Brand Spotlight: Vyrao

Combining the art of perfumery with holistic wellbeing through aromatherapy and energetic healing - that's 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 the age of 19, where she started her career in fashion, initially in sales. A few years later, Yasmin Sewell realized her dream and opened her first own shop called Yasmin Cho. Soon, coveted consulting jobs followed, where she passed on her knowledge of fashion and her expertise in retail to fashion companies. In 2013, she founded the label Être Cécile with her then husband Kyle Robinson to fill a gap in the market for affordable, fun luxury items. She then took on the role of Fashion Director at Farfetch, an online platform for luxury fashion, in 2017.

After her last job in the fashion industry, Sewell took some time off to think about her future and deepen her passion for holistic wellbeing. With Vyrao, she combines her extensive knowledge of Reiki, Integrative Quantum Medicine, Flower Medicine and Ayurveda to explore wellness from a new perspective. She sees a great connection between emotions, thoughts and physical health and with her brand Vyrao, she has set herself the goal of developing and increasing the energetic potential of her customers through her fragrances.

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

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

Vyrao products are characterized by the use of high-quality, sustainable and ethically sourced organic plant and flower extracts. These ingredients are based on neuroscientific findings from aromatherapy, energetic practices and traditional perfume making techniques to create innovative and unique fragrance compositions.

Vyrao's innovative fragrance creations are designed to activate specific regions of the brain responsible for memories and emotions. This targeted stimulation allows you to fully enjoy the positive effects of each fragrance.

The Sixth and Sun Ræ fragrances are the result of a collaboration with International Flavors & Fragrances, Inc.'s (IFF) renowned Science of Wellness Program, which has been researching the profound effects of scent on our emotional and psychological state for over 40 years. Formulated by perfumer Meabh Mc Curtin, The Sixth is proven to promote mindfulness, while Sun Rae, named Best Independent Fragrance at the Fragrance Foundation UK Awards 2024, increases joy and confidence.

Vyrao places great emphasis on increasing positivity and joy. This philosophy is reflected not only in the products, but also in every detail. From the elegant bottles and candle vessels, to the recycled and recyclable packaging, to the mantra cards that accompany each fragrance and inspire the wearer with an encouraging affirmation.

"I have always worn perfume for myself rather than for others and I wear it to boost my energy. It's about ritualising your 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 it starts our day in a positive way" - Yasmin Sewell.

In this way, the use of a fragrance becomes a personal ritual that brings body and mind into harmony. Vyrao wants to encourage people to use fragrances not just as an accessory, but as a means of self-care. In this way, each spray becomes a moment of inner strength and harmony.