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Beauty Trends


Verity Douglas
Writer and expert28 days ago
View Verity Douglas's profile
A wide shot of a blurred silhouette of a hand holding a bottle of Vyrao fragrance with a yellow background and blue shadows.

Unless you’ve been living under a standing stone, you can’t have failed to notice that we've lately gained an appetite for all things other-worldly. We’re increasingly keen to suspend disbelief and indulge in the cosmic, the mystical and the folkloric on our quest for contentment; placing our faith in intangible powers. From subscribing to star signs to having our palms read, we’re looking for new (age) ways to influence our wellbeing and quell the overwhelm.


For the last few years, we’ve talked about the changing face of beauty as its scope evolves beyond a means of ‘looking better’ into something more encompassing, with products that straddle the lines between physical, mental and emotional health. We're looking for products that work overtime for their coveted space in our self care routines – or should we say, rituals – and are witnessing the industry explore the metaphysical. Brands like The Nue Co. and Vyrao have harnessed scent’s powerful, mood-altering properties to help us feel more focused, energised or centred, with Vyrao’s bottles laced with crystals to influence our energy (the brand’s founder, Yasmin Sewell, is a trained Reiki Master).

“I think people’s understanding of our wellbeing is much broader now. People accept that it’s more than just diet and exercise – the rituals we practice to support our emotional wellbeing are equally important.” says Yasmin, who positions Vyrao as a wellness brand, first and foremost. “When I created Vyrao, I was inspired to channel good energy into a product that helped alter your mood and emotion. Through shifting our emotions I believe we can feel better – physically, as well as mentally.”

This desire for connectivity – both within ourselves and as part of something ‘bigger’ - has led to a renewed appreciation for the elements and the awe-inspiring expanse and longevity of Earth and the Solar System; it helps us to contextualise our worries and feel galvanised to thrive in adverse times. In a world that’s increasingly polarised, we’re seeking comfort in constancy, which is why we’ve seen a rise in ancient symbolism, indigenous practices, cosmic influences and alternative therapies throughout the beauty space. Think: products that conjure the feel of the sun on our skin; that simulate the serenity of the sea, or encourage ‘taking time’ to align your mind, body and spirit.

Practices like forest- and nature-bathing are becoming more mainstream as people ‘unplug’ and immerse themselves in their surroundings, and with the summer solstice marking the mid-point of the year, many of us will be taking a moment to pause and reflect before setting intentions and goals. “I do believe that words and thoughts have energy, and that reminding yourself to feel protected, liberated, creative – all the positive emotions that we channel into our scents at Vyrao – really help you feel a little better every day.” says Yasmin, who’s a firm believer in the power of intention-setting: “Every one of our fragrances comes with an intention and an affirmation that one can say when they spray.”

A close up of a still life image of a multi-wick Vyrao candle burning with a haze of orange smoke against a dusky blue background


So, what if you’re new to the ‘spiritual thing’ and are open to dipping your toes into fresh, metaphysical waters? We asked Yasmin to share her advice for those keen to adopt an enlightened approach to their beauty routines – and their lifestyles in general. “The first thing to do is to tune into what you’re thinking and feeling – that is what gives us awareness of ourselves and is really what ‘consciousness’ is. The awareness you have is the first step and once you tune in to that deeper feeling, the process is a little easier. Ask yourself, ‘do I feel frightened? Anxious? Worried?’ These feelings are quite often lurking underneath and once we realise that they’re there we can choose the ‘right’ ritual to clear them. Of course, I hope that spraying a Vyrao scent is one simple tool to do that, but there are many other holistic practices that may resonate. It doesn’t have to be a big life change, it can be as simple as breathing, bathing or spraying.”

Whether it’s taking five minutes to journal, promising to spend more time outdoors or practicing manifestation, the solstice is the perfect time to hit the 'reset' button. Easier said than done, right? But there are swathes of simple ways to elevate your daily rituals, from lighting some incense to finding the perfect sensorial balm to dissolve every trace of the day. Now, unleash your inner mystic (they're in there somewhere)...

Verity Douglas
Writer and expert
View Verity Douglas's profile
Cult Beauty’s Content Editor and a Cult Beauty OG, Verity loves nothing more than the marriage of language and lip balm. A quintessential Libran, she’s a self-professed magpie for luxury ‘must-haves' and always pursuing the new and the niche — from the boujee-est skin care to cutting-edge tech. Balancing an urge to stop the clock with her desire to embrace the ageing process (and set a positive example for her daughter), Verity's a retinol obsessive and will gladly share her thoughts about the time-defying gadgets, masks and treatments worth the splurge...