To me, Phlur has always been a very forward-thinking brand and that will not change.
Our philosophy on formula, ingredients, transparency and sustainability will remain the same.
What I think may change though is the language used around who we are as a brand.
I know Phlur is known as a “clean” brand, but that is a word that means different things to different people. And within the beauty industry the word “clean” isn’t regulated.
As opposed to focusing on what ingredients are not in our formulas, I’d rather focus on the ingredients we choose to use and why.
To me, that feels Modern and Intentional…maybe that’s the best way to describe who we are as a brand now.