Xyrena is an

Austin, Texas Austin is the capital city of the U.S. state of Texas, as well as the county seat, seat and largest city of Travis County, Texas, Travis County, with portions extending into Hays County, Texas, Hays and Williamson County, Texas, Williamson co ...

perfumery founded in

Los Angeles Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world' ...

specializing in

cruelty-free In the animal rights movement, cruelty-free is a label for products or activities that do not harm or kill animals anywhere in the world. Products tested on animals or made from animals are not considered cruelty-free, since these tests are often ...

and

vegan Veganism is the practice of abstaining from the use of animal product—particularly in diet—and an associated philosophy that rejects the commodity status of animals. An individual who follows the diet or philosophy is known as a vegan. ...

products certified by PETA and

Leaping Bunny Cosmetic testing on animals is a type of animal testing used to test the safety and hypoallergenic properties of cosmetic products for use by humans. Since this type of animal testing is often harmful to the animal subjects, it is opposed by a ...

. Xyrena describes itself as "a defiant cosmetics startup that includes the world's first celebrity-partnered on-demand perfumery". Xyrena only releases fragrances in water-free Extrait de Parfum form.

History

Founder

Killian Wells Killian Wells is a pop singer, songwriter, record producer, and entrepreneur from New York City. Wells owns the record label Inferno Records, is the founder and head perfumer of Xyrena (a celebrity-branded perfume company), the CEO oSocial Curr ...

coined the name "Xyrena" as a compound of two terms: XY for male and female chromosomes (echoed by the brand's unisex fragrances and cosmetics) and RENA, from the Latin word renascor, which means "to be renewed or reborn." The name Xyrena also means "enchanter" in Old Greek.

Notable fragrances

Aaliyah by Xyrena: A tribute fragrance to the late singer known as the "Princess of R&B". Launched for pre-order on September 15, 2015, Aaliyah by Xyrena was developed in collaboration with Aaliyah's brother

Rashad Haughton Rashad Hasan Haughton (born August 6, 1977) is an American writer, film director and screenwriter. Haughton is the older brother of American singer and actress Aaliyah and nephew of Blackground Records founder Barry Hankerson. Early life Rashad ...

& mother Diane Haughton. Missy Elliott supported the fragrance with a tweet. 5% of the proceeds from Aaliyah by Xyrena will be donated to the Aaliyah Memorial Fund. An official web spot, directed by

and Christopher Oroza was released for the fragrance. On September 30, 2015 one thousand samples of the fragrance were gifted to attendees of PETA's 35th Anniversary Party with

Paul McCartney Sir James Paul McCartney (born 18 June 1942) is an English singer, songwriter and musician who gained worldwide fame with the Beatles, for whom he played bass guitar and shared primary songwriting and lead vocal duties with John Lennon. One ...

. Flazéda by

Pearl A pearl is a hard, glistening object produced within the soft tissue (specifically the mantle) of a living shelled mollusk or another animal, such as fossil conulariids. Just like the shell of a mollusk, a pearl is composed of calcium carb ...

: Created by Xyrena in collaboration with

, Flazéda is the first commercial fragrance to be released by an alumnus of

RuPaul's Drag Race ''RuPaul's Drag Race'' is an American reality competition television series, the first in the ''Drag Race'' franchise, produced by World of Wonder for Logo TV (season 1–8), WOW Presents Plus, VH1 (season 9–14) and, beginning with the f ...

An official fashion film titled #LoveYourself was released to support the fragrance; directed by

and Christopher Oroza, the high-fashion short (featuring a soundtrack reminiscent of

Amy Winehouse Amy Jade Winehouse (14 September 1983 – 23 July 2011) was an English singer and songwriter. She was known for her deep, expressive contralto vocals and her eclectic mix of musical genres, including soul, rhythm and blues and jazz. A membe ...

) was compared to branding by

Vogue Vogue may refer to: Business * ''Vogue'' (magazine), a US fashion magazine ** British ''Vogue'', a British fashion magazine ** ''Vogue Arabia'', an Arab fashion magazine ** ''Vogue Australia'', an Australian fashion magazine ** ''Vogue China'', ...

and Calvin Klein Formula 3 by

Dalton Maldonado Dalton Maldonado (born October 20, 1995) is an American high school basketball player and LGBT rights activist, who came to National prominence when he shared his harrowing tale of intimidation when he came out at a high school basketball game ...

: Formula 3 is the first signature fragrance from an openly gay athlete. Part of the proceeds from Formula 3 go to support the LGBT sports organization

You Can Play You Can Play is a social activism campaign dedicated to the eradication of homophobia in sports, centered on the slogan, "If you can play, you can play." The campaign was launched on March 4, 2012, by its three co-founders: Patrick Burke (a sco ...

. Professional athletes and celebrities have shown their support of the product on

Twitter Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, and ...

including

Michael Sam Michael Alan Sam Jr. (born January 7, 1990) is an American professional football defensive lineman for the Barcelona Dragons in the European League of Football. A defensive end, Sam played college football for the Missouri Tigers and was d ...

, Wade Davis,

Jason Collins Jason Paul Collins (born December 2, 1978) is an American former professional basketball player who was a center for 13 seasons in the National Basketball Association (NBA). He played college basketball for the Stanford Cardinal, where he was ...

, and

Montel Williams Montel Brian Anthony Williams (born July 3, 1956) is an American television host, actor and motivational speaker. He is known for hosting the long-running daytime tabloid talk show '' The Montel Williams Show'', which ran in syndication from 199 ...

References

{{reflist Celebrity perfumes Perfume houses Perfumes Companies based in Austin, Texas