Vyrao

We’re pleased to have supported on the sale of international fragrance brand to a newly established consumer health and wellbeing platform.

Yasmin Sewell, a renowned fashion and creative director, founded Vyrao in London back in 2021. It develops neuroscents, made using clean ingredients informed by neuroscience research, aimed at improving emotional wellbeing. Over time its product range has also expanded beyond fragrance into candles, incense, and cream scents and is stocked by leading retailers across the globe including Harvey Nichols, Liberty’s and Mecca.

Vyrao has now been acquired by Tresalis, a new beauty platform led by ATHOS, a Munich-based family office, to acquire and build consumer health and wellness brands. Existing investors including but not limited to Elevate Beauty and Manzanita Capital remain equity partners in Vyrao following the transaction.

This marks its first acquisition as it supports Vyrao with greater operational capabilities and a global network that spans multiple continents. The deal will see Vyrao retain its unique brand identity while founder Yasmin will also continue to lead its creative and strategic direction as chief brand officer.

Our Corporate Finance team acted as advisers to Vyrao on this sale. We prepared the business for market before then leading on commercial negotiations with Tresalis, managing the process through to completion.

Victoria Kisseleva, Partner at FRP Corporate Finance, said: “Vyrao is a brand that’s demonstrated an ability to scale internationally over the years and develop strong customer loyalty. In a market where buyers are being far more selective, it is factors like these which are crucial in attracting interest from investors.

“This deal will now give Yasmin and the team access to greater expertise and resources as they look to build on the success they’ve already had. I look forward to seeing how Vyrao continues to develop in the future.”

Yasmin Sewell, Founder and Chief Brand Officer at Vyrao, added: “I created Vyrao with the sole purpose of elevating our mood and energy – the brand was always about our well-being with fragrance as the first medium. To be on this new journey now with such brilliant partners, and to be the first on a new platform that’s in complete synergy with the vision and intention of Vyrao is so exciting.

“I’m grateful to Victoria and Alex for their support on this transaction. Their advice commitment and belief in the brand was invaluable throughout the process and played a key role in getting this deal over the line.”