New York City: an endless flow of bright lights, frenetic energy and fast moving crowds clutching onto their grande lattes in a fabulous flurry of big-city madness. The city that never sleeps, where ambitious ingenues come to fulfil their dreams and a whirlwind life plays out amongst the skyscraper landscape. It is this megatropolis that inspired the birth of all-gender fragrance brand KIERIN NYC.
“New York City is more than just its streets and icons. It’s the life and energy of the people there who embrace a common culture of respect for the individual, a spirit of determination and individuality. It's about diversity and people coming together to do great things. That’s what our fragrances are, good vibes only,” explains co-founder Mona Maine de Biran.
The vegan, cruelty-free and sustainably sourced range is comprised of four scents created in close collaboration with perfumer Mathieu Nardin. Each pays homage to a different Big Apple life scenario.
Nitro Noir, a gourmand floral chypre, conjures up late nights awash with seductive notes of pink berries, orris and patchouli. 10am Flirt — a lush green floral bouquet of gardenia, fig, cashmere wood and sandalwood — is reminiscent of a walk along the High Line. Sunday Brunch opens with an energetic burst of bergamot and lemon, refined with earl grey tea and jasmine for an uplifting floral best shared amongst friends at mimosa hour. Rounding off the collection is Santal Sky, a smooth blend of cardamom, saffron, sandalwood and vetiver evoking meditative strolls through the city parks.
In contrast to the traditionally minimalist unisex aesthetic, KIERIN NYC takes a more vibrant visual approach. “I don’t see why we have to take the sex out of the equation,” Maine de Biran states. “We can celebrate masculinity and femininity in a way which is all-gender inclusive. We’re the next generation of unisex. It's no longer about playing the middle but boldly bringing it all together in a way that hasn’t been done before and being a modern expression of the New York City lifestyle.”
Even the brand's UK debut didn't play by any of the rules, treating guests to miniature tattoos at local studio Velvet Underground instead of a traditional launch event. “We’re not trying to be a fragrance that’s a laundry list of ingredients or projecting aspirational values, but inspiring people by connecting them, encouraging them to use their voice and make the fragrance their own,” she adds.
In line with KIERIN NYC's inclusive approach, while each fragrance is a high-quality artisanal product, its co-founder emphasises the importance of a renewed focus on the uplifting experience of olfactory enjoyment in place of industry pedigree.
“Ultimately what it boils down to is fragrance makes you happy," she says. "I consider being an outsider a real advantage. I am not the perfumer, I am the editor, a storyteller, an activist entrepreneur. This is my platform, my voice to primally and viscerally connect people’s olfactory senses with their third eye, inspire them and help them to enjoy life through the power of scent.”
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