Fragrance brand Vyrao lands minority investment from Estée Lauder

By Amanda Pauley | Published: 28-Mar-2023

The beauty conglomerate’s incubation arm, New Incubation Ventures, has claimed a stake in the British perfume company

Estée Lauder Companies' (ELC) start-up incubation arm is investing in Vyrao, a crystal-infused fragrance brand. 

The British brand, which fuses “energetic healing with master perfumery”, is working with New Incubation Ventures after two years of rapid growth.

The funding will be used to boost the company's marketing and advertising campaigns, as well as supporting its retailers in the US, Australia and Japan. 

A new fragrance is also expected to launch in May. 

Vyrao offers unisex fragrances that each contain a Herkimer diamond crystal, which is said to clear the body’s chakras and allow for spiritual energy to flow.

The indie brand made its debut at London department store Selfridges in 2021 and now boasts global stockists including Saks Fifth Avenue, Liberty London, Browns and Mecca.

“At Vyrao, we want to keep innovating by creating products that go beyond traditional wellness and fragrance, but can support our spiritual and mental wellbeing,” wrote founder Yasmin Sewell on Instagram. 

“To have Estee Lauder’s belief and guidance is a huge validation for me personally and an honour.” 

A spokesperson for New Incubation Ventures commented: “We are excited to join Yasmin on the journey of defining what health and wellness look like as it relates to today’s consumer.” 

ELC’s incubation arm partners with new and up-and-coming founders to create, fund and support emerging beauty brands globally. 

The company took a minority stake in British sustainable skin, hair and body care brand Haeckels last month.

The funding is enabling Haeckels to fund its new skin care line, Indian Ocean Collection, and increase its production to keep up with demand.

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