Lauder’s New Incubation Ventures Invests in Next Generation Fragrance Brand Vyrao

The Estée Lauder Cos. early-stage venture fund has taken a minority stake in Vyrao, a British brand offering unisex fragrances meant to heal, inspire and energize body and home.

New Incubation Ventures, the early-stage, strategic investing and incubation arm of The Estée Lauder Cos. Inc., has taken a minority stake in Vyrao, the British fragrance brand that promises far more than pleasing scents.

Each 50-ml. bottle contains a Herkimer diamond crystal, a type of quartz said to clear the body’s chakras, or energy points, and allow for spiritual energy to flow.

Vyrao’s latest scent, The Sixth, was developed in collaboration with International Flavors and Fragrance’s Science of Wellness Program, which studies brain activity and corresponding emotions attributed to various scents.

The fragrances have names such as Witchy Woo, Magnetic 70, and Free 00, and are made with plant and flower-based ingredients. They contain familiar notes including Italian bergamot, orange flower absolute, juniper wood, frankincense, and Turkish rose oil, with each blend meant to impart a different sensation or power.

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