How Yasmin Sewell Launched the World's First Healing Perfume and Lifestyle Brand

Welcome to Second Life, a podcast spotlighting successful women who've made major career changes—and fearlessly mastered the pivot. Hosted by Hillary Kerr, co-founder and chief content officer at Who What Wear, each episode gives you a direct line to women who are game changers in their fields. Subscribe to Second Life on Apple Podcasts, Spotify, or anywhere you get your podcasts to stay tuned.

Nothing is more empowering than being in tune with the evolving energies that surround us daily. For Yasmin Sewell—the creative genius and founder of Vyrao, the world’s first-ever well-being brand to fuse energetic healing with master perfumery—it’s more than just being in tune with energies. It’s about using them to heal. With a lifelong passion for well-being and energetic connection as well as training in integrative quantum medicine and Reiki, Sewell fused her passions into a brand that could truly foster powerful emotional healing through a bespoke olfactory experience. 

Building the brand on her strong sense of instinct and vocation to create healing energy sources, Sewell launched Vyrao last year with five personal scents. Each fragrance was intentionally designed to evoke specific emotional reactions—like I Am Verdant, a perfume inspiring transformation and illumination through scents of fresh green growth, and Witchy Woo, a fragrance infused with Moroccan orris, thorny rose, nutmeg, and black pepper that encourages courage and creativity. And most recently, Sewell released The Sixth, a unisex fragrance containing 15 natural ingredients scientifically proven to
promote mindfulness made in collaboration with perfumer Meabh McCurtin, the Science of Wellness program at the IFF, and psychic advisor Katt Nicholson.

Within the first year of Vyrao’s launch, Sewell soon learned that the world needed her energy just as much as she wanted to give it. Today, Vyrao is available in 50 global retailers, including Violet Grey, Selfridges, and Saks, with a lifestyle-product expansion on the horizon. 

With Sewell’s personal and professional roots deeply planted in energy healing, it may be a surprise that she spent most of her career in the fashion industry. In her early 20s, Sewell lived in London, where she owned and operated her own boutique that sold standout items from designers like Rick Owens and Pierre Hardy. She then went on to hold positions at the UK retailer Browns as a buying director, Style.com as a fashion director, and Farfetch, where she was the vice president of style and creative.

Listen to the latest episode of Second Life to hear how Sewell was able to pivot her career into a completely different industry and how she is at the forefront of a completely new kind of wellness and beauty brand. Keep scrolling to shop some of Vyrao’s best-selling scents.

Next: Meet Lele Sadoughi: The Designer & Founder Behind the Beloved Accessory Brand