"Another innovation that we're seeing coming through in this space are fragrances that transcend traditional perfumery to extend into the wellness and self-care spaces - our newest brand Vyrao (launching in MECCA in May), founded by London-based Australian creative Yasmin Sewell, is an example. Sewell has created a completely androgynous fragrance collection based on the idea that scent can shift our energy and create positive emotions, making people feel better on a deeper level and enhancing our overall wellbeing."

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