. And it
is my most engaged audience, So we try to put
priority there and kind of share more exclusive content there.
Speaker 2 (22:35):
That's really important, that's really good, such good, like people
should be listening to this not just to learn about
Fragrance and your incredible brand, but also a lesson on branding.
Speaker 3 (22:45):
Oh thank you, I mean I think it's just like
I really view my followers as friends in a sense.
I know that sounds kind of strange and weird, But
you might have a lot of friends and a lot
of followers, but who are your core group, and you
know you treat your core group a little bit differently
(23:07):
than your acquaintances. Yeah, and so we try to give
that treatment to the people that really invest into my content,
into me, into my life. And it's a give and
take kind of reciprocal relationship.
Speaker 1 (23:21):
It is.
Speaker 2 (23:22):
And I think that, of course it might sound a
little bit strange calling them friends, but a lot of
the time they can be and you might have had
a relationship with them even if you've never met them
in person in your DMS for years.
Speaker 3 (23:35):
Yeah. I mean I was at a Mecca store yesterday
and there was a girl that came up to me
who works there, and she was in tears and she's like,
I've been following you since I was in elementary school.
I think she's probably in college now or just graduated college.
And I don't know what elementary school is for you
(23:58):
guys here, primary school, primary school. Yeah, and so she's like,
I'm just so proud of you. I've gone through so
much with you, and I think that one of the
reasons why my followers feel very connected with me is
because I started off on the Internet quite young, and
I've always been very transparent with what I was going through.
(24:22):
Sometimes I'm like, why why am I sharing this?
Speaker 1 (24:26):
Oh my god, you're an overshare like me.
Speaker 2 (24:28):
Sometimes you overshare and then just go ooh vulnerability hangover
when you think, oh wow, I really just chet.
Speaker 3 (24:35):
Yeah. I know. Sometimes you're like, oh, what did I
share that? But I think that is my responsibility given
that I have this platform. Same thing for you as well.
It's like there's a reason and bigger purpose of why
I have this platform, and if I can help someone out,
whether it be through my own struggles, my personal struggles,
or even like beauty things that I've learned throughout the
(24:58):
years that I regret or that I really love and
it can help someone else out, then yeah, I'll share.
I'll overshare any day. And so I think for the
last almost twenty years, I happen an oversharer and my
followers have felt deeply connected to me for that reason.
Speaker 2 (25:16):
And yeah, because you're not just posting a really aesthetic,
curated seemingly perfect ideal of things like you're posting in
real time and what's actually happening.
Speaker 3 (25:29):
Yeah, I mean I try. Sometimes it's harme.
Speaker 1 (25:31):
Oh of course I try.
Speaker 3 (25:32):
I'm sure with you too.
Speaker 2 (25:34):
So if you're walking into Mecca and you've never smelt
a flow fragrance before, what should you grab first?
Speaker 3 (25:43):
I always say missing person, because missing person is like
the white tea. Or I see that you're wearing blue
jeans today, so it's like the blue jeans your closet.
It's I always view things on in a fashion lens.
So you want to build out your fragrance wardrobe. You
want to have your classics and your basics before you
build out your trendier pieces, your more stylish fun pieces,
(26:04):
which we all need, but we all most importantly need
our classics in our basis because will always be there.
They go and layer beautifully with anything, Like with your outfit.
You could wear a blazer, you could wear a T shirt.
It will always work. You could always count on your jeans, right, yes, exactly,
So that's missing person. Missing person really because of the
(26:26):
skin musk. It just works so beautifully on people. And
if it's if people like stronger sense, I always say,
missing person is that base for it, Like, it's such
a beautiful layering base. But if they love a lighter,
airy clean scent, that's a missing person. And so I
always say start off with missing person and then you
(26:48):
can start building out the rest of your Figran's wardrobe.
Speaker 2 (26:50):
And final question, if you could create a fragrance that
captures the essence of Australia, what would it smell like
and what would you call it?
