Krisel Lim: We forge our own identity

Kristel Lim, the founding partner and creative director of the brand "PHLUR," focuses on crafting perfumes that express personal identity and touch emotions, rather than simply following trends. She launched the "Vanilla Canyon" fragrance, inspired by feelings of freedom and liberation. It combines vanilla with notes of oak wood, wild honey, and plum, offering a sense of warmth and expansiveness. The UAE was chosen as the launch location for this perfume because of its strong cultural connection to fragrances. The region is a key part of PHLUR's expansion strategy in the Middle East, where perfumes play a vital role in daily rituals and self-expression. PHLUR aims to continue creating perfumes that blend different notes and provide unique olfactory experiences, with future plans for further expansion and innovation in the region.

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