Vyrao is the London fragrance house Yasmin Sewell founded in 2021, built around mood instead of notes. I like a perfume brand that asks how you want to feel before it tells you what is in the bottle.
Vyrao Perfume: The Scents Worth Trying First
The person and purpose behind Vyrao
I will admit I usually pick a perfume by the bottle first and the smell second, so a brand that starts with a feeling caught me off guard. Yasmin Sewell spent years in fashion and creative direction before she developed Vyrao in London, and it launched in 2021 with mood at the center of every formula. Its own story centers on genderless fragrances made with master perfumers and natural ingredients, and the name traces back to the Latin vireo, a sense of green, vigorous growth.
My favorite part is the 2022 I Am Vyrao campaign, where photographer Felicity Ingram worked with British dancers, artists and designers to embody the scents, from self-love to courage and creativity. It gives invisible moods a face without suggesting one perfume can make a whole person.
Sewell is still the founder and Chief Brand Officer, which fits a brand whose identity has always been this close to her. Its strongest point of view, to me, is practical: color, mood and scent in the same conversation.
Mood before notes
The way I would shop Vyrao is to start with a feeling and let my nose make the final call. The Mini Woo: Witchy Woo Eau De Parfum carries the courage-and-creativity idea in a small 30ml bottle. Ever 11 Eau De Parfum 10ml is built around confidence, and Ludeaux Eau de Parfum 10ml leans into flirtation. Sun Rae Eau de Parfum 10ml is the brighter mood, and Mini Woo: Sun Rae Eau De Parfum takes that same joy into the bigger size.
The Ember Single Wick Candle moves the ritual off the skin, and the High Five Fragrances Set means I can compare several directions before committing to one bottle. Picture her choosing a scent before coffee, not to match an outfit but to mark a shift in the day.
Test on skin and wait for the dry-down. What I would skip is any fragrance whose mood label starts to feel like pressure, because it is supposed to be a nudge, not an assignment. These are all fragrance with a small, personal job.
Keep the ritual, not the promise
The part of Vyrao I would keep is its insistence that fragrance can be personal before it is social. I imagine this shelf next to a bedside book, with a small bottle for a rushed morning and a candle for slower evenings. The feelings attached to a scent are invitations, not guarantees, so I would let a good smell be enough. Start with the format you will actually use, and let a favorite grow from there. Although I suspect the Sunny Travel Set will be the one I reach for.
