Jamie Matusow, Editor-in-Chief02.21.19
From the perfumes to the packaging, Mona Maine de Biran, founder & president, at Kierin NYC, relied on her own relatable New York experiences to create a series of niche fragrances—centered around what she calls “real New York City stories.”
The entire collection is dedicated to gender-all, inclusive, clean, conscious, cruelty-free, vegan perfumes.
Beauty Packaging’s Jamie Matusow recently had the opportunity to ask de Biran more about the line.
JM: Is this the first collection?
Mona Maine de Biran: This is KIERIN NYC’s first collection. Launched mid-April 2018 and expanding. KIERIN NYC launched on the Amazon Luxury Beauty platform, Nov. 1 and is available at www.Kierin-NYC.com. We will be rolling out to retailers nationwide in early 2019. This distribution model allows us to offer these premium eau de parfums (15-20% concentration) for the accessible price of $78/full-sized bottle (50ml). You can try all four scents in our new collection at home with our Discovery Set for just $18.
JM: In what ways is the line innovative?
MDB: KIERIN NYC is an uncompromising brand. The first and only niche-fragrance to express a modern, urban lifestyle celebrating real New York City stories with inspired, inclusive, clean, conscious, cruelty-free, sustainably sourced perfumes. As a matter of principle, the entire line is devoid of gender bias. Challenging conventional rules of fragrance, “for him” and “for her” scents which define and confine people, KIERIN NYC aims instead to inspire with fragrances “for all” from which the individual can choose what is “for me.” KIERIN NYC is genderless but never generic. Consumers should not have to choose between style and substance. Our scents aim to be bold, vibrant and unique (not minimalistic) all the while being clean, conscious and unisex.
JM: What is a "real New York story"?
MDB: Real NYC stories are illuminated by fragrance. The stories are real because they are true. These are my stories living in the city. And, yet, many people would relate to my stories as their own because they are common, sincere, unifying stories—not hyper-polarized stereotypes of an elite view. A brunch gathering amongst friends, an encounter with an unexpected stranger, a night out alone to remember, a retreat through an urban nature-scape—these are real, everyday New York City stories of an inspired life well-loved and lived.
KIERIN NYC Fragrance Stories include: (all shown in the slider above)
- Nitro Noir - A NYC Story. Stepping out of a yellow cab onto Lafayette Street, I am fashionably late for my rendezvous with a pinkberry martini. Making my way through the crowd, my sweet and spicy tones, like pheromones, leave onlookers in my wake. Impossible to resist, glossed lips shine in the moonlight. The city night will be mine.
- 10 a.m. Flirt- A NYC Story. Crisp green grasses sway high above the concrete jungle. Refreshed by the breeze, I gaze over the immense cityscape of New York. A path extends before me, with possibilities seemingly limitless. In an instant, our eyes lock. A magnetic attraction. Electrified by this connection, our lips form a smile. A Highline Flirt.
- Santal Sky - A NYC Story. Intertwined like vines, we stroll through Central Park. Leaves release their woody fragrance. Under a canopy of trees, in the center of it all, we are a million miles from city life. Music from impromptu drum circles, the rhythm of runners' footsteps, diverse languages fill my ears like poetry. This retreat into nature refreshes my soul. The sun smiling down upon us, I pull my loved one close. In synchronicity, we breathe.
- Sunday Brunch- A NYC Story. I arrive at a trendy street café on West Broadway. Peeking through my sunglasses, I spot my friends- my "city family"- waving me over to join. A smile spreads across my face. Waiters serve freshly squeezed juice and Earl Grey tea as I maneuver a sea of brunching socialites. Our weekly ritual, a glittering mimosa and the open chair they saved for me, awaits.
MDB: The placement of the label “on the edge” of the bottle is intentional, a metaphor for living life boldly and on the edge, and taking an individualist’s perspective (like the bottle with a twist). The collection colorfully celebrates liberty and diversity while the black and white chevron anchors the brand in equality.
JM: What are the packaging materials/processes used?
MDB: KIERIN NYC bottles are opaque, coated with a layer of white, natural paint, for a good reason—to avoid the need for unnecessary stabilizers, potentially irritating coloring and UV filters that are required when using transparent bottles. The square-shaped bottles are paired with injection-molded aluminum caps that have a weighted feel and high gloss. Our bottles are made from recyclable glass.
JM: Who generates the artwork used?
MDB: KIERIN NYC’s original artwork is inspired by the pop art and street art of New York City. Each of the four fragrances in the collection features a different color and graphic. High-gloss icons adorn matte labels in a lifestyle collage representative of the fragrance’s story. Our labels live “on the edge,” wrapped around our canvas-like white bottles like so many murals in the city. KIERIN NYC’s box packaging uses recycled paper.
JM: Is the collection sold only online? Cost?
MDB: KIERIN NYC is sold on our website and will be available Nov 1 on Amazon Luxury Beauty platform. This distribution model allows us to offer these premium eau de parfums (15-20% concentration) for the accessible price of $78/full-sized bottle (50ml). You can try all four scents in our new collection at home with our Discovery Set for just $18.
JM: Anything else about the concept?
MDB: The creative design and concept can be credited to KIERIN NYC. It was all done with love, creating something we thought was beautiful and meaningful. No $100,000 market research or pricey experts analyzing consumer behavior. No agencies telling us what to do, directing us on which hue or finish to use because that’s what will “sell.” We created something we love and believe in, period. The old-fashioned way.
