The Story
Why it exists.
The beginning
Vyrao treats fragrance as a tool, not decoration, but intentional practice. Mamajuju, composed by Meabh McCurtin and released in 2024, is built around the idea that certain scents can anchor you. The name itself feels personal, specific, a word that belongs to someone, or somewhere, before it belongs to a bottle. McCurtin designed it to open with energy, then settle into something more mineral, more rooted. The tension between bright spice and wet earth is deliberate. It's not a fragrance for those who want to blend in. It's for those who want to feel present.
The combination of rum absolute with wet red clay is unusual, rum brings sweetness and a boozy warmth, while clay contributes something mineral and almost ancient. Neither note is commonly used as a heart anchor, and putting them together creates a mid-section that reads as both grounded and slightly strange. Frankincense adds a smoky, meditative resinous quality that deepens the earthiness rather than lifting it. The structure asks the wearer to wait for the sandalwood, it's not immediate. The base arrives last, smoothing everything into something warm and lingering. That's the payoff McCurtin built toward.
The evolution
The opening announces itself immediately. Pink pepper, cardamom, and black pepper create a bright, crackling spark, the kind that catches attention before you even realize you're smelling something. Saffron adds a honeyed, slightly medicinal warmth that threads through the blend. This phase lasts roughly an hour as the spices do their work. Then the hand-off. Rum's sweetness arrives like an exhale, warm, a little boozy, undeniably present. The clay adds mineral depth, something that feels almost ancient. Frankincense brings a smoky, resinous quality that rounds the heart into a meditative space. The spices don't disappear; they soften, become secondary. The drydown is where this fragrance earns loyalty. Cedarwood and Java vetiver create an aromatic, slightly earthy base. Australian sandalwood brings its creamy, smooth character, the kind that wraps rather than announces. On skin, this phase can last well into the evening. On fabric, it lingers for days.
Cultural impact
Mamajuju sits within the wellness-perfumery space that emerged in the early 2020s, a category that treats scent as a vehicle for mood and grounding rather than pure luxury or mass-market appeal. Vyrao positioned itself as a pioneer of this approach from inception. The fragrance draws wearers who want something that works on the nervous system as much as the nose, people who treat their fragrance wardrobe as part of a broader practice of intentional living.
The House
VyraoVyrao is a London-based fragrance house founded in 2021 by Yasmin Sewell, a former fashion and creative director who transitioned from the fashion industry into perfumery. The brand positions itself at the intersection of fragrance and wellbeing, creating scents designed to evoke specific emotional responses. Vyrao works with independent perfumers including Lyn Harris and Meabh McCurtin to develop its collection. Notable fragrances include Magnetic 70, The Sixth, Sun Rae, Witchy Woo, Free 00, Georgette, I Am Verdant, Mamajuju, Ludeaux, and Ludatrix. The brand secured investment from L Catterton, a global consumer-focused private equity firm, which has supported its growth and distribution. Vyrao operates as a standalone fragrance label with retail presence across select stockists and its own channels.
The Creator
Meabh McCurtinMcCurtin’s signature technique blends rigorous molecular analysis with intuitive layering. She favors transparent, light‑weight bases—often a crystal‑clear aldehyde or a soft musk—onto which she adds hand‑picked botanicals such as Irish heather, wild thyme, or sea kelp.
