YVRA

YVRA is a Dutch niche perfume house founded by Yvo van Regteren Altena, built around a deep knowledge of fragrance, travel and classic elegance. Before creating the brand, van Regteren Altena worked as a lifestyle journalist and travelled widely, meeting some of the world’s most respected perfumers and learning the craft of scent from the inside. That experience eventually led to his first fragrance, YVRA 1958, and to the creation of a perfume house with a distinctly personal point of view.

The brand describes itself as offering an alternative to synthetic and aggressive scents, instead focusing on sensual, sophisticated fragrances with character. On YVRA’s own site, the house presents itself as “Amsterdam-born fragrance for the well-travelled nose,” while Lund & Lund describes YVRA as a niche Dutch perfumery brand rooted in Yvo van Regteren Altena’s long-standing passion for scent.

Over time, YVRA has developed into an internationally appreciated boutique fragrance house with multiple perfumes, each shaped by high-quality ingredients, refined compositions and a strong sense of identity. At Lund & Lund, we offer a selected range of YVRA fragrances chosen for their elegance, individuality and timeless appeal — scents designed for those who appreciate perfume as part of a complete personal style. Read the story