Vyrao

Vyrao is a British fragrance brand founded in 2021 by fashion and retail consultant Yasmin Sewell. Headquartered in London, the company positions itself at the intersection of perfumery and wellness, building on Sewell’s background in fashion and her personal interest in energy work and Reiki. Multiple interviews and retailer profiles describe Vyrao as one of the first brands to explicitly link “energetic healing” with fine fragrance.

From launch, Vyrao has worked with master perfumers such as Lyn Harris and Meabh McCurtin to create genderless eau de parfums that are tied to specific emotional intentions. Early releases like Free 00, Witchy Woo, and Georgette were framed around themes such as joy, courage, creativity, sensuality, and self‑love, with formulas built largely from organic and ethically sourced plant extracts. The brand states that its compositions are predominantly natural, with roughly 80 percent certified organic raw materials supplied by Robertet, and that remaining synthetics are selected for sustainability.

A defining feature of Vyrao is the integration of crystals and energy practices into the product design. Each 50 ml bottle contains a small Herkimer diamond, which the brand says is “supercharged” in Hawaii by energist Louise Mita, and candles conceal a steel V talisman in the base. The company also collaborates with scientific programs such as IFF’s Science of Wellness to test and support claims around mood enhancement and the emotional impact of certain ingredients.

Beyond fine fragrance, Vyrao has expanded into candles, incense, and travel sets, maintaining the same focus on mood and emotional states. The collection has grown from an initial set of seven scents to a broader line, but the core idea remains consistent: compositions are constructed first around an emotion or atmosphere, then translated into complex, often slightly offbeat blends that sit between niche perfumery and contemporary wellness culture.