Vyrao Nears Sale Following Rapid Expansion and Major Strategic Backing

British fragrance and wellbeing brand Vyrao, founded by former fashion executive Yasmin Sewell, is reportedly nearing a sale to a new owner after five years of product development and international retail expansion.

The company is closing in on a buyer, according to The Business of Fashion. While the prospective owner and transaction value remain undisclosed, the move marks a significant transition for the niche luxury label.

Sewell launched Vyrao in 2021 after a high-profile career spanning fashion buying and creative direction. She began developing the business in 2019, merging her luxury design background with a deep interest in holistic wellness and energetic medicine.

Vyrao positioned itself in the prestige market by connecting fine perfumery with emotional wellbeing. Its fragrances are formulated around intended moods, featuring ingredients selected for both scent performance and therapeutic associations. "I truly believe that joy is the new luxury, so I decided to bottle it," Sewell previously said of the brand's founding concept.

The brand's unique positioning attracted major industry backing early in its growth phase. In March 2023, The Estée Lauder Companies’ New Incubation Ventures acquired a minority stake to support international expansion, global marketing campaigns, and product development. Prior to that investment, Vyrao had already secured distribution across key luxury markets in the UK, US, Australia, and Japan through retail partners including Selfridges, Liberty, Saks Fifth Avenue, and Mecca.

In September 2024, private equity firm L Catterton led Vyrao's second funding round, with continued participation from Estée Lauder's venture division and Manzanita Capital. The sales process follows broader strategic activity across prestige fragrance and luxury portfolios, reminiscent of major deal shifts like LVMH's sale of historic fragrance house Patou.

Further details regarding the buyer and financial terms of the potential transaction have yet to be disclosed.