The BoF Podcast | Yasmin Sewell: Intuition Can be a Superpower in Business
In an industry often driven by data, market trends, and consumer behavior, Yasmin Sewell’s perspective on the role of intuition in business stands out. With over two decades of experience in the fashion sector, Sewell has transitioned from a seasoned industry expert to the founder of Vyrao, a fragrance brand that embodies her belief in energy, intuition, and healing. At The Business of Beauty Global Forum 2025, she offered insights into how personal upheaval can be transformed into a powerful business narrative.
Sewell’s journey into the world of business is a testament to the idea that personal experiences can serve as a catalyst for entrepreneurial success. After facing a significant personal challenge, she decided to harness the energy of her experiences and create something meaningful. This is not merely a story of entrepreneurship; it is a narrative of empowerment and the belief that intuition can guide decision-making in profound ways.
Vyrao stands as a reflection of Sewell’s values. The brand is not just about creating fragrances; it is about infusing each product with an essence that resonates with individuals on a deeper level. By focusing on energy and healing, Vyrao appeals to consumers looking for more than just a scent; it offers an experience that aligns with their personal beliefs and emotional states. This unique approach is what sets Vyrao apart in a crowded market.
Sewell’s insights during the Global Forum highlighted the importance of authenticity in business. In an era where consumers are increasingly drawn to brands that resonate with their personal values, Vyrao positions itself as not just a fragrance line but as a lifestyle choice. By sharing her personal story and the wisdom she gained through her struggles, Sewell has created a brand that connects with its audience on a human level. This connection, fueled by intuition, is something that traditional market research often overlooks.
The fashion industry has long been characterized by its fast-paced nature and relentless pursuit of the next big trend. However, Sewell’s emphasis on intuition challenges this notion. She argues that while data and analytics are important, they should not overshadow the gut feelings and insights that come from personal experiences. This approach encourages business leaders to tap into their instincts, allowing creativity and innovation to flourish.
An example of how intuition can manifest in business decisions can be seen in Vyrao’s product development. Rather than relying solely on consumer research, Sewell often draws from her own feelings and experiences to guide the creation of new fragrances. This method not only makes the products authentic but also allows for a unique narrative that resonates with consumers. When individuals feel connected to a brand, they are more likely to become loyal customers.
Moreover, the healing aspect of Vyrao’s fragrances is another layer that appeals to consumers in today’s market. As mental health and well-being become increasingly prioritized in society, a brand that promotes healing through scent is timely. Sewell’s intuitive understanding of this trend, paired with her personal experiences, positions Vyrao to meet the demands of a changing consumer landscape.
Sewell also touched upon the importance of community in her journey. Building a brand that aligns with personal values often leads to the creation of a community of like-minded individuals. By fostering this sense of belonging, Vyrao not only sells products but also cultivates a space where consumers can share their experiences and healing journeys. This community aspect is vital in establishing brand loyalty and enhancing consumer engagement.
In conclusion, Yasmin Sewell’s approach to business serves as a reminder that intuition can be a powerful tool in navigating the complexities of the retail landscape. Through her work with Vyrao, she illustrates how personal experiences can inform and shape a brand’s identity. By prioritizing authenticity, community, and the healing potential of products, Sewell has carved out a niche that resonates with consumers seeking more than just a transaction. In a world dominated by data-driven decisions, her story is a compelling argument for why intuition should not be overlooked.
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