Yasmin Abdallah: Bio, Career, Rufus Sewell and Vyrao in 2026 

Yasmin Abdallah, better known professionally as Yasmin Sewell, is an Australian-Lebanese fashion figure and the founder of Vyrao. Raised in Sydney and based in London, she built a long career across British fashion retail, creative direction, and consulting before moving into wellness fragrance. Her work has included Yasmin Cho, Browns, Liberty London, Style.com, Farfetch, Moda Operandi, and Être Cécile. She was briefly married to actor Rufus Sewell in 1999, with the marriage ending in 2000. In 2021, she launched Vyrao, bringing her experience in luxury fashion, emerging designers, branding, and consumer taste into fragrance and entrepreneurship.

Who Is Yasmin Abdallah?

Yasmin Abdallah vs. Yasmin Sewell: Name and Identity

She arrived in London from Australia as Yasmin Abdallah in 1996. She later became widely known as Yasmin Sewell, the name attached to her fashion work and to Vyrao. Today, that professional identity covers her roles as a fashion director, creative consultant, entrepreneur, and fragrance founder.

Quick Facts and Verified Profile

Detail	Profile
Professional name	Yasmin Sewell
Background	Australian-Lebanese; raised in Sydney
Base	London, United Kingdom
Main fields	Fashion, creative consulting, fragrance, wellness
Known for	Browns, Liberty London, Farfetch, Vyrao
Former spouse	Rufus Sewell, 1999 to 2000
Children publicly documented	Knox and Renzo

Sewell was described as 45 in 2021, placing her around 50 in 2026. Her public profile centers on fashion leadership, entrepreneurship, family life, and the growth of Vyrao.

Early Life, Family Background, and Move to London

Childhood in Sydney and Lebanese-Australian Roots

Sewell grew up in Maroubra, a beachside part of Sydney. Her Australian-Lebanese background connected coastal life with Lebanese family culture, food, beauty, and self-expression.

Her early bond with the ocean and nature later became part of the worldview behind Vyrao. The Australian landscape also inspired the fragrance Mamajuju.

Leaving School and Moving to London

She left school in Australia at 15 and started working soon afterward. By 1996, she was in London, where one of her early fashion jobs involved window dressing at Browns.

She moved to the city at about 20. Practical retail experience, rather than university training, became the foundation of her career.

Fashion Career: From Yasmin Cho to Global Fashion Leadership

Yasmin Cho and the Soho Boutique

At 22, Sewell opened Yasmin Cho on Poland Street in Soho. The shop carried emerging designers including Rick Owens and Miguel Adrover, while its cloth packaging gave the boutique a distinctive retail identity.

The store established her as a buyer willing to back unfamiliar talent before larger retailers did.

Browns Fashion and Emerging Designer Discovery

By 2005, Sewell was working as a consultant buyer for Browns, with a brief to find new designers. She bought Christopher Kane’s work in 2006 and became associated with early support for Nicholas Kirkwood and Roksanda Ilincic.

Her buying work also helped Marios Schwab and Acne reach a wider luxury audience. Her approach favored originality, commercial potential, and a clear point of difference.

Liberty London, Style.com, Moda Operandi, and Farfetch

After Browns, Sewell moved into consultancy and creative leadership. At Liberty London, she helped shape buying and creative direction, including support for J.W. Anderson in 2009.

Her later work included Moda Operandi and a fashion-director role at Style.com under Condé Nast. In August 2017, Farfetch appointed her vice president of style and creative, extending her experience into global e-commerce and digital retail.

British Fashion Council, NewGen, and Designer Mentorship

Sewell also sat on the British Fashion Council’s NewGen committee, which supports young London designers. Her work extended into mentorship, including support for emerging fashion talent.

That role placed designer development beside her commercial work in buying, retail, and brand strategy. It also strengthened her reputation for identifying new talent within British fashion.

Fashion Businesses, Consulting, and Brand Strategy

Être Cécile

Sewell co-founded Être Cécile with fashion-industry partners including Kyle Robinson. The London label mixed sportswear with luxury fabrications and playful graphics.

