Vyrao. When emotions and energy impact fragrance creation
Founded by Yasmin Sewell, Vyrao aims to create a new genre of fragrance that targets emotions and energy through scent, colour, crystals and science-backed natural ingredients.
After spending many years working in the fashion industry as a fashion and creative director, established herself as a sought-after tastemaker, in 2019, Yasmin was driven by her belief that good feelings are foundational to our wellbeing. Yasmin decided to direct her lifelong passion for energetic medicine into creating her own brand – one that, this time, would inform the future of fragrance. And in 2021, Vyrao was born.
“For me, wellbeing is about amplifying our energetic, spiritual and emotional health. I am a big believer in healing through the senses – particularly scent, one of the most potent tools for shifting your mood and spirit,” says Yasmin. “I truly believe that joy is the new luxury, so I decided to bottle it.”
Master Perfumery and Neuroscience
Made in collaboration with master perfumers, their eight genderless “eau de parfum” and incense and scented candle variants are each conceived to lift and shift the mood in different ways.
The formulas harness the principles of neuroscience and energy amplification, and the art of perfumery to spark high vibrations and positivity.
The Vyrao “name means “I am verdant; I am vigorous; I sprout new green growth”, and this burgeoning, transformative energy is transmitted across everything we do.” expresses the brand.
The three newest scents, The Sixth, Sun Rae and Mamajuju, were created in partnership with International Flavors & Fragrances, Inc.’s Science of Wellness Program, which has conducted more than 40 years of research into fragrance’s impact on emotion and wellness.
These pioneering, clean “neuroscents” have been measurably proven to increase mindfulness (The Sixth), joy and self-confidence (Sun Rae, which was named Best Independent Fragrance at the 2024 Fragrance Foundation UK Awards) and groundedness (Mamajuju).
Sustainability
The fragrance brand focused on environmental, social and cultural responsibility. It has seeked out best-practice companies across the supply chain, requiring their partners to operate with complete transparency when it comes to their own compliance policies.
“All Vyrao perfumes are vegan and cruelty-free. They are made from ethically and sustainably sourced ingredients, most of which are derived from precious plants and flowers. Suppliers include Robertet Grasse, a global leader in organic perfume materials, and LMR Naturals by International Flavors & Fragrances, Inc., the most prestigious suppliers of natural raw materials in the world.” explains the brand
The three newest fragrances, The Sixth, Sun Rae and Mamajuju, are science-backed neuroscents made with 98% clean, natural ingredients.
The bright-green packaging is an ode to nature, it is also sustainable and recyclable, created with the planet in mind. The fragrances and candles don’t come wrapped in single-use cellophane, and the paper we use is made from 100% recycled, post-industrial fibres. It has been awarded 'Blue Angel' certification by the German Federal Environmental Agency. Our incense sticks come in a recyclable plastic container, as this is the only way we’re able to protect its scent.
