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

      In my nascent beauty career, I've come to realize that fragrance encompasses much more than just pleasant aromas. To borrow a line from Miranda Priestly, that oud scent you opted for because it “evokes fall” holds a remarkable ingredient that has existed for over a millennium, predating the Roman Empire—an invaluable liquid that has enriched religious rituals and signified royalty. And that trendy Le Labo fragrance you're considering? It features petrichor, the essence of rain-drenched earth, a scent that transports you back to a dreary April evening in your childhood home. Fragrance possesses a complexity that other beauty products rarely approach, derived from ancient healing practices intertwined with folklore and magic. Simply put, it goes beyond stylish packaging. When crafted thoughtfully, fragrance aims to enhance your presence, your attire, and ideally, your deeper sense of well-being. This philosophy is embraced by Yasmin Sewell, an Australian fashion industry expert turned fragrance aficionado and founder of the neuroscience-informed fragrance brand, Vyrao.

      “It’s all about energy and intention,” Sewell shares with Who What Wear. “Vyrao combines traditional ingredients and healing practices with contemporary neuroscience, tapping into the power of plants and flowers.” The motto of the brand is to create beautiful products that not only look and smell exquisite but also resonate on a deeper level. They call them “neuroscents.” “Each fragrance is a multisensory journey. … They are transformative, intentional, and profoundly personal,” she notes. After balancing a fashion career with her passions for holistic health and spirituality for 25 years, Sewell underwent a professional transformation in 2018. “I left my last fashion role, faced personal changes, and resolved to channel everything I cherish and know into one venture, which became Vyrao.” If you’re like me, some of your preferred self-care rituals include soft prayers over lit candles, tarot readings with friends, and crystals soaking in moonlight on your windowsill. These fragrances, crafted by a "white witch" of the perfume realm, are designed for people like us. Plus, they smell fantastic.

      What is Vyrao?

      Fragrance has distinctly become one of the most lucrative beauty sectors in recent years. A June 2025 article from the consumer insights platform Circana reported a 31% rise in perfume sales since 2024, with powerful formulations like eau de parfum leading this surge. While creating perfume is certainly a chemical endeavor, what precisely makes a fragrance neuroscience-based?

      Vyrao's chief perfumer, Meabh McCurtin, is affectionately dubbed a "white witch" in her field due to her scent synesthesia. She collaborates with Sewell to determine which notes are used in these wellness-oriented elixirs. However, even with her PhD in molecular science, there’s a grander intelligence framework involved. These neuroscents are developed through a specialized program with IFF Science of Wellness, a bioscience innovation firm that applies scientific principles to fragrance.

      “These neuroscience techniques are utilized to objectively and scientifically assess brain responses connected to various emotional states induced by specific fragrance components or the overall scent,” explains Céline Manetta, IFF’s global Human and Consumer Insights Innovation Group leader. “In this initiative, we gather consumers' conscious emotional perceptions, track brain activity in response to fragrances, and employ an IFF proprietary AI tool to identify the optimal ingredients or combinations that evoke specific emotions like energy or relaxation,” she elaborates. Following this, McCurtin curates the ingredients based on her creative vision.

      Each full-sized bottle of Vyrao fragrances contains a small, energized Herkimer diamond crystal floating within the blend, enhancing the essence of your perfume. Below are three neuroscents I selected for creativity, mindfulness, and joy—along with the compliments they garnered.

      For Courage and Creativity: Witchy Woo

      Vyrao

      Witchy Woo Eau de Parfum

      Key notes: Moroccan orris, nutmeg, black pepper, frankincense, white musk | When to wear: When inspiration is lacking, the canvas needs filling, and museum halls beckon

      By the pricking of my thumbs, something… witchy… this way comes. Vyrao’s Witchy Woo was the first scent on my list to explore, with creativity, courage, enlightenment, and stress relief being the most prominent feelings highlighted in this bottle. My friends described it as a “moody fall scent,” while I perceive it as a fragrance inspired by bookish dark academia. In fact, the word that comes to mind when I inhale this scent is “wise.” “Each ingredient in Witchy Woo is selected for its energetic properties: Moroccan orris absolute fosters courage and creativity, while frankincense promotes illumination and clarity,” Sewell explains. “Together, they work to expand the mind, ignite inspiration, and usher in a sense of opportunity and flow,” she adds. Throughout the weeks of testing this fragrance, I reached for it not so much during my own creative