Phlur is a new brand of perfumes located in Austin, Texas. As someone that has been writing a perfume blog since 2008, I’ve tried a lot of brands. Phlur claims to take the “BS out of fragrance buying”. That’s honorable, but what is the BS? I think Perfume People would describe what irks them about the perfume industry differently than someone that is the occasional perfume wearer. When you go to the site, there’s no notes listed. Instead it’s a playlist, lots of pictures of hot young people and a paragraph describing how this perfume is supposed to make you feel. I’ve seen this with other perfume start-ups¹ and honestly, it’s hard for me to get used to. I don’t want my perfumes to sound like app names. I know note list are deceiving but I like them better than being told how to feel. Pictures of young hot people do nothing for me. However, there are things about Phlur that I agree is cutting out the perfume industry BS. I love the price point of this line. I love that samples are easy to obtain. I like that they are trying to push non-Perfume People into seeing fragrance as an experience instead of a consumer product.
Anyway, let’s get to this perfume, Moab. I wanted to try this one just because Ralf Schwieger is the perfumer (the Nose of perfumes like Malle Lipstick Rose and Hermès Eau des Merveilles).
Moab is like a warm amber that gives the impression of desert winds. It opens with baked apples and cinnamon. It comes across like an amber and apple pie baking in the oven. This sounds very gourmand (and I guess it is) but it changes. Dry woods make an appearance. The cinnamon and nutmeg start to wear like dry woods instead of baking spices. Moab mostly wears a spicy amber and dry woods with apple cider in the background. It’s soft, warm and wears like sunshine on bare skin. The dry-down is the same theme of amber/woods except the amber gets sweeter with a heavy dose of benzoin and balsamic vanilla but also saltier like ambergris.
Overall, I’m really impressed with Moab. It’s soft, warm and cozy. At times it reminds me of desert sand and a breeze. Other times it reminds me of spicy winter baked goods. I’m happy with either reminder. The point is that it’s a warm and comforting fragrance.
Notes listed Honduran styrax AKA benzoin (there’s more for sure). Launched in 2016. PERFUMER – Ralf Schwieger
Give Moab a try if you like spicy amber or benzoin perfumes. Or if you like fragrances like Comme de Garcons, Le Labo Benjoin 19, Costume National Homme, Bois 1920 Dolce di Giorno, Hermès Hermèssence Ambre Narguile and/or Serge Lutens 5 O’Clock Au Gingembre. I think that Moab smells great but I think it smells amazing for its price.
According to the brand projection and the weight is “medium”. I find projection average (medium, I guess?) and longevity above average. In other news, the bottle is really nice. It’s opaque to keep light out and it feels really heavy. Heavy to me always feels like quality. Also, the cap is metal and magnetic (no plastic!), this is the key to my heart.
Also, as a GIS student I was trying to figure out “30° 97º” on the bottle. That’s not Moab. That’s somewhere in Texas. Well, it’s Austin, Texas and that’s when I figured out that this brand is located in Austin. I think this is adorable (as a GIS student), but I sort of wish it had Moab’s coordinates because it’s confusing. I’m sure everyone really cares about this…but for real, I do.
The 1.7 oz retails for $85 at Phlur. Samples are also available for purchase.
Victoria’s Final EauPINION – Apple pie amber and rays of sunshine Listen, if you don’t think that sounds cozy and comforting then I don’t know what to do with you. For me, this is one of my “comfort scents”.
My verdict is that I can’t wait to try the other Phlur fragrances. I’ll cut them some slack. Moab is better than a lot of the Nouveau Niche that I’ve tried over the past few years.
¹Pinrose is a good example. I’ve noticed that with time they’ve shifted some of their marketing to be more “traditional” (like giving a note list).
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