Fragrance brand Vyrao has received a significant investment from Elevate Beauty, a platform that invests in early-stage beauty brands created in partnership with L Catterton, the leading global consumer investment firm. The Estée Lauder Companies’ New Incubation Ventures group has also participated in the round. 

Leveraging its brand-building expertise, Elevate Beauty will partner with Vyrao to further support the brand’s global development and drive increased brand awareness among consumers. The strategic raise will be used to grow Vyrao’s extensive innovation pipeline utilising “scientifically backed ingredients with neurological effects”, with a new franchise fragrance slated to launch Q4 2024.