“Energy moves, and so should we,” says Yasmin Sewell, the founder of Vyrao, a scent-led wellness brand that blends high-concept fragrance with intuitive healing. It’s a philosophy she brings not just to her bottles of botanical perfume, but to every facet of how Vyrao lives in the world—from its affirmational messaging to immersive collaborations like the one recently curated with Craig Richards at Houghton Festival.

In a world that increasingly blurs the line between wellness and lifestyle, Vyrao is staking a claim in the space where luxury, vibrational energy, and ritual meet. And at the helm is Sewell, a woman whose personal and professional journey through fashion, intuition, and spirituality has made her one of the most compelling brand founders working today.

This is not about perfumery in the traditional sense. Vyrao doesn’t just want you to smell better. It wants you to feel different.

Rooted in Spirit, Grown Through Fashion

Yasmin Sewell’s path to Vyrao wasn’t direct, but it was always energetic. Born in suburban Sydney into a spiritually conscious household, she grew up surrounded by a blend of Eastern mysticism, nature-centric living, and a deep sense of emotional sensitivity. These early experiences built the foundation for what would later become her obsession with vibrational energy, mood states, and the sensory world.

After relocating to London and spending over two decades in the fashion industry—holding influential roles at Browns, Liberty London, and Farfetch—Sewell developed a reputation not just as a trend forecaster, but as a visionary connector of ideas and emotion. She had an instinct for what people wanted before they did, a skill now deeply embedded in Vyrao’s sensory language.

Vyrao: Where Fragrance Meets Frequency

Founded in 2021, Vyrao takes its name from the Latin verb vireo, meaning “I am verdant; I am vigorous; I sprout new green growth.” That etymology speaks volumes. The brand’s philosophy is less about aesthetics and more about energetic flourishing—what Sewell refers to as “raising vibrations”.

The brand currently offers eight genderless perfumes, incense, and scented candles, each designed to affect specific emotional or energetic states. From the grounding effect of Magnetic 70 to the uplifting citrus clarity of I Am Verdant, Vyrao’s scents are not simply fragrant—they are intentional tools for transformation.

Each bottle is paired with a daily affirmation—“I Am In The Here and Now,” “Get Down to Earth,” “Free 00”—making the act of spritzing less about finishing a look and more about setting an energetic tone. For Sewell, scent is “a ritual that reattunes us,” a medium that sits between the conscious and unconscious mind.

The Houghton Collaboration: Sound, Scent, and Movement

This belief in multisensory immersion found perfect expression in Vyrao’s recent collaboration with Houghton Festival and Craig Richards, a legendary DJ and curator known for blending art, sound, and community into festival spaces that feel deeply personal.

Held during an intimate evening at the Norfolk countryside festival, the event wove together music, scent, and presence in a space designed not just for entertainment but for energetic elevation. Sewell and Richards curated a journey that guided guests through scented atmospheres aligned with specific moods, timed to music that mirrored and enhanced those shifts.

“It was less of a performance and more of a collective attunement,” Sewell says. “People moved, laughed, slowed down. The energy in the space changed minute by minute.”

The flow exemplifies Vyrao’s ethos: sensory alignment for emotional empowerment. And as Sewell puts it, “This isn’t a brand you just wear. It’s a brand you use.”

Ritual, Not Routine

For many, fragrance is a finishing touch. For Vyrao, it’s the starting point. Each product is formulated not just for olfactory pleasure, but for bioenergetic impact. The brand has even partnered with energy healer Louise Mita, who infuses each bottle with Reiki and quantum energy before it ships.

This layered attention reflects Sewell’s broader critique of modern wellness, which she believes can sometimes become a checklist rather than a conscious practice. “People are seeking more,” she says. “Not just wellness in aesthetics, but tools for emotional navigation.”

In that sense, Vyrao is both science and spiritual practice. Its formulas include mood-boosting botanicals like clary sage and frankincense, but are also informed by psychological frameworks, bioenergetics, and aromatherapy traditions. The line between ritual and product disappears.

Personal Practice and Public Offering

Sewell is transparent about Vyrao being an extension of her own inner life. She has long practiced energy work, meditation, and journaling, and views scent as the bridge between her spiritual life and her fashion-forward past. “Fragrance connects to memory, to identity, to presence,” she explains. “It’s the quickest way to shift.”

That personal approach means Vyrao operates differently from traditional fragrance brands. Its marketing is less about fantasy and more about frequency. Rather than moodboards of European summer estates or red-lipped seductresses, Vyrao asks: How do you want to feel today? Then it builds from there.

This shift mirrors a larger trend in beauty and wellness, where products are judged not only by sensory impact but emotional resonance. Vyrao meets that demand with authenticity. It doesn’t imitate meaning. It cultivates it.

A Genderless, Boundless Approach

Vyrao’s fragrances are purposefully genderless—not just in scent composition, but in emotional design. Scents aren’t assigned masculine or feminine traits. Instead, they’re matched to intentions: grounding, joy, clarity, love, sensuality.

This reflects Sewell’s core belief that emotions are universal, not binary. “We all want to feel present. We all want joy. Those desires transcend labels,” she says.

Even the design language reflects this: minimal white bottles with pops of color that feel alive, not ornamental. Vyrao isn’t neutral—it’s charged.

What’s Next: Expansion Without Dilution

As Vyrao gains international traction, Sewell is adamant that growth won’t come at the cost of intention. While expansion into global retail and wellness spaces is underway, each new product or collaboration must deepen—not dilute—the brand’s vibration.

“There’s a lot of noise out there,” she says. “We don’t want to add to it. We want to tune people into themselves.”

Upcoming projects include a series of immersive scent meditations, new collaborative installations, and the possibility of energetic home design objects—a kind of feng shui-meets-fragrance hybrid. Always, the goal is to raise the vibration—not just of rooms, but of lives.

Thoughts

Vyrao is not a brand trying to chase trend cycles. It’s not in competition with legacy perfumers or buzzy wellness startups. It is, in essence, a portal—from surface to depth, from routine to ritual, from product to presence.

And in a time where burnout, overstimulation, and performative self-care dominate the cultural landscape, Sewell’s vision offers something quieter—but more powerful.

“Scent,” she says, “is a conversation with your inner world.”

 

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