Strawberry Letter

Phlur, the American brand whose creative director is Chriselle Lim, unveiled Strawberry Letter in early 2024, for spring. The brand says it creates modern fragrances, mindfully formulated, responsibly sourced and composed by world-class perfumers.

Gabriela Chelariu says she wanted a high-definition, ultra-saturated strawberry essence. She chose gariguette strawberry for its soft, sugar-like facets, and speaks of a fragrance that transports you through time.

According to NewBeauty, the first batch sold out in twelve hours, with more than fifty thousand people on the waitlist; the magazine found it back at Sephora in the fall of 2024. Strawberry Letter is sold in fifty milliliters and in a nine-and-a-half-milliliter travel size.

What the house says

Phlur describes it as a fruity gourmand, alluring, addictive and undeniably sexy, which opens on a juicy playfulness before sliding into an unexpectedly chic decadence. Pulpy red strawberries meet a plum nectar in a burst of brightness.

The brand likens the fragrance to a love note sealed with a kiss, hard to forget. It announces fresh flowers set over a sensual blend of amber and tonka bean, for a result it calls more complex than it seems.