LONDON — Having spent a life in trend working with retailers equivalent to Browns, Barneys and Farfetch, manufacturers together with JW Anderson and Christopher Kane, and even designing her personal collections, Yasmin Sewell is transferring onward — and inward — into the world of wellness.
She’s developed a model, Vyrao, that’s launching at Selfridges on May 20 with a sequence of 5 “excessive vibration” unisex fragrances which are true multitaskers.
Not solely do they scent good, they’re additionally meant to supercharge wearers with emotions of self-love, braveness and creativity, and bestow illumination, safety and braveness.
Sewell requested the British perfumer Lyn Harris to create the fragrances, and has additionally tapped the Honolulu-based “energist” and healer Louise Mita, founding father of The Art of Energy Inc., to add a religious, and restorative, dimension to the merchandise.
Sewell herself is a longtime believer within the therapeutic energy of the vitality, and can be educated in Reiki, and different practices.
One of the brand new Vyrao fragrances, “Free 00.”
Image Courtesy of Vyrao and artist Michael Günther
Last yr, she spearheaded a venture at Selfridges the place she requested seven trend college students from the University of Westminster to upcycle designer clothes, and “refresh the vitality” of the clothes with therapeutic strategies together with mantras, crystals and moon cycles.
While Sewell could also be again at Selfridges, that is most undoubtedly not a trend venture. With the 5 fragrances in hand and a mission to assist steadiness folks’s chakras, Sewell plans to launch candles, incense and different wellness merchandise for the physique and residential.
“Scent is such a strong software for therapeutic and well-being,” stated Sewell who was fascinated by making a luxurious product that would deal with folks’s emotional, and bodily, well-being.
The 5 fragrances, “I Am Verdant,” “Witchy Woo,” “Magnetic 70,” “Free 00” and “Georgette,” carry acquainted notes together with Italian bergamot, orange flower absolute, juniper wooden, frankincense and Turkish rose oil, with every mix meant to impart a distinct sensation, or energy.
Unlike the standard luxurious perfume, every bottle comprises a single, naturally sourced and energetically charged Herkimer diamond. The Herkimer is a naturally faceted quartz crystal that’s stated to clear the physique’s chakras, or vitality factors, and permit for religious vitality to move.
Sewell stated the perfume formulations are 80 p.c natural and created with 88 to 89 p.c pure substances, together with natural sugar cane alcohol.
The Vyrao pop-up at Selfridges’ magnificence corridor.
Image Courtesy of Vyrao
The substances have been sourced from Robertet, the perfume and taste producer that focuses on pure, sustainable uncooked supplies. The good inexperienced packaging has been created from 100% recycled and recyclable fibers, whereas the bottles are refillable.
The 50-ml. fragrances price 135 kilos every and promote by means of the brand new Vyrao web site. They can be stocked in the principle corridor of Selfridges for 5 weeks.
Sewell stated the title Vyrao derives from the Latin verb, vireo, which suggests “I’m verdant,” or “I’m vigorous” and stated the fragrances have been designed to be “playful temper boosters,” and a method of integrating constructive vitality into on a regular basis life.
Harris, the founding father of Miller Harris who now creates fragrances and colognes at her firm Perfumer H, stated the venture impressed her as a perfumer.
“It seems like the proper time to create perfume that’s greater than an attractive scent, one which helps you join with life and your self. Honestly, I’ve by no means been briefed this manner earlier than.”
She stated Sewell “got here to my laboratory and acquired completely concerned. She advised me ‘This is what I really feel, Lyn.’ She talked about empowerment, liberation and magnetism, and I’m the fortunate one who acquired to translate her concepts.”
Sewell, who pre-launched the gathering in an enormous and plush non-public backyard in northwest London, stated that wellness, and perfume particularly, are uncharted waters for her, “nevertheless it feels proper.”
She stated that after twenty years in trend, “that is the place I would like to be and what I ought to be doing.”
She’s additionally introduced mates alongside together with her, elevating a primary spherical of cash and launching with a gaggle of founding companions and collaborators with a variety of expertise. She’s planning an even bigger fundraise subsequent yr as she brings extra merchandise to market together with physique care and ingestibles.
“I would like to construct a New Age enterprise with New Age ideas, entrusting duty and authority throughout the workforce,” stated Sewell.
