Originally published in USA News — March 5, 2025.
We're honored that USA News recently featured SYREN Fragrances in a piece on how we're shaping the luxury fragrance category. The article explores our signature glass-bead bottle design, our hands-on collaboration with master perfumers, and the launch of our direct-to-consumer platform.
"We didn't just want to create another fragrance; we wanted to create a sensory journey. The moving glass beads, the methodically crafted scents — every element is designed to evoke a feeling, a memory, a moment. It's a fragrance experience unlike any other."
— Haim Zafrani, Founder of SYREN Fragrances
A few highlights from the piece:
- 35 years of fragrance industry experience behind the brand, from distribution to creation.
- Signature glass-bead bottles that move and interact — a multi-sensory experience of sound, touch, and visual movement.
- Crafted in the United States with collaboration from expert perfumers, through dozens of iterations per scent.
- Six fragrances today, six more in the next 18 months — with complementary products like candles, body lotions, and grooming lines on the roadmap.
- Direct-to-consumer launch opens access to the full SYREN range nationwide.
"Our goal is to offer a luxury experience that is both accessible and memorable. We want people to feel confident in choosing SYREN — not just for the way our fragrances smell, but for the entire experience, from the moment they see the bottle to the sight and sound of moving glass beads, to the way the scent lingers throughout the day."
— Haim Zafrani