Its T-shirts, sweatshirts, denim, and track pants combined British wit with Parisian references. The brand aimed for accessible luxury and everyday wear rather than formal designer dressing.

Consulting and Creative Direction

Her consultancy work linked fashion buying with creative direction, merchandising, retail strategy, and brand positioning. Those skills later carried into digital commerce through Style.com and Farfetch.

Her work covered more than product selection. It involved consumer insight, visual identity, market judgment, and decisions about how fashion brands should appear both in stores and online.

Vyrao: From Fashion to Wellness Entrepreneurship

Transition From Fashion to Wellness and Energy Work

Sewell had practiced meditation for years before turning wellness into a business. She also trained in Reiki, Ayurveda, and related holistic practices.

In 2019, she began developing the idea that became Vyrao. Scent became the main medium for a brand built around mood, intention, ritual, emotional wellbeing, and her interest in energetic medicine.

Vyrao Brand, Products, and Fragrance Concepts

Vyrao launched in 2021 as a fragrance and wellbeing brand. Its range includes perfume, candles, and incense, with scents such as Witchy Woo and I Am Verdant.

The collection also includes The Sixth, Sun Rae, and Mamajuju. Current 50ml perfumes range around £135 to £165. Earlier formulas contained high levels of natural and certified organic ingredients.

The brand connects different scents with ideas such as courage, transformation, joy, mindfulness, and grounding. Its 50ml fragrance bottles also contain a Herkimer crystal.

Perfumers, Product Development, and Creative Collaborators

Perfumer Lyn Harris worked on the original fragrance collection. Energy practitioner Louise Mita contributed to the brand’s early wellness concept.

Perfumer Meabh McCurtin later created scents including Sun Rae and Mamajuju. The Sixth used work from IFF’s Science of Wellness program, which studies links between scent ingredients and emotional responses.

Investment, Ownership, and Business Growth

Estée Lauder’s New Incubation Ventures made a minority investment in Vyrao in 2023. In 2024, L Catterton led another funding round through Elevate Beauty.

Manzanita Capital also participated in that round. Financial terms were not disclosed. The investment supported product development, geographic expansion, and growth through premium retailers including Violet Grey and Ssense.

Neuroscience, Fragrance, and Energy-Medicine Claims

Vyrao combines conventional perfumery with wellness language about energy, intention, mindfulness, and emotional states. Some newer scents use ingredient testing connected to IFF’s Science of Wellness program.

Other brand elements come from spiritual wellness practice. Reiki, Herkimer crystals, and energetic healing should not be confused with established medical treatment or clinical therapy.

Yasmin Abdallah and Rufus Sewell

Relationship, Marriage, and Divorce

Yasmin Abdallah married British actor Rufus Sewell on March 24, 1999. The marriage ended in 2000.

It was Rufus Sewell’s first marriage and remained a short part of Yasmin Sewell’s wider professional life. No reliable public account establishes a specific reason for their divorce.

Rufus Sewell’s Acting Career

Rufus Sewell was born on October 29, 1967, and trained at London’s Central School of Speech and Drama. His screen work includes Dark City and A Knight’s Tale.

Later television roles include The Man in the High Castle and Victoria. He also stars in Netflix’s The Diplomat. His acting career remains separate from Yasmin Sewell’s fashion and fragrance work.

Life After Divorce, Relationships, and Family

Kyle Robinson and Current Relationship Status

Sewell later built a life and several fashion projects with Australian entrepreneur Kyle Robinson. He ran the Paper Mache Tiger showroom and worked with her on Être Cécile.

Sewell’s more recent public profile focuses mainly on motherhood, business, creative work, and Vyrao rather than a current romantic partner.

Children and Family Life

Knox Rocket Robinson was born in late 2011. Sewell also has a younger son, Renzo.

She has discussed balancing motherhood with consultancy and business. Her London home and family life have appeared occasionally in fashion publications, but she keeps most personal details outside her professional work.

Net Worth, Income Streams, and Business Value

No verified public figure establishes Yasmin Sewell’s personal net worth. Her documented income streams include fashion buying, senior creative roles, consulting, Être Cécile, and business ownership through Vyrao.

Investment from Estée Lauder reflects outside capital placed into the company. L Catterton later invested as well. Company valuation, founder equity, career earnings, and personal wealth are different financial measures.

