On March 27th, the UK fragrance brand Vyrao announced on their official Instagram that New Incubation Ventures (NIV), the early-stage strategic investment and incubation division of Estée Lauder, has acquired a minority stake in the brand.
In their Instagram post, Vyrao’s founder stated that they created the brand two years ago because they believed that scents could alter perception, uplift mood, and amplify energy. After rapid growth and strong customer support, they are now excited to announce that Estée Lauder has made a minority investment in the brand.
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