The Estée Lauder Company took a minority stake in Vyrao, a British fragrance start-up, through New Incubation Ventures, its early-stage venture and incubation arm.
WHO: Vyrao was founded in 2021 by founder Yasmin Sewell, who spent many years working in the fashion industry as a buyer and creative director before her passion for wellness and energetic medicine led her to launch the brand. The assortment comprises six unisex fragrances with the added benefit of “energetic healing.” Each bottle contains a Herkimer diamond crystal, a type of quartz that clears the body’s chakras allowing spiritual energy to flow. The original fragrances were developed with British perfumer Lyn Harris. The sixth scent was developed in collaboration with International Flavors and Fragrance’s Science of Wellness Program, which studies brain activity and corresponding emotions attributed to scent. The brand is currently sold at Selfridges, Liberty, Saks, Violet Grey, and Mecca.
New Incubation Ventures is the venture and incubation arm of The Estée Lauder Company, partnering with forward-thinking founders to create, fund, and support the best-emerging beauty brands globally. The team confirmed investments in Vyrao, Haeckels, and Faculty.
WHY: The investment will be used to amplify Vyrao’s marketing and advertising while supporting US, Australia, and Japan retailers and the lunch of a new fragrance slated for May.
IN THEIR OWN WORDS: Shana Randhava, Senior Vice President, New Incubation Ventures, said that Sewell’s “ability to reimagine the convergence of luxury, wellness and fragrance is expanding our understanding of the functional benefits of the category. We’re excited to join her on the journey of defining what health and well-being looks like as it relates to today’s consumer’s connection with beauty.”
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