Xyrena

Xyrena[3] is an Austin, Texas[4] perfumery founded in Los Angeles specializing in cruelty-free and vegan products certified by PETA[5] and Leaping Bunny.[6] Xyrena describes itself as "a defiant cosmetics startup that includes the world's first celebrity-partnered on-demand perfumery".[7] Xyrena only releases fragrances in water-free Extrait de Parfum form.[8]

Xyrena
IndustryBeauty
Founded2015 (2015) in Los Angeles, California
FounderKillian Wells[1]
Headquarters
Austin, Texas
,
United States
Area served
Worldwide
Products
Websitewww.xyrena.com

History

Founder Killian Wells coined the name "Xyrena" as a compound of two terms:[9] 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."[10] The name Xyrena also means "enchanter" in Old Greek.[11]

Notable fragrances

Aaliyah by Xyrena:[12] 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 & mother Diane Haughton.[13] Missy Elliott supported the fragrance[14] with a tweet.[15] 5% of the proceeds from Aaliyah by Xyrena will be donated to the Aaliyah Memorial Fund.[16] An official web spot, directed by Killian Wells and Christopher Oroza was released for the fragrance.[17] On September 30, 2015 one thousand samples of the fragrance were gifted to attendees of PETA's 35th Anniversary Party with Paul McCartney.[18][19]

Flazéda by Pearl:[20] Created by Xyrena in collaboration with Pearl, Flazéda is the first commercial fragrance to be released by an alumnus of RuPaul's Drag Race[21] An official fashion film titled #LoveYourself[22] was released to support the fragrance; directed by Killian Wells and Christopher Oroza, the high-fashion short (featuring a soundtrack reminiscent of Amy Winehouse) was compared to branding by Vogue and Calvin Klein[23]

Formula 3 by Dalton Maldonado:[24] Formula 3 is the first signature fragrance from an openly gay athlete.[25][26] Part of the proceeds from Formula 3 go to support the LGBT sports organization You Can Play.[27] Professional athletes and celebrities have shown their support of the product on Twitter including Michael Sam, Wade Davis, Jason Collins, and Montel Williams.[28]

References
  1. Khan, Ra'ed. "Aaliyah's Family to Release Fragrance in Tribute of the R&B Star". MTV UK. Viacom International Inc. Retrieved September 28, 2015.
  2. "Xyrena perfumes and colognes". Fragrantica. Fragrantica Perfumes Magazine. Retrieved September 28, 2015.
  3. "Xyrena - Basenotes.net". Basenotes. Basenotes.net. Retrieved September 28, 2015.
  4. "Instagram". Instagram.com. Retrieved July 23, 2020.
  5. "PETA Search for Cruelty-Free Companies and Products". PETA. Retrieved September 28, 2015.
  6. "Xyrena Leaping Bunny Listing". Leaping Bunny Program. Retrieved September 28, 2015.
  7. "Aaliyah 'Tribute' Perfume Commercial Hits the Net: Watch". Radio.com. CBS Local Media. Retrieved September 28, 2015.
  8. "FAQ". Xyrena.com. Retrieved September 28, 2015.
  9. "Xyrena perfumes and colognes". Fragrantica. Fragrantica.com Perfumes Magazine. Retrieved September 28, 2015.
  10. "Definition of Renascor". Latin Dictionary. Latin-Dictionary.org. Retrieved September 28, 2015.
  11. "Xyrena - Meaning of Xyrena". BabyNamesPedia. Baby Names Pedia. Retrieved September 28, 2015.
  12. "Aaliyah Xyrena for women and men". Fragrantica. Fragrantica.com Perfumes Magazine. Retrieved September 28, 2015.
  13. Tardio, Andres. "Here's The Story Behind The New Aaliyah Fragrance". MTV.com. Viacom International Inc. Retrieved September 28, 2015.
  14. "Aaliyah's Family Launches Tribute Fragrance". Rap-Up.com. Retrieved September 28, 2015.
  15. Elliott, Missy. "Missy Elliott on Twitter". Twitter. Retrieved September 28, 2015.
  16. Mychaskiw, Marianne. "Aaliyah Is Getting a Tribute Fragrance". InStyle. Time Inc. Retrieved September 28, 2015.
  17. "Aaliyah by Xyrena The Official Tribute Fragrance". Vimeo. Xyrena. Retrieved September 28, 2015.
  18. "PETA Gift Bag Event Sponsors". PETA. PETA. Retrieved October 5, 2015.
  19. "Xyrena Tweet". Twitter. Xyrena. Retrieved October 5, 2015.
  20. "Flazéda by Pearl Xyrenafor women and men". Fragrantica. Fragrantica.com Perfumes Magazine. Retrieved September 28, 2015.
  21. O'Donnell, Carey. "Pearl Releases New Signature Fragrance, Flazéda". Logo: NewNowNext. Viacom International Inc. Retrieved September 28, 2015.
  22. "#LoveYourself - Flazéda by Pearl". Vimeo. Xyrena. Retrieved September 28, 2015.
  23. Blankenship, Mark. "Drag Race Runner Up Pearl Has Turned 'Flazéda' Into A Fragrance". Previously.TV. Brother of Menelaus, Inc. Retrieved September 28, 2015.
  24. "Formula 3 by Dalton Maldonado Xyrena for women and men". Fragrantica. Fragrantica.com Perfumes Magazine. Retrieved September 28, 2015.
  25. "New Scent to Support LGBT Charity". License Magazine. Advanstar Communications Inc. Retrieved September 28, 2015.
  26. Thulin, Lesley. "Xyrena Launches Fragrance From Athlete". Drug Store News. Lebhar Friedman. Retrieved September 28, 2015.
  27. Zeigler, Cyd (September 15, 2015). "Smells Like Teen Athlete". OutSports. Vox Media, Inc. Retrieved September 28, 2015.
  28. "#Formula3, inspired by @d_maldy23, is the 1st branded fragrance from an openly gay athlete!". Twitter. Retrieved September 28, 2015.
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