Fragrance house

Vyrao

Founded in London in 2021 by Yasmin Sewell, Vyrao followed her 2019 decision to turn a longstanding interest in energetic medicine and wellbeing into a fragrance brand. It began with five fragrances developed with British perfumer Lyn Harris, while Jaime Perlman directed the bottle design and healer Louise Mita contributed the energetic component. Vyrao combines energetic healing, master perfumery, colour and neuroscience, conceiving genderless scents around emotional states with functional and emotional aims. After its initial fragrance launch, the brand expanded into incense and scented candles. The Estée Lauder Companies, through New Incubation Ventures, made a minority investment in March 2023. In September 2024, L Catterton’s Elevate Beauty fund led a new funding round, with Manzanita Capital and New Incubation Ventures also participating; as of October 2024, Sewell remained the majority shareholder. In 2025, Vyrao introduced Ludatrix and Ludeaux, using IFF research, perfumer Meabh McCurtin and a latex-inspired accord to explore attraction, seduction and passion.