When Yasmin Sewell launched fragrance brand Vyrao in 2021, she wasn’t sure it would find a wide audience. All of its seven scents promise a particular type of “energy amplification”, with a crystal inside the bottle charged by the brand’s “master energist” Louise Mita. “I was worried it would alienate too many people who were just not into the subject, even though I had the sense the world was shifting,” recalls Sewell.

That doubt has faded in the face of growing consumer interest and a wave of entrants to the spiritual fragrance market.

— Read more in Is spirituality fragrance’s next gold mine? at Vogue Business.