On the brand's official website, Vyrao lists the various fragrance ingredients and their effects in detail. Yasmin points out, "I use up all my perfumes because they are made with natural formulas, and I even mix them on the same day." She explains, "Using these perfumes together can alleviate anxiety, enhance focus, and restore the balance of the nervous system."
Industry giants help expand international influence
When L Catterton chooses to invest in brands, they always prefer those with long-lasting vitality rather than hype-driven ones. This philosophy aligns with Yasmin's brand vision. She recalls that in the first six months after the brand's launch, despite some setbacks, she gradually found that customers who bought sample sets would return to purchase more products. This discovery became her most valuable marketing tool and strengthened her confidence in the brand's future development.
New Incubation Ventures Senior Vice President at Estée Lauder, Shana Randhava, holds high expectations for Vyrao's future. She notes that Yasmin's unique vision in blending luxury, wellness, and fragrance makes Vyrao an outstanding brand in the industry. She believes that using Vyrao products will further enhance the connection between wellness and beauty.
The niche fragrance industry is not short of rising stars. Small brands like DedCool, Perfumehead, and Phlur are continuously entering this fast-growing market, while some large companies are also striving to improve their products to attract customers willing to spend a high amount for a complete fragrance set. According to market research company Circana, perfumes became the fastest-growing premium beauty category in the first half of 2023, with U.S. market sales up 12% compared to the same period last year.
Despite growth, fragrance brands still face challenges. Their success hinges on whether they can secure a prime spot at the fragrance counters of well-known department stores to compete with other rivals. With new funds infused, Vyrao plans to further expand its international influence and enhance brand awareness.
Despite fierce market competition, Vyrao is confident in expanding its market share with unique product positioning and superior quality. The brand will continue to strengthen digital marketing and wholesale business to achieve greater success in the U.S. market. A well-managed DTC business is also crucial for protecting profits and controlling brand image. Yasmin states that currently, about 40% of Vyrao's sales come from its e-commerce site.
With her retail background, Yasmin deeply understands the importance of enhancing brand awareness in physical stores. She stated: "I never wanted to be just a DTC brand." Currently, Vyrao has made some progress in the wholesale channel, establishing close partnerships with well-known retailers such as Mecca in Australia, Saks in the United States, and Liberty in the United Kingdom, further expanding its market influence.
Looking forward, Vyrao will focus on enhancing customer loyalty to ensure they continue purchasing the brand's products.
At the same time, the brand will actively seek opportunities to collaborate with more well-known retailers to further expand its market influence.
Supported by investment institutions like L Catterton, Vyrao is expected to become a rising star in the perfume industry, bringing consumers a higher quality and healthier fragrance experience.