At last, I discovered a fragrance brand that aligns perfectly with my witchy-girl vibe.

      In my early days in the beauty industry, one valuable lesson I've gained is that fragrance offers much more than a pleasant aroma. To echo Miranda Priestly, that oud perfume you chose because it evokes the essence of autumn features a remarkable ingredient that has been around longer than the Roman Empire—an invaluable liquid that enriched spiritual practices and symbolized royalty. And that trendy Le Labo fragrance you're about to purchase? It includes petrichor (the captured scent of rain-drenched soil), a fragrance that transports you back to a dreary April evening at your childhood residence. Fragrance possesses a complexity that other beauty products often lack, with its origins in ancient healing customs interwoven with myths and magic. Simply put, it transcends just attractive packaging. When fragrance is crafted with care, it intends to enhance your presence, your attire, and ideally, your overall sense of well-being. This is the ethos upheld by Yasmin Sewell, a prominent figure in the Australian fashion world turned fragrance expert and founder of the neuroscience-informed fragrance line, Vyrao.

      “It revolves around energy and intention,” Sewell shares with Who What Wear. “Vyrao combines timeless ingredients and healing practices with contemporary neuroscience, utilizing the benefits of plants and flowers.” The brand aims to create beautiful products that not only appeal aesthetically and olfactorily but also provide something profound. They term these creations “neuroscents.” “Each fragrance offers a multisensory experience… They feel transformative, considered, and deeply individual,” she notes. After blending a fashion career with her interests in holistic health and spirituality, Sewell embarked on a professional transformation following 25 years in the industry. “I departed from my last fashion role in 2018, experienced personal changes, and concluded it was time to merge all my passions and knowledge into one endeavor, which became Vyrao.” If you're anything like me, some of your cherished self-care rituals include silent prayers over flickering candles, tarot readings with friends, and crystals soaking in the moonlight on your windowsill. These fragrances, crafted by the “white witch” of the perfume realm, are tailored for individuals like us. And yes, they’re delightful to smell as well.

      What is Vyrao? Recently, fragrance has surprisingly become one of the most lucrative segments of the beauty market. A June 2025 report from Circana, a consumer insights platform, reveals that perfume sales surged by 31% since 2024, with powerful formulas like eau de parfums leading the trend. While perfumery is undeniably a chemical art, what classifies a fragrance as being grounded in neuroscience? Vyrao’s chief perfumer, Meabh McCurtin, affectionately regarded as a “white witch” for her ability to perceive scents in synesthetic ways, collaborates with Sewell on selecting the notes that go into these wellness-focused elixirs. Even with her PhD in molecular science, there’s a deeper level of intelligence involved. These neuroscents are developed through a specialized program in partnership with IFF Science of Wellness, a bioscience company that applies scientific rigor to fragrance creation.

      “These neuroscientific techniques are employed to objectively and analytically assess brain activities associated with various emotional states triggered by different fragrance ingredients or the fragrance itself,” explains Céline Manetta, IFF’s global human and consumer insights innovation group lead. “We gather consumers’ conscious perceptions of emotions, analyze brain activities during the scent experience, and utilize an IFF proprietary AI tool to pinpoint the optimal ingredients or combinations of ingredients that evoke specific feelings, such as energy or relaxation,” she adds. Following this, McCurtin curates the ingredients based on her creative vision. Each full-sized Vyrao fragrance bottle contains a small, potent Herkimer diamond crystal that enhances the energy of the perfume. Below, I highlight three favorite neuroscents that inspire creativity, mindfulness, and joy—and of course, the compliments they attract.

      For Courage and Creativity: Witchy Woo

      Vyrao

      Witchy Woo Eau de Parfum

      Key notes: Moroccan orris, nutmeg, black pepper, frankincense, white musk | Ideal for: Moments of creative block, art creation, exploring museums

      “By the pricking of my thumbs, something… witchy… this way comes." Vyrao's Witchy Woo topped my list to test, with creativity, courage, enlightenment, and stress relief being the primary feelings this fragrance evokes. Friends describe it as a “moody fall scent,” while I see it as bookish and inspired by dark academia. The word that comes to mind when I inhale it is “wise.” “Each element in Witchy Woo is selected for its energetic qualities: Moroccan orris absolute fosters courage and creativity, while frankincense promotes illumination and clarity,” Sewell describes. “Together, they aim to open the mind, ignite inspiration, and encourage a sense of flow,” she adds. Throughout the weeks I've been trying this scent, I've found myself reaching