Vyrao has just launched two new fragrances—Ludatrix and Ludeaux—and, as expected, they are not your average perfumes. They are scents loaded with intention, designed to activate the body, desire, and playfulness. What’s interesting is how the brand chooses to tell this story: through two figures who are not afraid to make people uncomfortable or challenge expectations. We’re talking about Mia Khalifa and Isamaya Ffrench, two women who, from different places, embody a very clear idea of power, sensuality, and freedom.
Mia has a story that everyone thinks they know. She was turned into a symbol without her consent, and since then she has been reclaiming the narrative of her body, her image, and her voice through her strong discourse. Her presence is uncomfortable for those who still expect women to apologize for being desired or for desiring. By putting her at the center of the campaign, Vyrao is not only talking about eroticism, it is talking about reappropriation. About what happens when a woman takes control of how she wants to be seen and felt.
Isamaya, in another vein, has also been challenging beauty norms for some time. Her work as a makeup artist and visual artist has paved the way for an aesthetic that does not seek approval. There is something about her style—part punk, part ritual, part hypersexual—that fits perfectly with this idea of fragrances as tools of transformation. Isamaya does not beautify; she constructs characters, moods, atmospheres. And that is exactly what Ludatrix and Ludeaux do: they create emotional spaces through scent.
Both perfumes revolve around latex, which feels like a kind of common thread in this narrative of tension, body, and fetish. Ludeaux is softer in appearance: milky peach, magnolia, ambrox… but make no mistake, it is not sweet, it is moist, intimate, almost sticky. It’s the kind of scent that lingers on the skin after contact. Ludatrix, on the other hand, has a harder, more direct presence: lipstick, Sichuan pepper, sandalwood… it’s more about taking control than playing.
The perfumes are developed in collaboration with IFF’s Science of Wellness team and contain ingredients that are said to alter the mood. It’s not exactly aromatherapy, but it is a concept in perfumery that seeks to go beyond scent. It’s not just about how you smell, but how you feel when you wear it. It’s interesting to think that something as everyday as perfume can be a tool for reconnecting with your body, with your sexual energy, with the freedom to be more or less explicit depending on the moment.
And that’s exactly what makes this campaign work. It’s not just about polished aesthetics or two familiar faces. It’s a deeper conversation about desire, power, and authenticity. Mia Khalifa and Isamaya Ffrench aren’t playing a role: they’re being themselves, in all their complexity. It’s not about being sexy for others, but about embracing one’s own sensuality without filters. It’s about showing that pleasure can also be political and that playfulness is a form of resistance.
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