Phlur

Phlur burst on the scene with clean, thoughtfully-crafted fragrances that broke away from traditional ‘designer perfume’ tropes. Founded in 2015 and relaunched more broadly around 2021, the brand emphasises sustainability, vegan and cruelty-free formulations, and a more personal, mood-oriented take on scent.

Signature lines such as Missing Person have become viral sensations by tapping into emotional resonance and modern storytelling.  What’s compelling: rather than chasing maximal projection or classic perfume tropes, Phlur invites you to layer, experiment, and choose fragrance based on how you feel.

If you’re into fragrance that feels modern, conscious and a little less “obvious designer”, Phlur is a brand to explore.

Rhode‍

Founded by model-entrepreneur Hailey Bieber (her middle name is Rhode), the brand launched in 2022 and quickly became one of the fastest-rising names in skincare and makeup.  With a sleek minimalist aesthetic and a focus on formulations that deliver visible results (for example, peptide-rich lip treatments, barrier creams etc.), Rhode taps both beauty-lover desire and skincare-meets-makeup functionality.

Why it’s “hot”: a few reasons. First, it’s backed by strong social media traction, and second, it offers that “clean-but-effective” feel which many modern shoppers want. Third, the brand’s simplicity and clarity (fewer SKUs, clean aesthetic) make it digestible.

If you’re into the “less is more” beauty philosophy but still want performance, Rhode is a go-to.