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.
Famous perfumers, including Jean-Claude Ellena from Hermès and François Demachy from Dior and Acqua di Parma, encouraged him to create his own fragrance.
Inspired by the two famous "noses" Yvo designed his first fragrance - YVRA 1958 l’Essence de l'Essence. The perfumer in known for his extravagant and bold style, creating both perfumes and exclusive compositions for home fragrances and other high-quality olfactory works.