By Daniel Okafor

Tsu Lange Yor, the fragrance brand co-founded by Troye Sivan and his brother Steele Mellet, opens a 10-day pop-up in New York on Thursday, running through Oct. 31, at Tascha, a Portuguese tavern in the West Village.

The activation is themed around the brand's bestselling Sage's Rose scent. By day, it operates as a scent café and retail space carrying the full product range. At 4 p.m., it turns into a wine bar serving small plates and a Sage's Rose Vesper cocktail. On Thursdays and Fridays, Tascha's signature dinner menu is available.

What does the pop-up change for the brand?

It anchors Tsu Lange Yor's U.S. push, where roughly 50 percent of the brand's business now comes from, according to Andy Chiu, who joined this fall as U.S. chief executive officer and the brand's first U.S. employee. Chiu said the company aims to grow its total retail door count to 200 by the end of the year.

"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," Chiu said.

Chiu previously served as CEO of masstige skin care brand Versed (masstige: the market segment between mass and prestige), which Windsong Global's Belle Brands acquired in July.

Why hospitality?

Mellet said pop-ups have driven the brand's growth in Australia beyond Sivan's 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," Mellet said.

Launched in 2023, Tsu Lange Yor entered its home market at Mecca in 2024 and reached U.S. retail at Nordstrom in 2025, followed by Holt Renfrew in Canada this spring. Chiu did not disclose sales figures.

What can guests buy?

The eau de parfum range includes green and woody scents such as Sala, Luca and By Your Side, priced from $145 to $196 for 50 ml. The brand also sells home scenting products and a small fabric goods line made with Zankov. The pop-up will tease a new Sage's Rose candle launching Oct. 27.

On-site extras include:

• Free scent layering consultations
• Sage's Rose-inspired lattes and cold brews
• A free branded tote with purchases of $200 or more, while supplies last

Mellet said Sage's Rose, named after his sister, brings a resinous quality to a classic rose perfume. "We've always tried to take an approach to little luxuries that is a bit surprising and unique," he said.

He defined the target customer: "[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."

The Tascha takeover tests whether the Melbourne playbook — hospitality, seeding, community — converts in the U.S. market Chiu must double over the next twelve months.