Vegan Fragrance House Continues to Disrupt the Beauty Industry with Innovation, Inclusion, and Social Responsibility

LA fragrance house Xyrena's CEO and Perfumer, Killian Wells, has combined the art of fragrance and packaging by releasing ingenious extrait de parfum's in collectible, retro VHS (branded XHS™ by Xyrena) keepsake cases. These intuitive XHS cases are gorgeous and unique, and the videotape packaging aligns with Xyrena's socially responsible sustainability mission.

Wells explains, "Instead of following trends, I think 'how would other people approach this?' and I do the exact opposite. XHS is a way for art and fragrance fans to be equally excited about Xyrena's packaging as they are about the juice inside."

XHS packaging was achieved by utilizing original, retrofitted molds used decades ago by major film studios like Disney and Fox. Four new innovative fragrances were released in the XHS format including Basic Bitch, Pool Boy, Hellanut and Cinemaniac, and come artfully presented in a stunning black clamshell case disguised as a video cassette, complete with cover art inspired by the fragrance inside.

Xyrena's unofficial Nutella® fragrance, Hellanut, is now featured in a comedic new NSFW web spot, starring trans social media sensation TS Madison and adult stars Topher DiMaggio and Jake Jace. The spot satires mainstream luxury advertising and signals the first ever fragrance commercial to star a transgender model/actress. It can be viewed on vimeo.com. "This was the most fun I've had on set in a very long time, the directors are comedic geniuses!" says Madison about her work on the spot "The fragrance is amazing, and the commercial is out of this world," she adds.

Fragrance critic, Deadidol of Basenotes, describes Xyrena as, "A brand that embraces the kind of irreverence that torpedoes much of the industry's pretension." As the self-proclaimed 'olfactory rebels,' Xyrena's new packaging helps to solidify their position as a disruptive and fun luxury brand. Last month, Xyrena was nominated for 2 out of 8 Best Celebrity Fragrances for the 2016 Basenotes Reader Awards alongside David Beckham, Ariana Grande, Nicki Minaj, and Rihanna.

For more information and full descriptions of the new fragrance releases, visit www.xyrena.com/xhs

Hellanut by Xyrena from Xyrena on Vimeo.