Tresalis acquires British fragrance house Vyrao
The financial details of the acquisition have not been made public.
UK – British fragrance brand Vyrao has been acquired by Tresalis, a newly established beauty company backed by German investment firm Athos.
According to The Business of Fashion, Tresalis has yet to reveal how it intends to develop the brand under its ownership.
The transaction follows reports published in August that Vyrao was in talks with a potential buyer.
At the time, neither the prospective acquirer’s identity nor the anticipated completion date had been disclosed.
Vyrao was founded by former fashion executive Yasmin Sewell. Development began in 2019, before the brand officially launched in 2021.
Drawing on her experience in fashion buying and creative leadership, as well as her interest in holistic wellbeing, Sewell created Vyrao around the connection between fragrance and emotional states.
The brand operates at the intersection of fine fragrance and wellbeing. Its genderless eau de parfums are created in collaboration with master perfumers and designed to evoke specific moods and feelings.
Sewell said, “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 collaboration with the vision and intention of Vyrao, is so exciting. It also feels very kismet.”
Since launching, the brand has broadened its offering beyond eau de parfum to include incense and scented candles, expanding its presence into the home-fragrance category.
The company has also secured backing from several established investors.
In March 2023, Vyrao announced that New Incubation Ventures, Estée Lauder Companies’ investment arm focused on emerging brands, had acquired a minority stake in the business.
According to Vyrao, the funding would support new product development, including the potential introduction of wellness products beyond fragrance, as well as international growth and larger-scale creative campaigns.
New Incubation Ventures had previously participated in Vyrao’s 2022 seed funding round.
It later invested alongside existing backer Manzanita Capital in the company’s 2024 financing round, which was led by Elevate Beauty, the growth investment fund of L Catterton.
Tresalis’s acquisition marks a new chapter for Vyrao after five years of development under Sewell’s leadership.
However, the new owner has not yet publicly outlined its plans or strategic direction for the fragrance brand.
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