Vyrao

Vyrao is a London-based fragrance company founded by Yasmin Sewell, a fashion creative director who launched the brand in 2021 [1][3]. Its perfumes are positioned as mood-elevating "neuroscents" designed to affect emotions and energy, combining what the company calls neuroscience with master perfumery. The brand remains active, running a live direct-to-consumer site alongside a network of stockists, with recent launches across several fragrance collections.

Vyrao operates at the intersection of fragrance and wellness, an approach summed up in its tagline, "Energy is everything." The company frames scent not simply as a smell but as a tool for wellbeing, and describes itself as the creator of "a new genre of fragrance that targets emotions and energy through scent."

Before Vyrao, Yasmin Sewell built a career in fashion as a buyer and creative director. Editorial coverage notes her earlier work at Barneys, Farfetch and Browns, where she was among the first to champion designers including Christopher Kane and JW Anderson. The brand's account of its origin traces Vyrao to Sewell's "belief that good feelings are foundational to our wellbeing," which she set out to translate into fragrance [3].

The name carries a stated meaning: according to the company, it signifies "I am verdant; I am vigorous; I sprout new green growth."

Accounts of the founding date differ. The brand's own story page states that "in 2021, Vyrao was born" [3], and a May 2021 feature in Wallpaper* corroborates a 2021 launch [7]. In a Grazia interview, Sewell said the project "began earlier than I anticipated, in 2019" [6] — a reference to when she began developing the brand rather than its public launch. Vyrao is a London-based company; Sewell herself is Australian-born [6].

Vyrao's central premise is that "energy is everything," and its fragrances are presented as mood-elevating tools rather than conventional perfumes. The company says its scents are designed "to elevate your mood and enhance your wellbeing," drawing on what it describes as "the principles of neuroscience and energy amplification" to "spark high vibrations and positivity" [3]. This positioning places the brand within the 2020s wellness-beauty movement, and Grazia has described it as a "high-vibration fragrance brand" that pairs Sewell's fashion sensibility with a longstanding interest in healing and wellness [6].

The brand organizes its range partly by emotional benefit — categories such as Mindfulness & Intuition, Joy & Happiness, and Grounding & Awareness — rather than by conventional scent families alone.

Vyrao's fragrances include Witchy Woo, The Sixth, Sun Ræ, Mamajuju, Ludeaux, Ludatrix, I am Verdant and Free 00, sold across collections and complemented by home products such as candles and incense. The scents were developed by perfumer Lyn Harris [7].

The company markets its newer fragrances as "neuroscents," which it describes as "science-backed" and "made with 80-87% clean, natural ingredients" [2]. Vyrao attaches specific figures to some products; the Witchy Woo page, for example, claims the scent is "neuroscience-backed to enhance self-esteem by 90%, mindfulness by 81% and seduction by 33%" [5]. These are the company's own stated claims.

A distinctive feature is the inclusion of a Herkimer diamond crystal in the brand's larger bottles, which the company notes are found only in its 50ml sizes [5]. In editorial interviews, Sewell has described the crystal as "the conduit for the energy," and Wallpaper* reported that the crystals were "energetically charged" by a healer, Louise Mita [7][6].

Vyrao states that all of its perfumes are cruelty-free and that their ingredients are "ethically and sustainably sourced," with almost all derived from plants and flowers [4]. The company names Robertet Grasse and LMR Naturals by International Flavors & Fragrances among its raw-material suppliers.

On packaging, the brand describes materials made from "60% virgin fibres and 40% post-industrial sugar cane waste" that are "fully recyclable and biodegradable" [4]. It also notes that some of its paper components hold Blue Angel certification from the German Federal Environmental Agency.

Vyrao is active. It maintains a live direct-to-consumer website and a stockist network, with recent product launches including The Sixth, Sun Ræ, Mamajuju, Ludeaux and Ludatrix, and it sells across multiple regions.