Fragrance house

YVRA 1958

YVRA 1958 was founded in Amsterdam in 2015 by Yvo van Regteren Altena, a journalist and seasoned traveller, after a creative journey that began in 2013. Its name refers to Yvo’s initials and birth year. YVRA is an Amsterdam-born fragrance brand for the well-travelled nose, grounded in classic elegance and a preference for timelessness over trend. Yvo’s fragrance direction developed through journalism and travel, including contact with fragrance houses and perfumers such as Jean-Claude Ellena and François Demachy. YVRA’s first fragrance, L’Essence de L’Essence, adapts the transparent eau-de-cologne style associated with the 1960s and 1970s into the brand’s modern fragrance language. Composed with Maarten Schoute of Drom, it was given visual design and packaging direction by Durk Hattink. In 2024, YVRA introduced YVRA24 L’Essence de Ravissence as a step toward an identity described as younger, more modern and more accessible. A 2025 interview records Yvo’s work with French perfumer Maxime Gonzalez, using moodboards and laboratory materials to shape YVRA’s fragrance direction.