Troye Sivan’s Aussie-born fragrance brand, Tsu Lange Yor, is coming to New York.
The brand, which is owned and cofounded by Sivan and his brother, Steele Mellet, has teamed with the West Village Portuguese tavern Tascha for a 10-day pop-up running from Thursday to Oct. 31.
Themed around Tsu Lange Yor’s bestselling Sage’s Rose scent, the pop-up will feature a scent café and retail space where guests can also shop the brand’s wider range of products during the day, and at 4 p.m., it will become a wine bar serving small plates; a Sage’s Rose Vesper cocktail, and on Thursdays and Fridays, Tascha’s signature dinner menu.
“Pop-ups have been an important part of the brand’s story to date,” said Mellet, adding that in Australia, such activations have been key to growing Tsu Lange Yor’s audience beyond Sivan’s own musical fan base. “In Melbourne, if you get on the tram and there are twentysomething-year-old girls on there, there’s a good chance you’ll smell Sage’s Rose, and I attribute a lot of that to the early seeding, community-building and hospitality element.”
Launched in 2023, Tsu Lange Yor is best known for it assortment of eau de parfum including green and woody scents like Sala, Luca and By Your Side, among others priced from $145 to $196 for 50-ml. It also offers home scenting products; a small assortment of fabric goods made in collaboration with Zankov, and with this pop-up will tease a new Sage’s Rose candle launching Oct. 27.
“We’re building Tsu Lange Yor to be the next ‘It’ brand and [Sage’s Rose] the next ‘It’ fragrance — that is our focus over the next 12 months, is how do we build that community that’s been done in Australia, and replicate that success here,” said Andy Chiu, who joined Tsu Lange Yor this fall as both U.S. chief executive officer and the brand’s first U.S. employee. Previously Chiu was CEO of masstige skin care brand Versed, which was acquired in July by Windsong Global’s Belle Brands.
Tsu Lange Yor launched at retail in its home market via Mecca in 2024, roughly one year after debuting. In 2025, the brand forayed into U.S. retail at Nordstrom, and more recently entered Canadian department store Holt Renfrew this past spring. While Chiu did not share sales figures, he said that roughly 50 percent of the brand’s business now comes from North America, and the company is looking to grow its total retail door count to 200 by the end of the year.
“We’ve always tried to take an approach to little luxuries that is a bit surprising and unique,” said Mellet, adding that Sage’s Rose, named after his sister Sage, brings a less-conventional resinous quality to a classic rose perfume. “[Our customer] is someone who takes their sense of self quite seriously — and maybe that’s for the first time, if it’s a younger customer — or someone who has been doing taking that sense of self and identity quite seriously for a while, and they’re looking for objects that will help them do that.”
At the pop-up, guests will be able to receive free scent layering consultations; purchase Sage’s Rose-inspired lattes and cold brews, and purchases of $200 or more will receive a free branded tote while supplies last.