Cyrus Veyssi Launches L’Essence Shirin Fragrance

Cyrus Veyssi is turning treasured childhood memories into a fragrance that celebrates sweetness, nostalgia, and Persian heritage.

The creator partnered with Le Monde Gourmand to develop L'Essence Shirin , a bright, joyful scent inspired by memories of sitting on their mother's lap and watching her get ready at her beauty vanity.

"It evokes the memories of my childhood, sitting on my mom's lap as she got ready at her beauty vanity, smelling the notes of patchouli and amber surrounding us," Veyssi told Men's Journal exclusively.

Veyssi's mother became the fragrance's emotional foundation. Her influence is reflected in its name, notes, and colorful visual details.

"My mother represents the sweetness, hence Shirin, in my world," Veyssi explained. "We pulled her as inspiration, along with some very popular Persian motifs, hence the pomegranate gems, into its creation."

The word "Shirin" translates to "sweet" in Farsi, but its meaning extends far beyond the fragrance's aroma. For Veyssi, the name captures an optimistic approach to everyday life.

"To me, it's the essence of a beautiful life," Veyssi said. "There's so much optimism rooted in sweetness, and that's the story I hope my fragrance can help evoke."

The scent also reflects the way fragrance can transport someone back to an earlier chapter of life. Through its lush, vibrant composition, Veyssi hopes L'Essence Shirin helps wearers reconnect with the curiosity and lightness they felt when they were younger.

"As much as I love aging, there's a beauty to nostalgia, to seeing the world through rose, or pomegranate, colored glasses," Veyssi said. "Seeing the sweetness of life."

While L'Essence Shirin tells a deeply personal story, Veyssi wants each wearer to discover their own connection to it.

"I hope they rediscover the feeling of the lightness of youth," Veyssi shared. "It's such a bright fragrance. The notes tell the story of a fresh outlook, an outlook I see in the eyes of young people around the world."

For Veyssi, that sense of joy feels especially meaningful right now.

"I think that's exactly what we need in the world," Veyssi said. "That's what I hope to convey."

This story was originally published by Men's Journal on Oct 11, 2026, where it first appeared in the Style section. Add Men's Journal as a Preferred Source by clicking here.