TSG Consumer Acquires PHLUR

Deal News | Jul 23, 2025 | Ropes & Gray

TSG Consumer, a prominent private equity firm known for its focus on consumer goods, has successfully acquired PHLUR, a modern fragrance brand praised for its unique approach to storytelling and accessibility. The terms of the acquisition remain confidential. The transaction was supported by the legal expertise of Ropes & Gray, whose team included a group of specialized partners and associates across various legal disciplines. Together, they ensured a seamless integration for TSG Consumer, which operates out of major global locations including San Francisco, New York, and London.

Sectors

Private Equity
Fragrance and Cosmetics
Legal Services

Geography

United States – TSG Consumer and PHLUR are both operating in the United States, with specific mentions of San Francisco and New York.
United Kingdom – TSG Consumer also has investment offices in London, indicating its global presence.

Industry

Private Equity – The acquisition of PHLUR by TSG Consumer highlights the role of private equity in expanding and refining consumer brands.
Fragrance and Cosmetics – PHLUR operates within the fragrance sector, known for its emotion-led storytelling and consumer appeal.
Legal Services – Ropes & Gray provided legal advisory services supporting the transaction, showcasing the importance of legal expertise in M&A transactions.

Financials

Not Disclosed – The financial terms of the transaction between TSG Consumer and PHLUR have not been made public.

Participants

Name	Role	Type	Description
TSG Consumer	Acquirer	Company	A leading consumer-focused private equity firm with a presence in San Francisco, New York, and London.
PHLUR	Target Company	Company	A modern fragrance brand recognized for its emotion-led storytelling and accessible positioning.
Ropes & Gray	Legal Advisor	Company	A law firm advising TSG Consumer on its acquisition of PHLUR. Their team includes several specialized partners and associates.