Vyrao, the British fragrance brand, is allegedly moving towards completing a rumoured sale of the business.
The niche fragrance brand, founded by Yasmin Sewell in 2021, has allegedly moved closer to finding a buyer, according to a source close to the deal who spoke with the Business of Fashion.
The source claimed that existing investors Manzanita and Milk Makeup-owner Waldencast are reportedly in discussions about the deal.
Vyrao is known for its unisex fragrances that contain a Herkimer diamond crystal, which the brand has claimed helps clear the body’s chakras and allow for spiritual energy to flow.
The brand’s hero fragrances include Witchy Woo, an earthy and musky scent originally introduced at the brand's launch in 2021.
Cosmetics Business has contacted Vyrao for a statement.
The news around a potential sale of the business follows Estée Lauder Companies' (ELC) start-up incubation arm, New Incubation Venture, investing in Vyrao in 2023.
The funding was used to boost the company's marketing and advertising campaigns, and support its retail partners in the US, Australia and Japan.
Vyrao initially launched at UK department store Selfridges, and has since expanded with stockists including Saks Fifth Avenue, Liberty London, Browns and Mecca.
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