Heritage
A house, in its own words
SIDIA began with a grandmother's lessons and a founder's instinct to bottle them. Erin Kleinberg named the brand after her late grandmother, Sidia, drawing on a lineage of women whose rituals around scent and self-care shaped her own sense of presence. Kleinberg had already built a career in fashion and media before pivoting to fragrance, approaching the category with the eye of a storyteller and the patience of someone raised on generational beauty knowledge. The launch struck a nerve. The brand grew quickly, fueled by word of mouth and a loyal community drawn to its clean formulations and narrative depth. Within a few years, SIDIA expanded into 42 Sephora Canada doors, a milestone that signaled its arrival in the mainstream prestige market. A solid perfume format, called Soaked, followed the Eau de Parfum debut, designed to be layered and carried, extending the brand beyond a single product category into a full scented universe. The opening of SIDIA Madison Avenue marked another turning point: the brand's first physical flagship in New York City, anchoring its expansion into the US market and giving the growing portfolio a home of its own. SIDIA treats fragrance as a form of self-preservation rather than self-expression alone. Kleinberg has spoken about scent as a daily ritual, a quiet anchor in a world that moves too fast. The brand's creative vision centers on intimacy over spectacle, building compositions that feel personal and lived-in rather than loud or performative. Every release carries a narrative anchor, often drawn from mythology, memory, or place. MIDAS, the brand's touchstone scent, reads as a study in presence, the feeling every other creation traces back to. Scent stacking is encouraged, designed into the product architecture, allowing the wearer to layer formats and compositions to build something singular. Kleinberg has described the line as 'clean' fragrance, a positioning that reflects both ingredient transparency and a gentler approach to formulation. At its core, SIDIA believes fragrance should feel like a keepsake, something tied to a person, a moment, a version of yourself you want to remember.