Yasmin Sewell’s two-decade career as a trend forecaster and creative director – including roles at Browns and Liberty – has established her as one of the most sought-after contemporary tastemakers.

Alongside this, Sewell undertook extensive training in holistic practices and energetic medicine, from Ayurveda to Reiki. In 2019, driven by her belief that energy is everything, she brought this combined expertise to fragrance, and in 2021, Vyrao was born.

Vyrao’s mood-boosting fragrances draw on master perfumery and neuroscience to create multisensorial experiences that enhance emotional and energetic wellbeing. The brand has built an international following, expanding the global conversation around beauty and wellness.

Sewell is widely recognised as the pioneer of a new fragrance category. In 2025, the Vyrao founder was named a Beauty Disruptor by the Vogue Business 100 Innovators and invited to speak at The Business of Beauty Global Forum in Napa Valley, California, in conversation with Business of Fashion founder Imran Amed. As Wallpaper’s Mary Cleary notes, “Yasmin Sewell has made a career out of hitting on trends before they become trends, and this latest launch seems poised to follow the same trajectory.”