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KIERIN NYC does things differently. Just landed on ASOS, the gender-inclusive, vegan fragrance brand captures the essence of New York City via scent stories – from the earl-grey-infused Sunday Brunch, to the sweet and spicy aroma of Nitro Noir that'll have you dreaming of cocktails and NYC nights. The best part? It's all about celebrating individuality – wherever you're from, whatever your vibe. To find out more, we interviewed founder Mona Maine de Biran about her refreshing new take on fragrance.
KIERIN NYC fragrance on ASOS

What does Kierin NYC do that’s different?
KIERIN NYC is a lifestyle fragrance brand with a focus on people, celebrating real NYC stories. We aim to inspire people, not define or confine them. We focus on crafting fabulous, all-gender fragrances, freeing [us from] the idea of 'for him' and 'for her' to focus on which fragrance is 'for them'. We’re combining the best of the unisex, vegan beauty movements into one fun, vibrant collection with style.

Talk us through KIERIN NYC’s four new fragrances…
It all starts with a NYC story of real life illuminated by fragrance. Then, we built a multi-sensorial mood board composed of images, textures, vibe words and soundtracks. We sat with the perfumer (Mathieu Nardin), who also lived in New York and has a talent for taking a different approach combining artisanal and modern techniques. It was up to him to then come up with his olfactory interpretations of our stories. It was a collaborative creative process between storyteller, perfumer and scent editors.
KIERIN NYC fragrance on ASOS

What's the inspiration behind KIERIN NYC?
It’s in the real world – when you look at New York City, people are reclaiming the city for their own and this authenticity is what KIERIN NYC is all about. We’re inspired by murals, graffiti and art. For example, one of the artistic details of KIERIN NYC is the chevron print, which is symbolic of the yin and yang and our support of equality.

How do these fragrances evoke specific moments in time for you?
Crafted as scent stories, each fragrance is evoking a vibe and real story which I’ve experienced, and it's not unique just to me but is relatable to many people in New York. Simple as it is, all I have to do is sniff to feel it... like the Sunday Brunch, where everybody in New York gets together for brunch at a trendy street café on West Broadway. Specific memories, but I tried to make it so that everyone resonates with these moments, too.
KIERIN NYC fragrance on ASOS

Pictures: ASOS

How is KIERIN NYC switching things up when it comes to fragrance?
We celebrate real people and life, fragrances which are for everyone. We are a digitally driven, lifestyle fragrance brand, and we're using technology to connect with consumers who are seeking a new kind of fragrance experience.