Fragrance house

Yvra

YVRA was founded in Amsterdam in 2015 by Dutch journalist and traveller Yvo van Regteren Altena, who moved from writing about fragrance to creating it. Before establishing the house, he studied cello, law and journalism, with his writing focused on style, travel and perfume; encounters with established perfumers influenced that transition. The creative development of YVRA’s first fragrance began in 2013 and culminated in YVRA 1958, a name combining van Regteren Altena’s initials with his birth year. The Amsterdam-born house frames its work around timelessness rather than trend, refinement without coldness, and complexity that remains surprising. Its numbered fragrances connect individuality and originality with personal eras, memories and cultural figures. YVRA 1958 is a modern interpretation of the transparent eau de cologne tradition, with a citrus-woody profile, and the brand identifies YVRA 58 as its bestselling product. YVRA 1965, the third fragrance, honored Porfirio Rubirosa through its fragrance and packaging concept.