Troye Sivan’s foray into the beauty industry with his fragrance line, Tsu Lange Yor, marks a significant moment for celebrity brands. Unlike many of his peers who heavily rely on their star power, Sivan is shaping his brand with an innovative approach focused on quality and a strong connection to personal nostalgia.

Launched last year in partnership with his brother, Steele Mellet, Tsu Lange Yor integrates a Yiddish phrase meaning “to long years,” perfectly encapsulating a sense of home. The inaugural scent, TLY 5755, embodies warmth with notes of sandalwood, coumarin, and Tasmanian mountain pepper. As Sivan reflects, “Growing up in a tight-knit family, travelling was tough; that’s when I realized the power of scent.” This personal connection enhances the brand’s emotional appeal in an already saturated market.

The global fragrance sector, valued at $70 billion and projected to reach $100 billion by 2027, is witnessing a rise in independent brands. Tsu Lange Yor aims to stand out amidst giants like Chanel and emerging labels such as Sol de Janeiro and Byredo. Recognizing that mere celebrity association isn’t enough for success, Sivan’s team has committed to wholesale strategies, rare for a newcomer. Partnerships in North America and Europe have already been established, alongside consumer engagements through pop-up events in New York and Melbourne.

Importantly, Tsu Lange Yor’s ethos emphasizes Australian botanicals and indigenous ingredients, setting it apart from traditional celebrity brands that often feel like mere cash grabs. By ensuring quality and a personal narrative, Troye Sivan’s beauty brand not only enters the fragrance industry with authenticity but also aims to carve out a lasting legacy.