There’s a certain energy in the air when a brand everyone’s been talking about finally arrives in the region – and Phlur’s debut in the Middle East was no exception. For the latest GRAZIA Gathering, we brought our community together for an intimate evening with Phlur, welcoming founder Chriselle Lim to Dubai as she officially introduced the brand to the Middle East.
Held at Le Guepard Dubai, the event focused on what GRAZIA does best – genuine conversation, creativity, and bringing people closer to the stories behind the brands they love.
Hosted by GRAZIA Editor Olivia Morris alongside Chriselle, the night gave guests a closer look at Phlur’s philosophy and the emotional narrative that shapes each fragrance.
Chriselle spoke openly about the personal experiences that inspired her first two scents: Missing Person, the fragrance that became a global talking point for its ability to evoke memory and emotion, and Father Figure, which reflects strength, identity, and reinvention.
With a purposely intimate guest list, attendees had the chance to connect with Chriselle directly, ask questions, and discover the fragrances in a setting that felt more like a conversation among friends than a traditional launch. It was a format that resonated, especially in a region where scent is deeply personal and often tied to culture, family, and self-expression.
The atmosphere was warm, social, and unmistakably GRAZIA – a blend of community, creativity, and curiosity. As Phlur steps into the Middle East, the gathering offered a first glimpse into how the brand’s storytelling and modern approach to fragrance will sit within this market.
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A meaningful introduction – and just the beginning of Phlur’s regional chapter. Take a look inside the exclusive GRAZIA Gathering below.
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