Ever since launching Missing Person in 2022, Phlur has become known for viral perfumes. As we welcome 2024, we reflect on each of our viral fragrances.
“Going viral” is a well-known phenomenon, yet the mystique deepens when a perfume manages to 'break the internet.' Unlike tangible items (think dresses or jackets with measurable dimensions and visible fabric), translating a fragrance into the digital realm is a nuanced undertaking. It requires compelling storytelling to elicit a visceral response, not unlike the experience of 'love at first smell.
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