Vyrao, the British fragrance and wellbeing brand founded in 2021 by former fashion executive Yasmin Sewell, is finalising a sale. The company is closing in on a new owner after five years of expansion, according to BoF.
The buyer inherits a label with cult credibility and a wellness narrative that large beauty groups are hungry to own. Whether the new owner preserves the brand’s independent energy will decide whether Vyrao keeps its distinctive hum after the handover.
The brand expanded its product range and international retail presence before entering the sale process. An earlier round saw LVMH-backed private equity firm L Catterton take a significant minority investment alongside Manzanita Capital and Estée Lauder’s venture arm.
Vyrao’s journey has always been about translating fashion-world credibility into a different kind of luxury. Sewell, a former fashion buyer with deep industry roots, positioned scent as a tool for wellbeing, and that positioning has carried the label from niche launch to serious acquisition target.
Sewell built the brand around what it calls high vibrational scents, fragrances meant to boost mood and energy rather than merely scent the skin. Names like Witchy Woo, Ludatrix and Ludeaux sit at $190 and above, appealing equally to traditional perfume fans and the wellness-curious.
