Vyrao acquired by Tresalis in new chapter for British fragrance brand

British fragrance brand Vyrao has been acquired by Tresalis, a recently established beauty business backed by German investment firm Athos.

The financial terms of the transaction have not been disclosed, and, according to The Business of Fashion, Tresalis has not yet outlined its plans for developing the brand.

The deal follows reports in August that Vyrao was in discussions with a prospective buyer, although the identity of the buyer and the expected completion date were not disclosed at the time.

Founded by former fashion executive Yasmin Sewell, Vyrao began development in 2019 and launched in 2021. Sewell drew on her background in fashion buying and creative roles, alongside her interest in holistic wellbeing, to establish a fragrance business centred on the relationship between scent and mood.

Vyrao positions itself at the intersection of fine fragrance and emotional wellbeing, offering genderless eau de parfums developed with master perfumers and designed to evoke particular moods. “I truly believe that joy is the new luxury, so I decided to bottle it,” Sewell said in the brand’s account of its founding.

The company says its fragrances use ingredients selected for both their scent profiles and their associations with wellbeing. Its product range has since expanded beyond eau de parfum to include incense and scented candles, giving the brand a presence in home fragrance as well as fine fragrance.

Vyrao has also attracted investment from established industry backers. In March 2023, the brand announced that Estée Lauder Companies’ New Incubation Ventures had taken a minority stake. Vyrao said the investment would support product development, including potential wellness products beyond fragrance, as well as further international expansion and larger creative campaigns.

New Incubation Ventures had also participated in Vyrao’s 2022 seed round. It subsequently invested alongside existing backer Manzanita Capital in the 2024 round, which was led by Elevate Beauty, L Catterton’s growth investment fund.

The acquisition by Tresalis marks a new phase for Vyrao after five years of development under Sewell’s leadership, although the new owner has yet to publicly detail its strategy for the brand.