"Yasmin Sewell became a well-known name in fashion circles, having spent years leading creative for retailers like Liberty London and Farfetch, and spending time as a fashion director for Style.com. When she stepped away from that world in 2018, she worked as a consultant, putting her creative energy into her own Ltd. But it wasn’t until 2021 where she tapped into her passion for wellness.

Sewell is the founder of Vyrao, a fragrance brand that blends aromatherapy and neuroscience into eight glass bottles of genderless perfume. The brand was ahead of the curve: launches today in the fragrance space are tapping into the same properties that blur the lines between fragrance and wellness, offering customers something more meaningful than a scented mist. Vyrao’s early-adopter positioning paid off when it became the first beauty or fragrance brand to raise money from L Catterton, and also gained funding from Estée Lauder Ventures and Gwyneth Paltrow’s Kinship Ventures. This autumn, Vyrao will bring its scent experiences to life with its first experiential pop-up in New York’s SoHo."

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