Chriselle Lim HAS SPENT THE LAST DECADE SHOWING US HOW TO build a lifestyle brand.
But in her latest era, the founder and creative force behind PHLUR is trading hustle culture for intentionality.
Known for her effortlessly elevated aesthetic, Lim has mastered the art of evolving in public while staying grounded in her voice. Whether she’s shaping the future of fragrance, setting the tone for digital entrepreneurship, or protecting the parts of her life that matter most, she’s proving that true longevity comes from authenticity, reinvention, and knowing exactly who you are. Read about Chriselle Lim’s journey in her C&C 100 interview below.
You’ve accomplished so much since the last time you were featured on the C&C 100 list. What’s been the biggest pivots you’ve made in your business since then?
The biggest pivot for me has really been internal before anything else. I’ve shifted from saying yes to everything to being incredibly intentional about what aligns with me, creatively, emotionally, and long-term. Earlier in my career, growth looked like expansion: more projects, more partnerships, more visibility. But in this chapter, growth has meant refinement. Building a business that supports my life, not the other way around, has been the biggest transformation.
In an industry that moves quickly, how have you approached building something with longevity?
In an industry that moves as quickly as ours, I’ve learned that longevity comes from anchoring yourself in something deeper than trends. For me, that’s always been storytelling and connection. Platforms will evolve, algorithms will change but if you have a clear point of view and a genuine relationship with your audience, that’s what carries you through. I’ve also become more focused on building infrastructure behind the scenes, systems, teams, and boundaries that allow the brand to sustain itself beyond just moments of virality.
What’s a risk you’ve taken in this latest chapter of your brand that paid off?
A risk that really paid off was allowing myself to evolve publicly, even when it felt uncomfortable. There’s pressure to stay consistent with what people expect from you, but I’ve learned that reinvention is necessary for growth. Whether it was shifting my content, redefining my brand, or stepping into more ownership in my business ventures, those moments of uncertainty ended up being the most defining. Betting on myself, especially when the path wasn’t fully clear has been the most worthwhile risk of all.
What was the biggest mindset shift required to go from where you started to where you are now?
The biggest mindset shift was moving from seeking validation to building conviction. In the beginning, I think so much of what I did was driven by external feedback: what people liked, what performed well, what felt “safe.” But over time, I realized that real growth only happens when you trust your own vision, even when it’s not immediately understood. Letting go of that need for approval and really owning my perspective changed everything for me.
You’ve shared a lot of your life over the years—how has your relationship with what you choose to share changed as your popularity grows?
My relationship with sharing has definitely evolved. In the early days, I shared almost everything because it felt like that transparency was what built connection and it did. But as my life grew and changed, especially becoming a mother, I became much more intentional. Not everything needs to be content. I’ve learned to protect certain parts of my life and keep them sacred, while still showing up in a way that feels honest and meaningful.
What is something you will not sacrifice in the name of success? Have you ever had to turn down opportunities to stay aligned with your values?
Something I will never sacrifice is my sense of self. It’s so easy in this industry to blur the lines between who you are and what you do, but I’ve learned how important it is to stay grounded in my values and my identity outside of work. And yes, that has meant turning down opportunities sometimes really big ones if they didn’t feel aligned. Short-term wins are never worth long-term misalignment.
Your journey is so unique and has inspired so many people. What advice would you give to people who want to follow a similar path?
For anyone wanting to follow a similar path, my advice is to really take the time to understand your voice before trying to grow your audience. It’s easy to replicate what you see working for others, but longevity comes from authenticity. Also, be prepared for evolution what you start with won’t be what you end with, and that’s a good thing. Give yourself permission to grow, pivot, and redefine success on your own terms.
What does success look like to you right now versus when you first started?
Success looks very different to me now than it did in the beginning. Before, it was very external numbers, recognition, milestones. Now, it’s much more internal. It’s about peace, balance, and being proud of the life I’ve built both personally and professionally. It’s having the freedom to choose, to slow down when I need to, and to be fully present in the moments that matter.
What’s something you would do more of if you had the time?
If I had more time, I would spend even more of it creating without an agenda. Some of my favorite ideas come from that space of curiosity and play, without thinking about performance or outcome. I think there’s something really powerful about creating just for the sake of creating and I’d love to lean into that more.
