Driven by her belief that good feelings are foundational to our overall happiness, tastemaker Yasmin Sewell leveraged her experience as a creative director in the fashion industry to craft her own vibrant brand, Vyrao. The genderless eau de parfum collection marries the principles of neuroscience and energy amplification with the art of perfumery to ignite joy and boost soul health through the senses. We chatted with Sewell about her inspirations while developing her brand, the influence fragrance has on our overall well-being and the ultimate luxury of joy.
Photography provided by Vyrao
What inspired you to launch Vyrao?
Throughout my career in fashion, I always had a deep parallel interest in spirituality and holistic health. I trained in Reiki, Integrative Quantum Medicine and flower remedies. After leaving my last major role in 2018 and navigating some personal life changes, I felt it was time to bring everything I love together. Vyrao was born from that intention.
Where does the name Vyrao come from?
Vyrao is derived from the Latin verb “vireo” meaning, “I am verdant; I am vigorous; I sprout new green growth.” This burgeoning, transformative energy is transmitted across everything we do.
Can you share more about your process developing the ethos for your fragrance brand?
Vyrao is rooted in emotion and intention. The process always begins by asking: What do we feel people need right now? Whether it’s grounding, joy or self love, we start with that emotional foundation. We then combine time-honored botanicals known for their emotional effects, some used for hundreds or thousands of years, with ingredients supported by neuroscience. Our master perfumer, along with IFF, draws from over 40 years of research into how scent impacts the brain to guide this stage. Everything from the bottle shape and color to the name and affirmations are intentionally chosen to reflect and support the emotional frequency of the scent. For me, this part is deeply intuitive.
Why did you decide to create your Love Eight collection?
I’ve come to realise that people love discovery sets. To experience each one of a brand’s fragrances in your own time and in your own space is a real treasure. We ultimately decided to make the most treasurable and delicious set you can get your hands on.
How can fragrances influence our daily lives and well-being?
Fragrance and emotion are deeply connected on a neurological level. A single scent can instantly transport you to a different time or place, triggering powerful memories and emotions. We use neuroscience-backed ingredients that are proven to positively impact your mood. Our fragrances are designed to be more than just perfumes, they’re daily tools to uplift your energy, enhance your spirit and shift your emotional state. Like a form of time travel, the right scent can energize and uplift you.
Any resolutions or dreams for the rest of 2025?
To continue growing the Vyrao community and explore new ways to support our emotional well-being, not only through scent, but through experiences and meaningful connection. To also remain open to where energy naturally wants to flow next.
What can Vyrao lovers expect next?
You can expect new scents and more collaborations with like-minded people. There’s so much more to come. This is just the beginning…
