About
SIRU
SIRU is a modern fragrance house built on the belief that scent is more than a detail—it is a story, a mood, a memory. Each fragrance is made with intention, blending notes that are timeless yet contemporary, designed to captivate the senses and linger with elegance. Through a commitment to artistry and quality, SIRU creates fragrances that are as layered and expressive as the people who wear them.
At its core, SIRU is about more than perfume—it is about storytelling through scent. Every collection is an invitation to step into a world where beauty is reimagined with creativity, care, and cultural depth.
We believe that luxury should not be reserved for the few, but woven into the everyday—because every woman deserves to feel extraordinary. By marrying refined fragrance formulations with inspiring narratives, SIRU introduces a new way to experience fragrance: not just as something you wear, but as something you live.
Founder
Our
SIRU was founded by Isha Simaga, whose vision for beauty and storytelling is rooted in both legacy and innovation.
Inspired by her late father—an immigrant from The Gambia whose relentless work ethic was fueled by his deep love for his family and his heart of gold—she created SIRU as both a tribute to his legacy and a modern expression of her own voice.
What began as a deeply personal passion project has grown into a fragrance house that blends artistry, quality, and storytelling to reimagine how beauty is experienced.
Alongside building SIRU, Isha brings years of experience working in advertising and with global brands, shaping strategies that connect deeply with audiences. Her career in branding and media has sharpened her belief in the power of storytelling—not just to sell, but to inspire.
With SIRU, she brings that same philosophy to fragrance, creating a brand that merges luxury with accessibility and invites every woman to experience beauty in its most evocative form.
