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.

[8] 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.

[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.

[27] Professional athletes and celebrities have shown their support of the product on Twitter including Michael Sam, Wade Davis, Jason Collins, and Montel Williams.