Yesterday, according to BOF, L Catterton has expanded its portfolio of fragrance brands with a new investment in Vyrao, a British perfume company. Supported by LVMH, the investment firm led the latest funding round through its Elevate Beauty branch.
While the financial terms were not disclosed, other participants in the round included Manzanita Capital, owned by the Fisher family (founders of Gap), and New Incubation Ventures, the investment arm of Estée Lauder Companies, which had already participated in Vyrao’s first funding round in 2023.
Vyrao was founded by Yasmin Sewell in 2021. Before creating Vyrao, she had extensive experience in the fashion industry, working for 25 years with brands such as Chloe and Mulberry. Notably, she was also one of the earliest supporters of Christopher Kane and JW Anderson’s women’s collections.
Vyrao’s perfumes are priced at around £120 for 30ml. In addition to selling on its official website, the brand is also available through various multi-brand retailers, such as the globally renowned department stores Selfridges, Liberty, Saks, Violet Grey, Mecca in Australia, and United Arrows in Japan.
Elevate Beauty stated that the company will leverage its brand-building expertise to collaborate with Vyrao, further supporting the brand’s global development and increasing consumer awareness. This strategic funding will be used to expand Vyrao’s broad range of innovative channels, utilizing “science-backed ingredients with neurological effects.” The brand is focused on international growth, particularly in the United States, and plans to launch a new franchise perfume in the fourth quarter of 2024.
