Yasmin Sewell is a fashion and beauty industry tour de force. She grew up in Sydney, moved to London in her twenties, and has spent 25 years working at brands such as Farfetch, Browns, Chloe, Mulberry, Moda Operandi and Liberty, to name a few. After a long and successful career, Sewell launched her own wellness brand of five perfumes that “fuse energetic healing with master perfumery”.
Sewell is a passionate positive thinker, something she channels into her scents. Among them is I Am Verdant – a blend of bergamot, cyclamen, frankincense and orange designed for those who “live for the wild greenness and transformational thinking” – and Witchy Woo, a woody floral musk scent with extracts of iris, rose, cinnamon, frankincense and musk for “those who are unafraid to go deep and embrace the magic of energy”.
Each scent is made up of 80 per cent organic ingredients and the brand’s packaging is made of recyclable fibres. The five scents are the creations of master perfumer Lyn Harris and so-called quantum energist and healer Louise Mita adds a “supercharged” Herkimer diamond crystal to the bottles.
The brand’s website says it uses ingredients specifically chosen to “weave feelings with the highest vibration into each scent”. The latest fragrance is Georgette, named for Sewell’s grandmother, which is an all-gender rose fragrance blended with Turkish rose oil, violet leaf, sandalwood and black tobacco. It’s designed to boost love and self-love.
“My a-ha moment came in 2019 when I realised energy needed to be the source of my brand,” Sewell says on the brand’s website. “Channelling it came first, what it’s channelled into came second. So we started with fragrance.”
Vyrao is now available in Mecca stores and online across Australia.