YVRAYVRA is a niche Dutch perfumery brand founded by Yvo Van Regteren Altena, born in 1958.
. Upon his 6th birthday, Yvo realized he had an exceptional sense of smell. When he turned 18, the famous perfumery company IFF offered him a job as a perfumer in New York. Instead, Yvo chose to become a professional cellist and studied at the Florence Conservatory. However, after suffering an injury to his left arm, he decided to turn his career in another direction and began studying law. Yvo later became a journalist, writing mainly about the world of scents and lifestyle.
For more than 30 years, Yvo has traveled the world and documented everything that describes good taste, a decadent lifestyle and the secrets of the world of perfume.
While traveling, he met the world's most famous perfumers and was impressed by their desire to create enchanting fragrance combinations. After a career as a journalist, during which Yvo traveled the world more than 36 times, one dream remained unfulfilled: instead of writing about perfume, he wanted to create his own.