Backed by neuroscience and energetically charged, Yasmin Sewell’s Vyrao fragrances have the power to set any mood. 

Fragrances have long been considered a mood-setter. But Yasmin Sewell’s brand Vyrao has the science to prove why her products have that very power. Launched in London five years ago, Australian perfumer and trained Reiki practitioner Yasmin’s mission was simple: to build a world based on “connecting with energy.” Her entire output is wholly intentional. The colour of each fragrance is hand-picked by Sewell, who has Synesthesia, and the cocktail of natural notes are selected to conjure up intoxicating feelings, from calm and serenity to energised or sensual. These ingredients are backed by fragrance house International Flavors & Fragrances, which has a Science of Wellness programme, offering scientific data on each ingredient’s brain-altering properties. The smell-meets-spirituality-meets-science combination has proved to be a commercial success, with Space NK and Harvey Nichols carrying the brand.

Each smell is transportive and utterly delicious at once, and their latest release is the proof. In tandem with the brand’s 5th anniversary, they’ve revealed their latest sweet-smelling scent: Ever 11. Orbiting around the notion of confidence, fresh bursts of black cherry and smoky patchouli notes take centre stage. Vanilla and Tonka bean notes help “enhance self-esteem by 97% as measured by IFF’s proprietary Science of Wellness program”, meaning the feeling of confidence is quite literally bottled up. Both professionally and personally marking a chapter of emboldened confidence, with Yasmin turning 50 this year, the fragrance signals continued growth and renewal for the brand currently on an upward trajectory.

Yasmin joined EE72 to reflect on her brand’s beginnings, the energy that informs everything we do, and how we could all use a little “woo-woo” in our lives.