Xyrena

Xyrena is a Los Angeles based fragrance house founded by pop star and entrepreneur Killian Wells in 2015. The name is a fusion of two terms: X and Y, the male and female chromosomes (hence all their fragrances are unisex) and “rena” from the Latin for “reborn”. The brand is best known for its quirky and sometimes bizarre approach to fragrance, as well as its unconventional packaging and advertising.

In their first year of operation, Xyrena made waves in both the music and fragrance industries with their release of a tribute to the late R’n’B singer Aaliyah. “Aaliyah by X” was  inspired by the fragrances she frequently wore and was created with the blessing of her family. In an MTV interview, Killian said, “They appreciated that we wanted to create a fragrance that was really about Aaliyah, not just a generic scent with her name on the bottle.” 

The same year, Xyrena also launched “Formula 3”, a collaboration with the openly gay basketball star Dalton Maldonado. 15% of profits go to You Can Play, an organisation that works to promote the inclusion of LGBTQ athletes and end damaging “locker room culture”. 

In 2016, their fragrance Dark Ride was a finalist in the Art and Olfaction Awards. Created in response to the demand from theme park connoisseurs for a fragrance that smells like water rides, it contains notes of chlorinated water, wet concrete, mildew and damp. 

Killian Wells is also the creator of Xuvo, a tablet that is mixed with spirits to create a lightly sparkling cocktail that also glows under backlights.