Personal Style and Fashion Philosophy

Sewell’s style has long mixed masculine tailoring with softer details. She has described men’s-style suits, oversized blazers, wide-leg trousers, chunky boots, and comfortable clothing as staples.

She also favors strong silhouettes and pieces that can stay in a wardrobe for years. Her public fashion appearances often show a preference for mixing masculine and feminine elements rather than following fast trends.

Wellness Routine and Lifestyle

Her routine includes meditation, tongue-scraping, hydration, skincare layering, Pilates, hot yoga, and swimming. She has also discussed Ayurveda and limiting alcohol before sleep.

In 2022, Sewell described aiming for eight to nine hours of sleep. She also said she starts some mornings with three to four glasses of water and follows a short skincare routine. These are personal wellness habits, not medical guidance.

Where Is Yasmin Abdallah Now?

Current Role and Work With Vyrao

In 2026, Sewell remains publicly identified as the founder of Vyrao and continues to shape its creative direction and brand identity.

Her recent work places Vyrao between fragrance, aromatherapy, wellness, and neuroscience-led product development.

Social Media and Public Presence

Her public social identity remains Yasmin Sewell, including the Instagram handle @yasminsewell. The account covers Vyrao, fashion, wellness, work updates, and parts of her personal lifestyle.

Her public presence now centers far more on brand-building and fragrance than celebrity relationships.

Achievements, Awards, and Influence on Fashion and Wellness

Her fashion record includes early backing for Christopher Kane and encouragement that helped J.W. Anderson move into womenswear. She also supported emerging designers through NewGen and independent mentorship.

Her influence later crossed into fragrance. Sun Rae, created with Meabh McCurtin, won Best Independent Fragrance at the 2024 Fragrance Foundation Awards. Vyrao also gained recognition within the beauty industry for its position between fragrance and wellness.

What Is Verified and What Remains Unconfirmed?

The strongest public record covers Sewell’s work at Browns and Liberty London. Her later roles at Style.com and Farfetch are also well documented.

Her marriage to Rufus Sewell from 1999 to 2000 is established. Vyrao’s 2021 launch and later investment rounds are documented as well.

Online biography claims about exact height, weight, religion, and personal net worth lack the same level of documentation. Claims involving a third son named Gene or a current partner named Craig should not be treated as established biographical facts.

Conclusion

Yasmin Abdallah, professionally known as Yasmin Sewell, built her reputation through fashion rather than celebrity. From Yasmin Cho and Browns to Liberty London, Style.com, and Farfetch, she became known for spotting talent and shaping retail ideas.

Her British Fashion Council work added designer support and mentorship to that career. Vyrao gave her experience a new form in 2021 by combining fragrance, wellness, branding, and entrepreneurship.

FAQs

Who is Yasmin Abdallah?

Yasmin Abdallah, professionally known as Yasmin Sewell, is an Australian-Lebanese fashion entrepreneur, creative consultant, and founder of the wellness fragrance brand Vyrao.

How old is Yasmin Abdallah?

Yasmin Sewell is about 50 years old in 2026, based on a 2021 profile that described her as 45.

Was Yasmin Abdallah married to Rufus Sewell?

Yes. Yasmin Abdallah married British actor Rufus Sewell on March 24, 1999, and their marriage ended in 2000.

Does Yasmin Abdallah have children?

Yes. Two of her publicly documented sons are Knox Rocket Robinson and Renzo.

What does Yasmin Abdallah do for a living?

She is a creative consultant and founder of Vyrao, after earlier fashion roles with Browns, Liberty London, Style.com, and Farfetch.

Where is Yasmin Abdallah now?

She is based in London and continues her work through Vyrao, the fragrance and wellness company she founded in 2021.

What is Vyrao?

Vyrao is a fragrance and wellbeing brand founded by Yasmin Sewell in 2021, selling perfumes, candles, and incense centered on scent, mood, and ritual.

What is Yasmin Abdallah’s net worth?

Yasmin Abdallah has no verified public net-worth figure; her documented income comes from fashion leadership, consulting, brand ownership, and Vyrao.