Vyrao closes in on buyer after five years of expansion

Vyrao, the British fragrance and wellbeing brand founded by former fashion executive Yasmin Sewell, is reportedly nearing a sale to a new owner after expanding its product range and international retail presence.

The company is closing in on a buyer, according to The Business of Fashion. The prospective owner and transaction value have not been disclosed, while the expected completion date remains unclear.

A sale would follow five years of development for the premium fragrance label, which Sewell launched in 2021 after a career spanning fashion buying and creative direction. She began developing the business in 2019, combining her fashion experience with an interest in energetic medicine and holistic health.

Vyrao entered the market with a proposition connecting fine fragrance with emotional wellbeing. Its products are designed around desired moods, with ingredients selected for their scent profiles and therapeutic associations.

“I truly believe that joy is the new luxury, so I decided to bottle it,” Sewell said in the brand’s account of Vyrao’s founding.

The Estée Lauder Companies’ New Incubation Ventures group took a minority stake in Vyrao in March 2023. The funding was intended to support geographic expansion, larger campaigns and product development.

Vyrao had secured distribution in the UK, US, Australia and Japan by the time of that investment. Retail partners have included Selfridges, Liberty, Saks and Mecca, giving Vyrao a presence across luxury department stores and specialist beauty retailers.

In September 2024, L Catterton invested in Vyrao through the company’s second funding round. Existing backers Manzanita Capital and Estée Lauder’s corporate venture arm also participated.

The current sale process follows those two funding rounds. Further details about the buyer and terms have yet to be reported.