Brief
Cyrus Veyssi to launch L’Essence Shirin fragrance in US stores
The new scent, inspired by Persian heritage and childhood memories, will debut in U.S. retail on October 5.
By Felo News Desk · Published
Influencer and performer Cyrus Veyssi announced a partnership with French‑based Le Monde Gourmand to release a personal fragrance called L’Essence Shirin. The perfume will be sold in Ulta stores across the United States and on the Gourmandbeauty.com website beginning October 5, according to Veyssi’s interview with Vogue.
What happened
Veyssi explained that the collaboration began about a year and a half ago when Le Monde Gourmand approached them after noticing Veyssi’s frequent posts about the Miel Bébé perfume, which they have purchased over 40 times. The brand offered Veyssi full creative control rather than a simple licensing deal. After a lengthy development process, the pair finalized the scent, which Veyssi describes as the most beautiful iteration of dozens of trial versions.
What the reports add
Veyssi said the fragrance draws on memories of their mother’s Paris boutique, which once stocked a perfume named Reminiscence. The scent’s core notes include pomegranate, amber, jasmine, and patchouli, intended to evoke a sweet yet fresh aroma that recalls Veyssi’s Persian heritage. Veyssi also hinted at a social‑media campaign featuring family reaction videos, especially with their mother, who will not know the fragrance is Veyssi’s when she first smells it.
What was said
“I always smelled notes of patchouli and amber at home and in the store,” Veyssi told Vogue. “Pomegranate felt like the perfect starting point because it’s both tart and lush, and I love pairing that with juicy, bright, and warmer qualities like amber and jasmine.”
How it came about
During the pandemic, Veyssi turned to fashion and beauty content after acting auditions stalled, eventually building a large online following. A viral TikTok about “bonding with their straight dad” garnered 10 million views, boosting their platform. The fragrance project follows Veyssi’s recent casting as May in the Broadway production of & Juliet, marking another expansion of their personal brand.
Key facts
- Cyrus Veyssi will launch the L’Essence Shirin fragrance on October 5. (vogue.com)
- The perfume will be sold in Ulta stores across the US and on Gourmandbeauty.com. (vogue.com)
- Le Monde Gourmand gave Veyssi full creative control over the scent. (vogue.com)
- Key fragrance notes are pomegranate, amber, jasmine and patchouli. (vogue.com)
- Veyssi plans family reaction videos for the launch, featuring their mother. (vogue.com)
Sources
- [1] vogue.com — originally reported as “The Scoop With Cyrus Veyssi: On Creating Their Own Fragrance”
