Scents of Emotion

“The fragrances are designed as playful mood boosters, a way of integrating positive energy into everyday life,” says Yasmin, who, alongside a 24-year career rich in design, has studied forms of energetic healing, including reiki and integrative quantum medicine. “Scent is emotional. It evokes powerful feelings, and vivid memories, energises the spirit and awakens the mind.”

There are now ten genderless parfums, plus incense and scented candle variants made in collaboration with master perfumers. The scents are conceived to shift your mood in subtle ways. And each has a potent, playful name: Witchy Woo, I am Verdant and Magnetic 70 were stars in the launch collection in 2021 and developed with perfumer Lyn Harris and quantum energetic practitioner Louise Mita. The Sixth, Sun Rae and Mamajuju, created with International Flavors & Fragrances, Sewell dubs the ‘neuroscents’ as they are developed to increase mindfulness, joy,and groundedness respectively. Indeed, Sun Rae was voted Best New Independent Fragrance at the 24 Fragrance Foundation UK Awards. And there’s more than the ‘jus’ - each recyclable refillable glass flacon contains a naturally sourced, energetically-charged Herkimer diamond crystal, believed to help clear energy blocks.

“For me, wellbeing is about how we amplify our energetic, spiritual and emotional health and I am a big believer in healing through the senses,” says Yasmin. Her piece of woo-woo is doing rather well, attracting a significant minority investment from L Catterton, the LVMH-backed private equity firm in September 2024. The prestige perfume sector is booming with makers recognising that we like to create a wardrobe of scents to enhance our different moods. One of life’s little pleasures.