Phlur, a fragrance startup launched by a former Ralph Lauren exec, is raising fresh funding – TechCrunch

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There’s no shortage of ideas being backed when it comes to direct-to-consumer e-commerce companies that are cultivating their own brands. We’ve seen everything from slippers to toothbrushes to, perhaps most famously, razor blades.

Among the newer frontiers being funded right now: ingredient-conscious perfumes. For example, the  New York-based, venture-backed cosmetics company Glossier began marketing a proprietary perfume called You last October that’s designed to change in…

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