YASMIN SEWELL, FOUNDER OF VYRAO
With over 25 years spent in fashion,Yasmin Sewell built a career on finding the next big designer and predicting new trends. “I was always tapping into my intuition when I was doing those things—it guides everything that I do,” she says. It led her to open a boutique during the late-Nineties in London’s Soho, where brands and designers were featured for their individuality. “I just looked all around the world for things
that resonated with me,” Sewell says. 

She then slid into a run of impressive roles, including buying director of the luxury retailer Browns, chief creative officer of Liberty London, fashion director of Moda Operandi, and vice president of style and creative at Farfetch. Shifting away from this upper echelon of fashion into the world of fragrance might sound unusual, but again Sewell trusted her intuition. “I always knew that at some point in my life I would move into the holistic wellness world,” she says.

Fragrance wasn’t specifically on Sewell’s vision board, but she knew she wanted to do something in “energetic emotional wellbeing,” as she describes it. Having trained in meditation and quantum medicine, Sewell wanted to create a product that would alter the user’s mood and vibration, and voilà, Vyrao was born in 2021.

The fragrance brand blends neuroscience-backed and sustainably sourced ingredients with “energy medicine,” which includes color, crystals, and af!rmations, to create fragrances dedicated to energy amplification. “We’re living in a crazy, chaotic, intensely anxious world, so if the fragrance that you spray reminds you to feel protected, to feel love, self-compassion, freedom, liberation, creativity, or all these things... I believe that’s incredibly good for you. It transforms you instantly.”

The beautiful scents are undeniably inviting. Made in collaboration with perfumers that include Lyn Harris and Meabh McCurtin, all Vyrao fragrances have notes channeled by Sewell’s psychic, Katt Nicholson, while the energy healer Louise Mita, who taught Sewell Integrative Quantum Medicine, charges the Herkimer crystals (said to have emotional-healing and energy- raising properties) that are found in each 50 ml bottle.

Things are heating up this fall with the launch of two new “arousing” scents, Ludatrix and Ludeaux, which are centered on passion, sensuality, and seduction. Ludeaux, a scent designed for "irtation, features notes of peach, magnolia, and sandalwood, as well as a hint of latex accord. Ludatrix, meanwhile, has a lipstick accord, Sichuan pepper, romantic rose, sensuous musk, and cedarwood. Its provided mantra may as well speak for Vyrao as a whole: “I Spray, I Play.”

Full article in 10 Magazine US Fall 2025 issue.