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Xyrena

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Xyrena
IndustryBeauty
Founded2015; 9 years ago (2015) in Los Angeles, California
FounderKillian Wells[1]
Headquarters
Austin, Texas
,
United States
Area served
Worldwide
Products
Websitewww.xyrena.com

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]

History

[edit]

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

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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

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  1. ^ Khan, Ra'ed. "Aaliyah's Family to Release Fragrance in Tribute of the R&B Star". MTV UK. Viacom International Inc. Archived from the original on September 26, 2015. 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. Archived from the original on September 16, 2015. 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. 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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