If there\u2019s anything I\u2019ve learned in my fledgling beauty career, it\u2019s that fragrance does so much more<\/u> than just smell good. Not to pull a Miranda Priestly, but that oud perfume<\/u> you selected because it \u201csmells like fall<\/u>\u201d contains a hero ingredient that predates the Roman Empire<\/u> by more than 1000 years\u2014a good-as-gold liquid that enhanced religious rituals and evidenced royalty. Oh, and that cool-girl Le Labo scent<\/u> you\u2019re adding to your cart right now? It contains petrichor<\/u> (the bottled essence of rain-soaked earth), a scent that whisks you back to a gloomy April evening in your childhood home.<\/p>\n
You see, fragrance has depth that other beauty categories can barely wade in\u2014with roots in ancient medicinal practices that tangle with folklore and witchcraft. To put it plainly, it goes so much further than chic packaging. When fragrance is done right, it\u2019s designed with intention: to enhance your aura, your outfit, and, in the best-case scenario, your innermost sense of well-being. At least, that\u2019s the philosophy that Australian fashion industry maven-turned-fragrance connoisseur Yasmin Sewell<\/u>, founder of the neuroscience-backed fragrance brand, Vyrao, abides by.<\/p>\n \u201cIt\u2019s all about energy and intention,\u201d Sewell tells Who What Wear. \u201cVyrao blends time-honoured ingredients and healing traditions with modern neuroscience, harnessing the power of plants and flowers.\u201d The brand\u2019s motto is to create beautiful things that don\u2019t just look and smell gorgeous, but deliver on something deeper. \u201cNeuroscents,\u201d they\u2019re called. \u201cEach fragrance is a multisensory experience. \u2026 They feel transformative, thoughtful, and deeply personal,\u201d she adds. Sewell balanced a career in fashion with her interests in holistic health and spirituality, which later inspired a professional overhaul after 25 years. \u201cI left my last job in fashion in 2018, went through some personal life changes, and decided it was time to channel everything I love and know into one thing, which became Vyrao.\u201d<\/p>\n