In episode 87, Kestrel welcomes Eric Korman, the CEO and Founder of PHLUR, an Austin-based startup that is the first all-digital fragrance company.  With PHLUR, customers get an immersive online experience where they can view images, playlists and horoscope-like descriptions to choose their fragrance style without actually having to smell it first. Apparently, it's scientifically proven that humans smell first with their eyes. "One thing that's kind of crazy about the fragrance category is that brands aren't legally required to disclose what they put in the bottle." -Eric, CEO of PHLUR Eric shares insight into the psychology of scent, and how these concepts drove his framework for building his company.  The second you spray fragrance on your body, the scent begins to evolve because your body is a little heater. Dr. Rachel Herz, expert on the psychology of scent Anne Serrano McClain, helps develop PHLUR's scents IUCN Red List, list of endangered + threatened plant species, which are all prohibited from being used in PHLUR's products Scent is damaged by light, which is strange when 98% of the perfumes on the market are showcased in clear glass bottles. Turns out, brands typically add the preservative BHT to counteract this. PHLUR uses opaque bottles instead, and doesn't have to add anything extra. Made Safe, certification body EWG, Environmental Working Group Bioaccumulation Leaping Bunny, cruelty-free badge In 2017, only 4 or 5% of the fragrance category is purchased online, which is extremely low compared to other categories today. ___________________________________________________________________________ Wear Your Values: The Global Premiere of Riverblue Join me on Sunday, November 19th for the international premiere of the RiverBlue documentary. In collaboration with Remake, GlobeIn, Coyuchi, Fashion Revolution and Wildlife Works, the event will take place at the Roxie Theater. Following the screening, I'll be moderating a brief Q&A with industry experts from Remake, GlobeIn and Coyuchi. Get Your Tickets Here