Something to Love: The Summer Fragrance for Woo Woo Cool Girls
One good thing to shop this week.
Welcome to Something to Love.
I want to create a space in the newsletter for those special products we really love — the discoveries that warrant their own moment, the stuff that I don’t want to be buried in a list because I don’t want you to miss it.
I can’t think of a better way to launch this series than with my own most recent addiction. (I use that word intentionally because I want to huff it.) A pitch-perfect encapsulation of summer in a bottle: Vyrao’s I Am Verdant perfume.
It’s like a walk in nature after a summer storm. It’s being barefoot in the grass. It’s fresh, it’s dewy, it’s green and bright and floral. It’s as light as a summer day while still enveloping you in warmth. Bonus, it looks dead-ass chic on your dresser.
Vyrao’s approach to brand is informed by fashion, an industry where Founder Yasmin Sewell cut her teeth as a creative director. It’s no mistake that the brand communicates so strongly. She has “helped direct the ambition, atmosphere, and product offering at Browns, Chloe, Mulberry, Shinsegae South Korea, Farfetch, and Liberty. Yasmin has also championed many designers in her career including Acne, The Row, Christopher Kane, Roksanda, and J.W. Anderson whom she convinced to shift his main focus from men’s to women’s clothing.”
Running alongside her career, she is a lifelong advocate for personal self-care, well-being, and energetic connection. She is trained in Integrative Quantum Medicine™ and Reiki. Her passion for wellness and energetic medicine led her into the beauty realm, and she eventually created Vyrao.
In short: she’s witchy, and she wants you to get on her woo-woo level, baby.
“My aha moment came in 2019 when I realized energy needed to be the source of my brand,” says Yasmin. “Channelling it came first, what it’s channeled into came second. So we started with fragrance.”
A scent is a potent tool for well-being. Our sense of smell is processed by the same part of the brain where memories are made. Vyrao weaves the highest vibration into each scent, triggering fond memories. With every spritz, a flood of good feelings. Fragrance is powerful that way, isn’t it? It transports you!
Vyrao is the world’s first well-being brand to fuse energetic healing with master perfumery, which feels special to me. But even if woo-woo isn’t for you, the fragrances are beautiful, inviting, and complex — certainly worthy of your vanity no matter where you land on the magic potion spectrum.
“I’m always surprised how people will say ‘I was so stressed last week, now I have a cold, my glands are up,” Yasmin says. “But they never say ‘I had the most joyous week. I laughed the whole time and now I feel really well.’ But it’s totally true. The positive has more impact than the negative.”
And that’s why I think it’s Something to Love.