Spiritual wellness is a huge trend in fragrance right now—some of the best perfumes for women contain ingredients designed to enhance and complement practices like yoga and meditation. And one brand in particular is leading the charge—with one of my biggest style crushes at the helm.
Since my early 20s, I’ve followed the career of fashion mogul Yasmin Sewell, admiring her from afar like she was the popular girl in the school playground I would never be cool enough to hang out with. Originally hailing from Australia (following in the footsteps of other stylish Antipodean exports such as performance artist Leigh Bowery and “Lipstick Queen” Poppy King) Sewell caused a stir in the 90s fashion scene with her boutique Yasmin Cho in London’s Soho, being the first to stock labels like Rick Owens in the UK (Courtney Love regularly popped in), before leading the buying teams at Brown’s and Liberty, which saw her frequently snapped during Fashion Month. While I’ve always been drawn to beauty over fashion, I would regularly devour street style snaps of her outfits—think sharp silhouettes, killer heels and lots of colour. So naturally my ears pricked up to hear she was pivoting to perfume back in 2021—and just like her style, her scents are a delight to behold.
