Vyrao, the luxury fragrance brand brought to you by industry veteran Yasmin Sewell, draws its name from the concept of growth and vitality, offering scents that channel holistic wellness. True to its name, the brand taps into the emotional and energetic power of fragrance through its eight genderless eau de parfums, incense, and candles.

At the heart of Vyrao are scents, colors, crystals, and ethically sourced ingredients, and these come together to evoke specific emotions, elevate mood, and boost energy. For Yasmin, it’s all about creating of high vibrations for a transformative experience with every spritz or waft.

To learn more about this British fragrance brand, Yasmin shares insights into her business of crafting scents, elevating energy, and how she fosters positivity in her everyday life.

FC: Vyrao blends scent with energy healing, how do you see fragrance influencing emotional wellbeing?

YS: On a scientific level, the olfactory gland, which is responsible for smell, is right next to (and connected to) the amygdala, responsible for memory and emotions. What we smell instantly affects how we feel, and the energy we radiate. I believe the future of wellness is through energy, sound, light and color.

FC: Can you tell us about the creative process and the development of the scents?

YS: The emotion always comes first. What do I feel we need? Is it a scent for grounding and awareness, for example? As for our latest scent, Mamajuju. We start by looking at the ingredients that have been used to trigger these emotions for hundreds, even thousands of years. We work with IFF (International Flavors & Fragrances) to choose neuroscience-based ingredients, using 40 years of scientific research into how different scents impact the brain. Lastly, the bottle design, color, naming and affirmations for that scent all have to match the frequency of the intention. For me that part is pure feeling and instinct. I've always been able to smell color, and so forth. The entire process is so creative and wonderful.

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