Phlur is a new brand of perfumes with affordable (under $100) perfumes marketed like it’s a tech startup. I don’t want to repeat myself, but if you are curious about my thoughts on the marketing, you can see my review of Moab, a delicious amber. So far, I’ve been pleasantly surprised by this brand and couldn’t wait to try more.
Hepcat opens like a “boozy vetiver”. It’s like vetiver root submerged into something fruity, almost like brandy. It smells like tobacco and hay (which I assume is the saffron). As the fragrance wears, it becomes more leather-y. There’s a “mustard seed” synth oud (like that in Tom Ford Oud Wood). However, there’s still that cherry/almond booziness in the background. The dry-down is a leathery, dry vetiver. Hepcat is a tall, dark and handsome vetiver that’s going to get some attention.
As discussed, the marketing of this brand makes me feel old and out-of-touch, but the perfumes that I’ve tried have been excellent for their price. This is obviously the “hipster dude” fragrance since the marketing mentions Bushwick in the same line as “artisanal” and the soundtrack full of white dudes with guitars from (hip) Wild West states. Personally, I’m happy I can get past the marketing and enjoy the fragrance. I guess what I’m saying is that if you have loved perfume for a long time, don’t let this new, trendy marketing keep you from trying this line. And this price is right if you’re an old, jaded perfumista like myself!
Notes listed include Madagascar vetiver (there’s more for sure). UPDATE, the site added a note list (apparently we can’t handle a non-notelist word): saffron, black vetiver, tobacco and oud. Launched in 2016. PERFUMER – Nathalie Benareau
Give Hepcat a try if you like smoky vetivers, boozy scents or tobacco. Or fragrances like Bvlgari Man in Black, Tom Ford Oud Wood, Tom Ford Tuscan Leather, Tom Ford Grey Vetiver, Montale Aoud Leather, Odin 12 Lacha, Maison Martin Margiela REPLICA Jazz Club and/or Puredistance M. The fragrance is marketed as being more masculine. I do think it’ll be very popular with younger men (which is obviously its target demo). However, it’s not that typical “young man” fragrance. It’s a dark, boozy vetiver that one will most likely enjoy if they wear the Tom Ford Private Blends like Oud Wood, Tuscan Leather or Tobacco Vanilla.
The brand says, “Weight and sillage is heavy/far”. I say projection is average and longevity is above average.
The 1.7 oz EDP retails for $85 at Phlur. Samples are also available for purchase.
Victoria’s Final EauPINION – Boozy vetiver. Like Moab, I am enjoying this one far more than I should. It’s a boozy, smoky vetiver that performs better than many of those “designer niche” perfumes. I was wearing it a lot until I noticed my bottle was missing…my spouse hijacked it for himself.
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