Xyrena is an

Austin, Texas Austin ( ) is the List of capitals in the United States, capital city of the U.S. state of Texas. It is the county seat and most populous city of Travis County, Texas, Travis County, with portions extending into Hays County, Texas, Hays and W ...

perfumery founded in

Los Angeles Los Angeles, often referred to by its initials L.A., is the List of municipalities in California, most populous city in the U.S. state of California, and the commercial, Financial District, Los Angeles, financial, and Culture of Los Angeles, ...

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 animal testing, tested on animals or made from animals are not considered cruelty-free, since these ...

and

vegan Veganism is the practice of abstaining from the use of animal products and the consumption of animal source foods, and an associated philosophy that rejects the commodity status of animals. A person who practices veganism is known as a ve ...

products certified by

PETA People for the Ethical Treatment of Animals (PETA; ) is an American animal rights nonprofit organization based in Norfolk, Virginia, and led by Ingrid Newkirk, its international president. Founded in March 1980 by Newkirk and animal right ...

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 ...

. 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 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 Aaliyah Dana Haughton ( ; January 16, 1979 – August 25, 2001) was an American singer, actress, dancer, and model. Known as the " Princess of R&B" and "Queen of Urban Pop", she is credited with helping to redefine contemporary R&B, p ...

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 Melissa Arnette "Missy" Elliott (born July 1, 1971), also known as Misdemeanor, is an American rapper, singer, songwriter, and record producer. She began her musical career as a member of the Contemporary R&B, R&B girl group 4 All the Sistas Arou ...

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 Killian Wells and Christopher Oroza was released for the fragrance. On September 30, 2015 one thousand samples of the fragrance were gifted to attendees of

's 35th Anniversary Party with

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

. Flazéda by

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

: 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), ''Drag Race'' franchise, produced by World of Wonder (company), World of Wonder for Logo TV (season 1–8), WOW Presents Plus, ...

An official fashion film titled #LoveYourself was released to support the fragrance; directed by Killian Wells 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, songwriter, musician, and businesswoman. With over 30 million records sold worldwide, she was known for her deep, expressive contralto vocals and her eclectic mix ...

) was compared to branding by

Vogue Vogue may refer to: Business * ''Vogue'' (magazine), a US fashion magazine ** British ''Vogue'', a British fashion magazine ** '' Vogue Adria'', a fashion magazine for former Yugoslav countries ** ''Vogue Arabia'', an Arab fashion magazine ** ' ...

and

Calvin Klein Calvin Richard Klein (born November 19, 1942) is an American fashion designer. In 1968, he launched the company that later became Calvin Klein. In addition to clothing, he has also given his name to a range of perfumes, watches, and jewellery. ...

Formula 3 by Dalton Maldonado: 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 that aims to eliminate homophobia in sports, based on the slogan, "If you can play, you can play." The campaign was launched on March 4, 2012, by three co-founders: Patrick Burke (a scout for the Philad ...

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

Twitter Twitter, officially known as X since 2023, is an American microblogging and social networking service. It is one of the world's largest social media platforms and one of the most-visited websites. Users can share short text messages, image ...

including

Michael Sam Michael Alan Sam Jr. (born January 7, 1990) is an American former professional American football, football defensive lineman who is a coach for the Panthers Wrocław in the European League of Football (ELF). Sam played college football for the ...

, 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 wa ...

, and

Montel Williams Montel Brian Anthony Williams (born July 3, 1956) is an American television host and actor. He is known for hosting the daytime tabloid talk show '' The Montel Williams Show'', which ran in syndication from 1991 to 2008. He currently hosts ''T ...

References

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