The founders noticed that men's grooming was dominated by generic, one size fits all products. They wanted to create personalized deodorants and colognes matched to each customer's profile.
His background in farming inspired the brand's farm to table philosophy, applied to skincare. He saw an opportunity to create organic, eco‑friendly soaps while merging his agricultural roots with a passion for natural living.
Swartz saw an opportunity to create a grooming brand that rejected the metrosexual, glossy image of men's care products. He wanted to build something that resonated with blue collar values.
Born in Texas and raised partly in Seoul, Chriselle is a fashion influencer who acquired Phlur in 2021 during a personal turning point. Inspired by scent's emotional power especially during her divorce she relaunched the brand to tell stories through fragrance, starting with the viral hit Missing Person.
Co-founder and CEO. Previously worked in private equity at Charlesbank Capital Partners. He saw an opportunity to combine premium German engineering with a subscription‑based, consumer‑friendly model.
Deeb didn't intend to start a product company. He simply wanted to sharpen his design skills during downtime. He realized he could build a brand around good design, ethical manufacturing, and timeless utility.
