Launched: 2021
Key Executives:
2025 Full Year Expected Revenue Range: <$10 million
2025 Projected Offline Distribution Points: 300
Primary Category: Fragrance
Key Markets: United States, United Kingdom, Australia
Retail Partnerships: SpaceNK, Liberty, Blue Mercury, Mecca
Primary Distribution Channel: We are equally split between wholesale distribution and e-commerce
Other Distribution Channels: Boutique, Department Store, DTC, Third-Party E-Commerce, Professional
Funding Rounds: Venture Capital
Notable Investors: L Catterton/Elevate Beauty, Estée Lauder, Manzanita Capital
Notable Advisors / Board Members:
Board Member: Cori Aleardi, L Catterton/Elevate
Beauty Advisors: Shana Randhava, Estée Lauder/Ventures Group; Moj Mohandra, Kinship Ventures
I’ve studied and trained in many forms of holistic and energetic well-being. Working with energy and channeling that energy was the sole inspiration for Vyrao; I incorporate this in every element of what we do. We look at wellness through the lens of emotional and spiritual well-being; we believe that you can transform the way you feel through the senses and that this manifests into our overall soul health. I didn't set out to create a fragrance brand. I wanted to create a brand that would alter your mood, and this is something that I felt was needed.
Insights provided by Yasmin Sewell, Founder
Key business initiatives for 2025?
Building on the foundations we have already laid, we want to continue growing brand awareness, and to focus on driving the growth of our existing retailers by further defining the retail vision and concept for the physical world and our overall customer experience. We also plan to expand our scent range and launch new products in adjacent categories.
What are you most proud of having accomplished?
Seeing how people are responding to the core intention of what the brand set out to do, as well as how the emotional benefits of our products have resonated and hearing how our scents truly make people feel. That’s what it was always about. And also, the incredible partners that have come on board throughout the journey.
What has been the biggest surprise?
I’d say that we’re at the forefront of one of the most exciting new trends in the fragrance and beauty industries; we’re pioneering a whole new segment in the fragrance space.
What fuels your competitive advantage?
I’m trained in many different forms of energetic healing, so I think that my authentic understanding of plant remedies and well-being is where that DNA comes from. The source of it was channeling good energy.
Insight on the future of the beauty industry.
Our awareness of cleaner ingredients that are better for you and the planet is growing. Clean is the future. People are starting to care more about what we’re putting on our body, not just inside our body.
What is the best piece of advice you’ve been given?
Someone once said to me, “Stay deeply grounded in the reality of your dreams.”
What is the best mistake you've ever made and what did you learn?
I guess usually the mistakes happen when you don't follow your instincts with something, and then these mistakes are usually a lesson.
What advice would you give to someone contemplating launching a beauty brand?
Create something that is authentically true to you; that you believe in. Your love and belief will truly resonate with people. You will always be better at selling something you believe in.
If you could change one thing in the beauty industry what would it be?
I’d like there to be more brands thinking about how they can benefit us and not about just the commerce itself. Also, I’d like to see more brand founders with true authenticity, doing something that’s good for people.
