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Estée Lauder Companies invests in Yasmin Sewell's new generation fragrance brand Vyrao

Lauretta Roberts
27 March 2023

The Estée Lauder Companies' New Incubation Ventures has taken a minority stake in Vyrao, the new generation wellness fragrance brand launched by fashion and beauty retail creative force Yasmin Sewell. 

Sewell, who made her name through her trailblazing work with brands such as Browns and Liberty, launched the brand two years ago with the aim of fusing energetic healing with master perfumery.

Each bottle of Vyrao Eau de Perfum contains a supercharged, ethically sourced Herkimer diamond crystal, known for purifying and raising energy. The brand also creates incense and candles, each designed to spark a different positive mood.

“At Vyrao, we want to keep innovating by creating products that go beyond traditional wellness and fragrance, but can support our spiritual and mental well-being. To have Estee Lauder’s belief and guidance is a huge validation for me personally and an honour,” said Sewell.

London-based Vyrao made its debut at Selfridges two years ago and now boasts stockist around the work including Saks Fifth Avenue, Liberty, END, Browns, Claridges Spa among many others, including mutiple Mecca stores in Sewell's native Australia.

New Incubation Ventures (NIV) is the strategic early-stage investment and incubation arm for The Estée Lauder Companies and has a mission to invest in the brands shaping the future of the beauty industry. A recent investment included British sustainable skin, home, hair and body care brand Haeckels.

Yasmin Sewell is of Lebanese and Australian descent and made a name for herself on the London fashion scene in the late 1990s when she opened the influential Yasmin Cho boutique in Soho. She went on to work for Browns and Liberty in the early 2000s where she supported up and coming designers including Acne and Christopher Kane. In 2017 she joined global luxury platform Farfetch before establishing Vyrao in 2021. She is considered to be one of the most influential and stylish figures in the British luxury fashion space.


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