It’s a cherry girl (or guy) fall for Phlur. The modern fine fragrance brand will release its first scent of this kind—an “enticing, dark and a little mysterious” aroma called Cherry Stem—the brand’s co-owner Chriselle Lim shared here exclusively.
Launching on September 6, this marks the brand’s first product since its July 2025 TSG Consumer private equity acquisition.
“Nothing will change regarding the formula and creative process,” Lim says about brand developments moving forward. “We’ll continue to have close relationships with the master perfumers and focus on making sophisticated, unexpected fragrances in the quality our customers know and respect us for. I’m also staying very involved and will continue on as creative director. If anything, the acquisition gives us even more resources to push our innovation further. We’re very excited for the future.”
Phlur Cherry Stem’s Unique Appeal
While you can expect the same “unexpected pairings” and “emotional connection” with all of the the brand’s scents to come, Phlur Cherry Stem is a fresh take for Lim.
“The scent is enticing, dark and a little mysterious,” she says. “You still get that mouthwatering burst of black cherry, but it’s lacquered—layered with plum nectar, sugared jasmine, and grounded in soft leather and deep woods. It toes the line between fruity and playful, and mysterious and provocative.”
The Sephora fan favorite has launched untraditional fruity scents in the past, but this leans into a deeper allure.
“Compared to other fruit scents in our portfolio, Phlur Cherry Stem is more flirtatious and sexier,” Lim explains. “Cherry Stem has a depth and nuance with the leather and woods that’s unique. It was inspired by flirtation, the crossing of legs, the lingering eye contact. It’s mysterious, seductive, but still full of energy. It perfectly captures what I wanted a cherry fragrance to be: fruity, yet deep and edgy.”
A Fall Fragrance For Everyone
While cherry has had a big beauty moment in 2025, it’s known to be a polarizing scent. Lim recognizes that, and ensures Phlur Cherry Stem is intended for a wide audience.
“We never make a straightforward fragrance,” she says. “We like to push boundaries by pairing familiar notes with unexpected ones. This isn’t your classic, syrupy cherry. Cherry Stem was designed to feel more complex, sexier, woodier and all grown-up. A lot of cherry fragrances can skew too synthetic, very sweet or juvenile, so we worked closely with our perfumer, Clement Gavarry, to ensure this cherry felt fruity, juicy, sophisticated and modern.”
Describing the scent in more detail, the style editor and entrepreneur went on to explain why this is potentially a perfect scent for fall.
“I personally loved the idea of launching a cherry fragrance right at the beginning of fall to help you transition to your fall fragrances,” she shares. “In terms of pairings, I’ve been loving Cherry Stem and Phlur’s Rose Whip together. They both have leathery notes in the base, so they work really well together: a bit of fruit, a bit of floral, with some leather and wood mixed in.
While the initial thought of cherry may not scream cozy, overcast weather, Lim says the dry-down experience will prove otherwise.
“At first, Cherry Stem is juicy and warm,” she explains. “And then as it sits on your skin, it becomes more of a woody scent with a sultry trail. I’ve been loving it for date nights, and my partner has also been reaching for it, too. It’s sexy on women, but I think it’s even sexier on men.”
Ultimately, Phlur Cherry Stem is just one more representation of the evocative energy the brand will continue to radiate.
“We believe that scent is a medium of self-expression, and that your fragrances should be as multifaceted as you are,” Lim says. “Our fragrances are inspired by everyday moments and feelings, and we want our customers to feel like they can use our [products] to enhance their every mood and moment. We want our customers to build a fragrance wardrobe that empowers their self-expression, and to feel like they can live in our fragrances—curating, collecting, and layering on new combinations just like you would an outfit.”