British fragrance brand Vyrao, founded by former fashion buyer Yasmin Sewell, has closed a new round of funding with LVMH-backed private equity firm L Catterton taking a significant minority investment.WHO: Vyrao was founded in 2021 by Yasmin Sewell, renowned fashion and creative director of luxury retailers Browns and Liberty and a certified expert in reiki, with extensive training in Ayurveda, flower essences, and other holistic practices. Sewell sought to bring a brand to life that embodied the vision that joy and wellness is the new luxury. Vyrao’s new genre of mood-boosting fragrances brings a multidimensional approach to well-being. The original fragrances were developed with British perfumer Lyn Harris. The brand is distributed in 20 countries through a network of luxury retailers, premium digital shops, specialty stores and niche perfumeries. Key retail partners include Saks Fifth Avenue, Goop, Bluemercury, and Violet Grey in the US as well as Mecca, Selfridges, Space NK, and Liberty in London.WHY: The new capital will be used to fuel the brand's extensive innovation pipeline utilizing scientifically researched ingredients with neurological effects (in partnership with the International Fragrance Foundation (IFF) “Science of Wellness” program), with a new franchise fragrance slated to launch Q4 2024. Elevate Beauty will partner with Vyrao to further support the brand’s global development and drive increased brand awareness among consumers.IN THEIR OWN WORDS: ”I founded Vyrao with the intention of sparking joy and boosting soul health through the senses: scent, colour, light, and image,” said Sewell.