The fragrance industry has been stagnant with very little innovation for years. Xyrena is a new disruptive cosmetics brand featuring the world's first on-demand celebrity-partnered perfumery. Xyrena had an ambitious first year goal of both creating a luxury platform for influencer partners (to offer fans products that are much more personal and exciting than the proverbial tees and posters) as well as defining Xyrena as the progressive brand leader in support of animal rights, human rights, and the environment.
Innovative Products & Industry Firsts: Xyrena's rapidly growing diverse fragrance portfolio includes traditional celebrities like Aaliyah by Xyrena, a tribute to the late R&B star to offbeat releases like Andy Kaufman Milk & Cookies, a gourmand fragrance. Xyrena also collaborates with rising influencers like musician (and 7th Annual Shorty Awards Nominee) Sebastian Olzanski for Bae and Pearl of RuPaul's Drag Race for Flazéda. Xyrena also released Formula 3 with Dalton Maldonado, the first signature fragrance from an openly gay athlete. A portion of the proceeds from Formula 3 go to the LGBT athletics organization "You Can Play." Pro athletes Michael Sam, Wade Davis, and Jason Collins have all praised the release on social media.
Cruelty-Free, Green, & American Made: In 2015 Xyrena became the first and only celebrity fragrance house to be fully certified cruelty-free and vegan by PETA, Leaping Bunny, and Vegan Action.
A first of its kind for the mainstream market, Xyrena packages its parfum in an environmentally sustainable case constructed of a premium cruelty-free black leatherette exterior with a complementary gold zipper, EVA cushioning, and black velvet interior. Customers have found this eco-friendly packaging to be an enticing bonus to the purchase of any Xyrena parfum and a component they proudly display across social media.
All Xyrena products are made in Los Angeles with U.S. sourced ingredients.
Going Beyond Celebrity Branding: Not just a celebrity brand, in 2015 Xyrena launched its ultra-realistic Virtual Reality Collection including Factory Fresh which smells like new sneakers (and received a tweet from Finish Line), Dark Ride which captures the thrilling scent of theme park water rides like Pirates of the Caribbean, and Xyrena 66 which smells like the open road (with notes of gasoline, motor oil, and leather car interior) which is featured in the April 2016 issue of Motor Trend Magazine.
As of February 2016 (less than 9 months after Xyrena's first product was announced) the brand has been featured by practically every major web and print publication including InStyle, Playboy, Complex, Seventeen, CNN, TMZ, Twist, MTV, Vibe, Advocate, Allure, Mashable, Motor Trend, License Global, and numerous others. All of Xyrena's exposure has been secured through in-house PR, strategic partnerships, creative web spots, and social media. Xyrena's first ever web spot (for Flazéda) won Viewer's Choice for Best Mini Film at the 7th Annual Taste Awards in February 2016.
Xyrena met and surpassed its brand launch goal for 2015 and continues to grow rapidly in 2016 as a result of those efforts. As critic Jodi Battershell of leading fragrance blog Fragrantica.com quotes "Xyrena is a disruptive force. The innovative new perfumery founded by Killian Wells, has redefined the celebrity fragrance market in 2015." Xyrena is living up to its motto as #TheOlfactoryRebels
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