Vyrao acquired by Tresalis after five years
British fragrance brand Vyrao, founded by former fashion executive Yasmin Sewell, has been acquired by the new beauty platform Tresalis.
Vyrao has been acquired by Tresalis, a recently established beauty business backed by German investment firm Athos. The British fragrance brand, founded five years ago by former fashion executive Yasmin Sewell, positions itself at the intersection of fine fragrance and emotional well-being.
Sewell drew on her background in fashion buying, creative roles, and an interest in holistic wellbeing to build the brand. Vyrao is centred on the relationship between scent and mood. It offers genderless eau de parfums developed with master perfumers, designed to evoke particular moods using ingredients selected for both scent profiles and associations with wellbeing. Yasmin Sewell said: "I truly believe that joy is the new luxury, so I decided to bottle it."
Product expansion and distribution
Vyrao's product range has expanded beyond eau de parfum to include incense and scented candles. This gives the brand a presence in home fragrance as well as fine fragrance.
The brand now has approximately 300 points of distribution spanning 20 countries. Its network includes luxury retailers, premium digital shops, specialty stores, and niche perfumeries.
Funding history and investor involvement
Vyrao received early backing from Manzanita Capital and Estée Lauder’s New Incubation Ventures. In March 2023, Estée Lauder Companies’ New Incubation Ventures took a minority stake in the brand, having previously participated in Vyrao’s 2022 seed round.
That 2023 investment was intended to support product development, including potential wellness products beyond fragrance. New Incubation Ventures later invested alongside existing backer Manzanita Capital in a 2024 funding round. The 2024 round was led by Elevate Beauty, L Catterton’s growth investment fund.
The Tresalis acquisition
Vyrao was acquired by Tresalis, a new beauty platform. Tresalis is backed by the German family office Athos and Miami-based entrepreneur Dr. Fernando Tamez, who is a founding partner. The financial terms of the transaction have not been disclosed.
Athos will bring operational rigor to Vyrao and bolster its scientific credentials. The new owner Tresalis has yet to publicly detail its strategy for the brand.
Athos background and broader connections
Tresalis is backed by Athos KG, a German family office established in 2006. Athos KG is managed by Thomas and Andreas Strüngmann and manages investment activities in the European private equity market.
The firm has a wide network in the Middle East and Latin America. Tresalis has not yet outlined its plans for developing the brand.
