Heritage
A house, in its own words
Yasmin Sewell built her career in fashion, working as a fashion and creative director for many years before launching Vyrao in 2021. Her transition into fragrance followed a path common among fashion creatives who seek to translate their aesthetic sensibilities into new sensory territories. Sewell reportedly drew upon her understanding of how clothing and identity intersect, applying similar thinking to the role scent plays in personal expression and mood. Vyrao emerged during a period of renewed interest in indie fragrance houses that could differentiate themselves from legacy brands through founder narratives and distinct positioning. The brand received early backing from L Catterton, whose investment portfolio includes several beauty and wellness companies. Vyrao operates from London, aligning with the city's status as a hub for independent fragrance brands that have emerged in the past decade. The name Vyrao does not have a documented public explanation, though brand communications suggest it carries personal significance to the founder. The brand launched its initial fragrance lineup around 2021, establishing a catalog that has since expanded to include more than a dozen scents across multiple years. Sewell has maintained a public profile, appearing in interviews and editorial content discussing her approach to fragrance creation and the emotional properties she seeks to evoke through her formulations.
Vyrao frames its fragrances around the concept of emotional wellbeing, suggesting that scent can influence mood and energy. The brand has described itself as operating at the intersection of energetic principles and perfumery, a positioning that distinguishes it from fragrance houses that emphasize purely aesthetic or status-driven narratives. This approach reflects a broader wellness-industry trend where products claim benefits beyond their primary function. Yasmin Sewell has spoken about scent as a vehicle for feeling good, a framing that aligns with lifestyle and mindfulness discourse rather than traditional fragrance language around notes, sillage, or olfactory craftsmanship. The brand's emphasis on feeling rather than heritage or ingredients places it within a contemporary market segment that targets consumers who view fragrance as part of personal care routines rather than luxury acquisition. Vyrao's fragrance names, such as Magnetic 70, Witchy Woo, and I Am Verdant, suggest playful and personal branding that avoids conventional perfumery nomenclature. This naming strategy reinforces the brand's positioning as approachable and personality-driven rather than steeped in French perfumery tradition.