Meet Yasmin Sewell, founder of Vyrao

Why did you decide to move into perfume after working in fashion?

After I left my last big job in fashion, in 2018, I decided to focus on what was really important to me. Vyrao really is my life's work, it's everything I know about creativity and beauty combined with what I’m trained in which is many forms of holistic wellbeing. Vyrao is more than a fragrance brand, its creativity and energetic well-being combined.

Why do you describe Vyrao as a wellness brand?

At Vyrao we channel positive energy into each of our products. I began with five fragrances, believing in the healing power of the senses. Each product is designed to evoke positive emotions and enhance well-being, from the ingredients we use and how they alter your mood and emotions, the colours we choose and even the crystals that float around in every 50ml fragrance.

How did you come up with the idea of creating a brand so rooted in holistic and energetic well-being?

I always wanted to create something in the wellness space as that is what I’m most passionate about. I’ve studied many practices such as Reiki, Integrative Quantum Medicine, Flower remedies, and Ayurveda. Our spiritual, emotional, and energetic well-being is what I think affects our overall wellness more than anything. Vyrao is all about healing in this holistic way, using scent, colour, and emotion to promote it.

How do you think fragrance impacts our overall well-being?

Scent has a huge impact on our well-being, by influencing our mood more than any of the other senses. I heard recently that 60% of our emotions are linked to scent. Scent can provide an instant boost of positivity and joy, triggering brief but meaningful shifts in our emotional state. It’s all to do with the olfactory gland (scent) being so closely connected to the amygdala gland which is responsible for memory and emotions.

How did you come up with each of the Vyrao fragrances? What does make them unique?

Unlike traditional fragrances, the conception of our fragrances starts with the emotion first. This is then channelled through the most precious ethically and sustainably sourced natural ingredients, each selected for its therapeutic benefits and ability to conjure positive energy. For our two most recent fragrances, I’ve been fortunate to collaborate with IFF's Science of Wellness program, leveraging 40 years of scientific research to enhance their benefits.

What inspires you when you imagine the scents of Vyrao fragrances?

It’s all about the mood, what it will evoke in us, and what positive feeling it will amplify.

What advice would you give to help everyone find their own olfactory signature?

We don't really talk about signature at Vyrao, most people who love the brand tend to have more than one scent as you want to feel different on a different day. We don't want to dress the same each day and I think when you choose a scent each morning or evening it should be about…choosing a feeling.

Discover Vyrao

Vyrao's Fragrances

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