Estée Lauder and LVMH-Backed Fragrance Brand Vyrao Nears Sale

British wellbeing and fragrance label Vyrao, founded by former fashion executive Yasmin Sewell, is reportedly preparing for an ownership change following rapid retail and product line expansion.

Industry sources report that Vyrao is nearing a sale following rapid expansion and major strategic backing, though the buyer's identity, transaction value, and expected closing date have not been disclosed.

Despite being founded just five years ago, the niche fragrance label managed to secure backing from both The Estée Lauder Companies and LVMH-backed investment firm L Catterton.

Conglomerates Take Notice of Niche Fragrance Pioneer

Sewell launched Vyrao in May 2021, entering the prestige market with a distinct focus on "neuroscents"—fragrance formulations designed to positively affect mood and emotional wellbeing. The concept builds on centuries of botanical remedy traditions, modernized through neuro-sensory research. Industry experts have described the trend as a shift toward functional aromatherapy 2.0.

Vyrao's product portfolio includes fine fragrances, scented candles, and incense sticks, formulated with up to 80% organic ingredients and 88% to 89% natural-origin components. Products are positioned in the luxury segment: fine fragrances retail for £140 ($180), incense sets range from £40 to £95, and candles are priced at £165.

Vyrao's funding trajectory accelerated in March 2023, when Estée Lauder acquired a minority stake through its early-stage investment arm, New Incubation Ventures (NIV), to finance international distribution, larger brand activations, and product development.

In September 2024, L Catterton led a second financing round through its Elevate Beauty growth fund, accompanied by NIV and private equity firm Manzanita Capital—an early investor in Diptyque and Byredo. The deal marked L Catterton's first investment in a standalone fragrance label.

Beyond brand positioning, Sewell's background played a key role in attracting institutional capital. She previously served as creative director at luxury department store Liberty London, fashion director at Style.com, and senior executive at luxury platform Farfetch.

"Smell is a powerful tool for emotional wellbeing," Sewell noted, explaining that the brand name derives from the Latin verb vireo, meaning to sprout or flourish.

With 240,000 personal Instagram followers and 71,000 followers on Vyrao's brand channel, Sewell leveraged her audience to build immediate brand authority. In 2025, Vyrao was named to the Vogue Business 100 Innovators list.

Strategic Stakes and Fragrance Market Dynamics

The prospective sale comes during a period of sustained activity in the global fragrance category. Market data projects global fragrance revenue to reach $73.8 billion by 2026, driven by high demand for niche and artisanal brands.

Major beauty houses including LVMH, Unilever, and Coty have increasingly used minority venture stakes to capture high-growth niche trends. In June 2026, Paris-based niche fragrance brand Fascent completed an angel round backed by 14 industry veterans from Coty, Jacquemus, dsm-firmenich, and Elle International.

For major beauty conglomerates, early-stage minority bets offer a low-risk strategy to evaluate functional and storytelling-driven fragrance concepts without taking on immediate full integration risks.

As Vyrao prepares for its next chapter, its new owner will need to balance global commercial expansion with preserving the distinct brand identity that drove its initial momentum.