Over the past decade, the YVRA brand has developed into an internationally appreciated niche brand with 5 exclusive fragrances. The arrival of our latest unisex creation YVRA24 L'Essence de Ravissence is the stepping stone to a new identity. Younger, more modern and more accessible.
Every YVRA fragrance is characterized by a number developed into an internationally appreciated niche brand with 5 exclusive fragrances. The arrival of our latest unisex creation YVRA24 L'Essence de Ravissence is the stepping stone to a new identity. Younger, more modern and more accessible.
As a journalist you learn to tell stories. Every fragrance released by YVRA since 2016 has its own story. However, it turns out to be difficult to put these complex storylines into practice. With that in mind, we at YVRA sat down at the drawing board to streamline and simplify our message.
We have stayed true to our successful fragrances, but the bottle and packaging have undergone a complete facelift. Timeless, uniform and innovative. On each package, a color ‘nuance’ and the image of three primary ingredients refer to the fragrance type. A new and modern logo has been chosen and ‘Amsterdam’ has been added as the sender. From now on we no longer aim primarily at men and dandies, but we broaden our horizons. Our slogan will be, Explore! There is plenty to discover.
L'Essence de Ravissence YVRA24 opens with a very present and accessible top note of pink pepper surrounded by blackcurrant and saffron. The mid and base notes incorporate papyrus, iris root, amber and vanilla, ingredients we haven't used before and place the fragrance in the woody-spicy-amber family.
with a story attached to it. The number 24 represents balance and embracing changes. It also represents new adventures, dreams, new loves, success, positive energy and helps you to go beyond your own imagination. An ambitious vision that we are very happy to connect to YVRA24 L'Essence de Ravissence.
Top; pink pepper, blackcurrant, saffron Middle; papyrus, orris root, cardamom, cypress
Base; sandalwood, amber, cashmere musks, vanilla Family = woody-ambery-spicy
To lower the threshold, we are also introducing 50 ml’s for all fragrances at € 85 and the 100 ml’s are going down to a more friendly price of € 120. The Travel Sets of € 39 will remain in the collection the packaging will also change.
Yvo van Regteren Altena has been fascinated by fragrances from an early childhood. During stay overs at his eccentric grandmother’s, whom never left the house without dousing her bosom in perfume, his siblings would challenge him to guess the name of a scent, carefully selected from his grandmother’s extensive per fume collection. Applause was guaranteed, because his nose never failed him.
Once an established journalist, Yvo became immersed in the world of fragrance houses and new scents. As a result of this exposure, renowned perfumers, including François Demachy from Dior and Jean-Claude Ellena from Hermès, encouraged him to create his own perfume. Yvo started this creative journey in 2013, which culminated in the launch of YVRA 1958 in 2015. The name refers to his initials and date of birth.
YVRA s1958 is reminiscent of the classic, transparent, eau de cologne that dominated the sixties and sev enties, but with a modern twist – more aromatic and longer lasting. Yvo: “After a long and unsettling flight. I always find it comforting to revive my senses with a familiar fragrance. It was my ambition to capture the perfect scent for this occasion in a bottle.”
YVRA 1958 opens on a vivid and extravagant note with the use of Calabrian citrus. Its transparent character is enhanced by sparkling hints of orange flower and ginger. The opening theme is followed by a herbaceous chord and this fragrant overture concludes with a smoldering and lingering finale consisting of potent cedar, patchouli and tonka bean.
Yvo has extensive experience in collaborating with art director Durk Hattink. The packaging of YVRA 1958 had to embody the subdued yet indulgent character of a niche fragrance with a high perfume concentration of 20%. Hattink was also requested to connect Yvo’s beloved 1950s era to the present using a nostalgic yet timeless color scheme and typography. Hattink: “Inspired by the citrusy nature of the fragrance, a muted shade of orange was the obvious color choice. If you look closely at the details of the box, you can see Yvo’s love for subtle striping. However designing the flacon presented a whole new set of challenges. When I asked Yvo what our allowed expenditure was, he told me ‘budgets are made to be broken.’ And that is exactly what happened. Transforming the most precious materials into our vision of YVRA 1958 requires a high level of craftsmanship and commitment. Yet all the hard work paid off. During our visit to Pitti Fragranze in Florence, Chandler Burr, former New York Times perfume critic, called YVRA 1958 ‘extremely elegant and sophisticated’ and his reaction exceeded our wildest expectations.
