PHLUR founder Eric Korman discusses building a conscious fragrance brand. Inspired by social pioneers like Everlane and TOMS, as well as sustainable manufacturers big and small, we sought to tackle the complex and fragmented fragrance industry with conscious choices embedded into our DNA. We considered every step of the business process as an opportunity for impact (Can we hold ourselves to higher vulnerable species standards? Can we use higher recycled glass content? Can we avoid stabilizers and other unnecessary additives? Can we make donations with meaning, directly tied to our impact?), taking nothing for granted.