Key Takeaways:

• UK niche fragrance brand Vyrao founded by Yasmin Sewell has a new owner.
• Tresalis is a new beauty platform backed by German family office Athos.
• Vyrao positions itself at the intersection of fine fragrance and emotional well-being.

BeautyMatter 2025 FUTURE50 Brand Vyrao has new ownership.

WHO: Founded by former fashion executive Yasmin Sewell, Vyrao began development in 2019 and launched in 2021. Sewell drew on her background in fashion buying and creative roles, along with her interest in holistic well-being, to establish a fragrance business centered on the relationship between scent and mood. Sewell sought to bring a brand to life that embodied the vision that joy and wellness are the new luxury. Vyrao’s new genre of mood-boosting fragrances brings a multidimensional approach to well-being. Its product range has since expanded beyond eau de parfum to include incense and scented candles, giving the brand a presence in home fragrance as well as fine fragrance. The brand has approximately 300 points of distribution in 20 countries through a network of luxury retailers, premium digital shops, specialty stores, and niche perfumeries.

Athos KG is the single-family office of Thomas and Andreas Strüngmann, established in 2006, and manages its investment activities in the European private equity market.

Tresalis is a new beauty platform backed by German family office and Miami-based entrepreneur Dr. Fernando Tamez as its founding partner.

WHY: Athos has a wide network in the Middle East, Latin America, and Asia, and will bring operational rigor and bolster the business’s scientific credentials.

IN THEIR OWN WORDS: Vyrao founder Yasmin Sewell told BoF that she had...