With a powerful, aromatic fougère fragrance, YVRA 1991 establishes a connection with our pre-digital era. L’Essence de L’Explorance stimulates the senses with an original and invigorating scent. In line with its predecessors, YVRA 1991 is a creation that evokes sophisticated atmospheres and reveals the dandy within us.
The year 1991 is a reference to the advent of the World Wide Web. Both the packaging and bottle are rich in references to our digital dependence. Especially in recent times, the computer and mobile phone have been the lifeline to the outside world. YVRA 1991 serves as an antidote to online life, enticing us back to the era before 1991, free from digital dependency. A time when travel and discoveries were undertaken with one's own knowledge, insight, and senses.
L’Essence de L’Explorance is a powerful, aromatic, and crispy fragrance that pleases both genders. The scent is the perfect addition to the existing YVRA collection. Stronger than 1958, more transparent than 1979, and more accessible than the pronounced niche fragrances 1965 and 1500. YVRA 1991 opens boldly and fresh with bergamot, petit grain, and rosemary, transforming after approximately two hours into a rich and sultry dry down with elements such as oakmoss, cedarwood, sandalwood, and amber.
Petitgrain-Calabrian Bergamot-Rosemary-Lemon
Lavender-Geranium-Cardamom-Cypress
Oakmoss-Vetiver-Amber-Cedarwood-Sandalwood
]]>After the launch of Yvo van Regteren Altena’s first fragrance L’essence de l’Essence, two years ago, Van Regteren Altena now unveils L’essence de Présence: woody, aromatic and sophisticated with a long-lasting capacity. His predecessor L’essence de l’Essence is characterised by freshness and is perfect to start the day with. L’essence de Présence is warmer and more powerful; it is both elegant and comforting.
Both creations of YVRA offer an alternative to the synthetic aggressive scents predominant in the world today that induce a hasty retreat rather than a passionate embrace.
L’essence de Présence is reminiscent of the classic perfumes with European flair that dominated the end of the last century. It’s the perfect follow up after the launch of the fresh L’essence de l’Essence. L’essence de Présence is more mysterious with peppery, patchouli and woody notes. After an opening cord of bergamot, lemon and black pepper, the patchouli and cedar wood appear and are slowly taken over by hints of amber, moss and musk.
The packaging of YVRA79 L’essence de Présence had to embody the subdued yet indulgent character of a niche fragrance with a high perfume concentration. Hattink was also requested to connect Yvo’s love for the past to the present using a nostalgic yet timeless color scheme and typography. Hattink: “Inspired by the woody nature of the fragrance, a chocolate brown color was the obvious choice. If you look closely at the details of the box, you can see Yvo’s love for subtle striping. However designing the flacon presented a whole new set of challenges. When I asked Yvo what our allowed expenditure was, he told me ‘budgets are made to be broken.’” And that is exactly what happened. Transforming the most precious materials into our vision of YVRA 1958 L’essence de Présence requires a high level of craftsmanship and commitment.
]]>YVRA is an Amsterdam based boutique perfume house that has been launching internationally acclaimed scents over the last 4 years. High-quality ingredients, sophisticated scents and extreme attention to original details characterize the brand.
This year our focus is seduction and therefore our third fragrance YVRA 1965 L’essence de Flamboyance will honor the most famous playboy of the 20th century: Porfirio Rubirosa.
Rubirosa was a jet-set pioneer, charmer, racecar driver and talented polo player. He was widely seen to be in the same league as Don Juan and Casanova. As all great playboys, Rubirosa executed a sense of danger, romance and adventure. His romantic escapades became so mythical that they resulted in nicknames like: ‘Mister Ever Ready’ and thanks to Rubi’s ‘personal parts department’: ‘The Pepper Mill.
The strongest link with Rubirosa will be found in the fragrance itself: seductive, sexy and powerful. YVRA 1965 L’Essence de Flamboyance is an intriguing and sultry blend of spellbinding ingredients, rich in precious wood extracts, exciting patchouli and exotic pepper varieties. A scent that has the gift to seduce both sexes. Lots of ingredients refer to Rubirosa’s life. Hints of leather refer to his love for playing polo and pink pepper honour his nickname.
Bergamot, saffron, lemon, nutmeg, pink pepper
Mandarin, orange, leather, incense, labdanum
Patchouli, cedar, amber, musk
Spicy and woody
The dark blue colour of the box is inspired by Rubirosa’s Ferrari 500 Mondial Spider. In all sorts of details both bottle and box connect with the persona of Rubirosa. The year 1965 is a reference to the final year of Rubirosa’s life and his nickname ‘The Pepper Mill’ is depicted on the inside of the bottle label YVRA 1965.