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Vyrao Partners With Estée Lauder’s New Incubation Ventures Group

Vyrao Partners With Estée Lauder’s New Incubation Ventures Group

Vyrao is delighted to announce that The Estée Lauder Companies (ELC), led by its New Incubation Ventures group, has made a minority investment in the company.

Founded in 2021 by Yasmin Sewell, Vyrao is a wellbeing and fragrance brand fusing the concept of energetic healing and master perfumery. Our products are formulated with plant and flower remedies that are associated with positive emotions and each 50ml bottle contains a Herkimer diamond crystal.

From day one Vyrao’s mission has been about supporting our customers with both science backed and natural scents with functional and emotional benefits. Vyrao’s offering is also part of a new category of fragrance known as neuroscents; next-generation functional perfume based on scientific research and backed by data.

Since launch Vyrao has experienced rapid growth into some of the world’s most prestigious retailers in the UK, USA, Australia, and Japan as well as expansion of the initial fragrance product offering into candles and incense.

Our latest fragrance launch, The Sixth, was developed in collaboration with international Flavours and Fragrances (IFF) Science of Wellness program which studies brain activity corresponding emotions attributed to scents.

ELC’s investment will enable new product innovations in neurologically backed ingredients, additional wellness formulations beyond scent, and escalating creative campaigns and further geographic expansion.

“To have Estée Lauder’s belief and guidance is a huge honour. Estée Lauder invests in and owns some of the world’s greatest brands. They are excited to join us on our journey to define what emotional wellbeing and healing looks like today and in the future,” says Yasmin Sewell, Vyrao’s founder.

Shana Randhava, senior vice president, New Incubation Ventures, said that Sewell’s “ability to reimagine the convergence of luxury, wellness and fragrance is expanding our understanding of the functional benefits of the category. We’re excited to join her on the journey of defining what health and well-being looks like as it relates to today’s consumer’s connection with beauty.”

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