Yasmin Sewell has been described as Australia’s biggest fashion export. Based in London, her 20 year career has featured collaborations with luxury brands such as Hermes and Chloe and leading international retailers including Browns, Barneys New York and Farfetch.

The Sydney-born style icon was briefly married to British actor Rufus Sewell and founded her own fashion label, Etre Cecile. But one of her most recent ventures was the launch of Vyrao in 2021, a unisex fragrance startup which dovetails luxury perfume with “energetic healing”.

Through New Incubation Ventures, its venture and incubation arm, The Estée Lauder Companies (ELC) has taken a minority stake in Vryao.

The financial details were not disclosed. But Lampriere Wells, the mergers and acquisitions specialist, brokered the deal. The Melbourne-based investment bank also advised on L’Occitane‘s acquisition of Australian cult brand, Grown Alchemist.

The acquisition takes ELC into the neuro scent market, which centres on perfumes that contain ingredients linked to emotional responses. Every bottle of Vryao fragrance contains a Herkimer diamond crystal, believed to clear the body’s chakras to allow spiritual energy to flow. The original five fragrances are the work of noted British perfumer, Lyn Harris, who created the perfume ranges Miller Harris and Perfumer H.

The name Vyrao is derived from the Latin word vireo, which means “I am verdant” or “I am vigorous”. The juices have names like Witchy Woo, Magnetic 70 and Free 00 and are sold online or through select international retailers such as Selfridges, Liberty, Saks 5th Avenue, Violet Grey, United Arrows in Japan and Mecca in Australia.

The ELC investment will go towards boosting Vyrao’s marketing and advertising strategies in the US, Australia and Japan. A new fragrance is set to debut in May.  But the sixth addition to the Vyrao lineup is a  collaboration with International Flavors & Fragrances Wellness Program, which studies the effects of perfumes on brain waves.

Vyrao wants to keep innovating by creating products that go beyond traditional wellness and fragrance, and support our spiritual and mental well-being, adds Sewell. “To have ELC’s support and guidance is a huge validation for me personally, and an honour.”

Shana Randhava, senior vice president of New Incubation Ventures said that Sewell’s ability to re-imagine the convergence of luxury, wellness and fragrance is expanding our understanding of the functional benefits of the category. “We’re excited to join her on the journey of defining what health and well-being looks like as it relates to today’s consumer’s connection to beauty.”

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