In episode 156 of the Glow Journal podcast, host Gemma Dimond talks to the founder of Vyrao, Yasmin Sewell.
Very few people have had the impact on the fashion industry, and subsequently beauty, that Yasmin Sewell has had.
A 25 year long career in fashion saw Yasmin hold some of the industry’s most influential roles, globally, across the likes of Farfetch, Style.com, Browns, and Liberty, making her present for some of the largest historical shifts we’ve seen in the ways people discover, consume, and access fashion.
In 2021 Yasmin launched Vyrao, an energy-led fine fragrance house, the first globally to fuse energetic healing with master perfumery and neuroscience.
What fascinates me most about Yasmin’s career is that she’s always worked right at the intersection of taste and commerce. There are, sincerely, few people on earth as revered for their taste as Yasmin is (she’s built her career on it), and her strength really lies in creating worlds that consumers want to buy into, rather than simply moving product. In her words, “the fashion came second to the feeling.” That in mind, my big question for her today was how has she managed to preserve intuition when working at that scale?
In this conversation, recorded at Soho’s Laughing Around Studios, Yasmin shares why she feels joy is the ultimate luxury in 2026, how she’s infused sexual energy into Vyrao’s two most recent perfume launches, and what she thinks people are actually searching for when they buy a fragrance.
Read more at glowjournal.com
Follow Vyrao on Instagram @vyraoworld
Stay up to date with Gemma on Instagram at @gemdimond and @glow.journal, or get in touch at hello@gemkwatts.com
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