Brand Spotlight: Vyrao

Combining perfumery art with holistic wellbeing through aromatherapy and energetic healing—that is the idea behind Vyrao. The brand was founded in 2021 by Australian Yasmin Sewell, who, after a long career in the London fashion industry, decided to focus on her passion for holistic wellbeing.

Vyrao founder Yasmin Sewell left school in Australia at the age of 15, started working early, and moved to London at 19, where she began her career in fashion sales. A few years later, Yasmin Sewell realized her dream by opening her first own shop called Yasmin Cho. Soon after, sought-after consulting projects followed, where she shared her fashion knowledge and retail expertise with fashion companies. In 2013, she co-founded the label Être Cécile with her then-husband Kyle Robinson to fill a market gap for affordable, playful luxury items. She then took on the role of Fashion Director at Farfetch, an online luxury fashion platform, in 2017.

After her last job in the fashion industry, Sewell took a break to reflect on her future and deepen her passion for holistic wellbeing. With Vyrao, she combines her extensive knowledge of Reiki, Integrative Quantum Medicine, flower therapy, and Ayurveda to explore wellness from a new perspective. She sees a strong connection between emotions, thoughts, and physical health and aims with her brand Vyrao to unlock and enhance her customers' energetic potential through her fragrances.

Every Vyrao fragrance is not only enriched with essential oils that can influence mood but also carries a specific energetic intention. All large bottles of the seven unisex fragrances contain a Herkimer diamond crystal, and all candle holders include a V-Talisman, which are charged with energy in Hawaii by quantum energy healer Louise Mita. 

These energies can help enhance the intention of the fragrance and amplify feelings of self-love, courage, creativity, mindfulness, sensuality, freedom, protection, or joy.

Vyrao’s products are distinguished by the use of high-quality, sustainable, and ethically sourced plant and flower extracts in organic quality. These ingredients are based on neuroscientific insights from aromatherapy, energetic practices, and traditional perfumery techniques to create innovative and unique fragrance compositions.

The innovative fragrance creations from Vyrao are designed to activate specific brain regions responsible for memories and emotions. Through this targeted stimulation, you can fully enjoy the positive effects of each scent.

The fragrances The Sixth and Sun Ræ are the result of a collaboration with the renowned Science of Wellness Program from International Flavors & Fragrances, Inc. (IFF). This program has been researching the profound effects of scents on our emotional and mental state for over 40 years. The Sixth was formulated by perfumer Meabh Mc Curtin and has been shown to promote mindfulness, while Sun Rae, awarded Best Independent Fragrance at the Fragrance Foundation UK Awards 2024, boosts joy and confidence.

Vyrao places great importance on enhancing positivity and joy. This philosophy is reflected not only in the products but in every detail. From the elegant bottles and candle holders, to the recycled and recyclable packaging, to the mantra cards included with each scent that inspire wearers with an encouraging affirmation.

"I have always worn perfume more for myself than for others, and I wear it to amplify my energy. It's about ritualizing your own routine and setting your intentions for the day by taking a moment for yourself. In that moment, I use Vyrao and so do my friends, and we all find that it starts our day in a positive way" - Yasmin Sewell.

In this way, applying a fragrance becomes a personal ritual that harmonizes body and mind. Vyrao encourages people to use scents not just as an accessory, but as a means of self-care. Each spray becomes a moment of inner strength and harmony.