Speaker 1 (26:59):
Do you think is this the first time that you've
been to Australia.
Speaker 3 (27:02):
Yes, it's actually my first time ever. It's been a
dream of buying to be here. But also so yes,
it was my first time walking into a mecca too.
I was like, where has this been all my life?
Speaker 1 (27:13):
Did you go to the berk straight one?
Speaker 2 (27:15):
I did, Oh wow, that's quite the and I mean
I haven't been there, but I've seen that it's quite
the entry to a beauty store as well.
Speaker 3 (27:22):
It almost felt like I woke up from a dream
where I just had this dream of like this beauty fantasy,
and I woken myself up and I'm like, was that real?
That's how I felt. After walking out of there, I'm like,
was that even real? Like? Every beauty thing you could
ever think of is in one exactly. Yeah. So that's
a really fun question that I have not thought of,
(27:44):
but I would say, I would say beach skin. Beach skin.
I don't know if you've tried it yet. It is
hands down the most stunning, beachy, all year round beachy
sent It smells like a really nice, welcoming, expensive vocation.
Speaker 1 (28:08):
Ooh yeah, it's beautiful.
Speaker 3 (28:11):
So it's kind of like that transition of going from
the beach all day to taking a nice shower and
then transitioning into your nighttime gown to dinner some nice
So beach skin has what you would expect, like the
coconut and all the beach you knows that you would
(28:33):
think of. There's a little bit of jasmine, but the
base is where it gets really just warm and rich.
And you will notice this in a lot of our
sense is that it typically has more of a musky,
woody based to it, and that's why a lot of
these scents layer so nicely together. So beach skin, it
(28:57):
starts off with the bergamot, and then it ends with
the sandal wood, and then the vanilla and the musk
and so our skin family, so we have vanilla skin,
beach skin, caramel skin, and we're building out this skin
family because it's this and your skin. So you'll get
the top notes of let's say a beach right, but
(29:18):
then it always dries down back to your muskiness of
your skin because it's most more like you than anything else.
Speaker 2 (29:25):
And so and everything's so personal with how it develops
on you.
Speaker 3 (29:29):
Yes, exactly. We wanted it to feel like you with
kind of like a nice little opening top note. And
so I would say that that, to me feels like
Australia in a sense where everyone's so warm and nice,
Like everyone that I've met here, they're just so welcoming.
But then, like you, as you get to know people
(29:52):
or as you get to explore Australia, you're like, I
was not expecting this, Like I don't know why I
had this idea of how Australia would be like or
look like, but then I come and I'm like, wow,
Like there's so much stuff and culture here and there's
so much like there's an unexpectedness to Australia that I'm
(30:14):
discovering for the first time. So I would say that
speech skined.
Speaker 2 (30:17):
Hmm, Well, I'm gonna have to go straight to a
mecca and have a sniff of that, because it sounds
like it's.
Speaker 1 (30:22):
Right up my alley.
Speaker 3 (30:23):
I think you're gonna lie.
Speaker 1 (30:24):
And father Figure obviously.
Speaker 3 (30:27):
Yes, yes, father Figure is already I'm claiming it for you.
That's your energy.
Speaker 2 (30:32):
Yes, well, Rachelle, thank you so much. It's just been
such a delight. I could chat to you about fragrance
all day, so we really appreciate you sharing your time
with us while you're here.
Speaker 3 (30:42):
Thank you so much for having this was so fun.
Hopefully we'll get to meet each other and realize yeah,
next time I'm here.
Speaker 1 (30:48):
Well, thank you so much to Chrischelle.
Speaker 2 (30:51):
I'm about to go to Mecca and have a whiff
of all of the fragrances we.
Speaker 1 (30:54):
Just talked about. Selcia.
Speaker 2 (30:55):
There you can find us on all of the socials.
Will pop the links down below and we'll see you
next week.
Speaker 1 (31:01):
Bye.
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