Vyrao, the British fragrance brand built around scent and mood, has been acquired by Tresalis, a newly formed beauty company backed by German investment firm Athos. Terms were not disclosed, and, per The Business of Fashion, Tresalis has not yet spelled out how it intends to grow the brand.
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Founded by former fashion executive Yasmin Sewell, who began developing the brand in 2019 ahead of a 2021 launch, Vyrao pitches genderless eau de parfums made with master perfumers and designed to evoke specific moods, with a range that has since widened into incense and candles.
The acquisition caps a run of institutional backing. Estée Lauder's New Incubation Ventures took a minority stake in 2023, having joined Vyrao's 2022 seed round, and later invested in the 2024 round led by L Catterton's Elevate Beauty alongside Manzanita Capital.
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