The BoF Podcast | Yasmin Sewell: Intuition Can be a Superpower in Business
In a world where data-driven decisions dominate boardrooms and market analysis shapes strategic planning, Yasmin Sewell introduces a fresh perspective on the role of intuition in business. Following two decades of experience in the fashion industry, Sewell has transitioned from a prominent figure in retail to the founder of Vyrao, a fragrance brand that intertwines energy, intuition, and healing. At The Business of Beauty Global Forum 2025, she recounted her journey of transforming personal upheaval into a thriving enterprise, demonstrating that intuition can indeed serve as a superpower in business.
Yasmin Sewell’s career in fashion has been marked by her innovative approach and keen sense of style. She has worked with some of the biggest names in the industry, yet it was her own life experiences that would ultimately lead her to create Vyrao. The journey began during a tumultuous period of her life. Sewell faced significant personal challenges that prompted her to re-evaluate her priorities and the direction of her career. This introspection was not merely a response to adversity; it became the catalyst for her entrepreneurial venture.
Sewell’s vision for Vyrao was rooted in the belief that fragrance could do more than just scent the air. She aimed to create a product that resonates on a deeper, more emotional level. By harnessing the power of energy and intuition, she has crafted fragrances that are designed to evoke specific feelings and experiences, promoting healing and well-being. This philosophy reflects a growing trend in the beauty and wellness sectors, where consumers are increasingly seeking products that provide more than superficial benefits.
At The Business of Beauty Global Forum, Sewell expressed her conviction that intuition is often underestimated in the business world. She argued that while data and analytics are essential tools, they do not capture the full range of human experience. Intuition, according to Sewell, allows entrepreneurs to tap into their instincts, making decisions that may not always make sense on paper but resonate on a personal level. This approach aligns with the broader shift towards authenticity in branding, where consumers value the emotional connection with a product or brand.
Sewell’s insights resonate particularly well in today’s retail landscape, which is characterized by rapid changes and increasing consumer expectations. Businesses are challenged to stay relevant and meaningful amidst a growing demand for transparency and purpose. In this context, intuition can be a guiding force, helping entrepreneurs navigate uncertainty and forge genuine connections with their audience.
For instance, consider how many successful brands have emerged from the founders’ personal experiences. TOMS Shoes, for example, was born out of Blake Mycoskie’s travels in Argentina, where he witnessed the struggles of children without shoes. By following his intuition to create a socially conscious business, Mycoskie not only filled a market gap but also established a compelling narrative that resonated with consumers. Similarly, Sewell’s Vyrao is not just a fragrance line; it is a reflection of her journey, a product of her life experiences, and an embodiment of her values.
Moreover, the rise of wellness culture has opened new avenues for businesses that prioritize emotional connection. Consumers are increasingly drawn to brands that promote mental and emotional health, and Sewell’s work with Vyrao is a prime example of this trend. By positioning her fragrances as tools for healing and personal growth, she has tapped into a burgeoning market while maintaining a personal touch that sets her brand apart.
In practice, utilizing intuition in business can manifest in various ways. It may involve trusting one’s gut feeling when launching a new product, responding to consumer feedback with flexibility, or pivoting a brand strategy based on personal insights. For many entrepreneurs, this intuitive approach often leads to more authentic and meaningful engagements with their audience, fostering loyalty and trust.
Furthermore, Sewell’s journey emphasizes the importance of resilience in entrepreneurship. The ability to transform personal upheaval into a business opportunity demonstrates a powerful narrative that can inspire others. Resilience paired with intuition can help entrepreneurs navigate the complexities of launching a new venture, especially in an industry as dynamic as beauty and wellness.
In conclusion, Yasmin Sewell’s story illustrates how intuition can serve as a superpower in business. By integrating personal experiences and emotional intelligence into her entrepreneurial journey, she has created a fragrance brand that resonates deeply with consumers. As businesses continue to evolve in response to changing consumer expectations, embracing intuition could be the key to fostering authentic connections and driving success in the marketplace. As Sewell’s journey shows, sometimes the most powerful insights come not from data but from within.
business, retail, intuition, entrepreneurship, wellness