Paul Houlsby

CEO and Founder @ The Perfume Movement

About

With over thirty years’ experience in the fragrance and beauty retail industry, I've had the privilege of leading talented teams for the world’s most successful brands, from Chanel to Estée Lauder. A five year stint as Category Director of The Body Shop taught me the importance of environmental and social impact long before it became fashionable. My recent experience as CEO of a famous Saudi perfume brand revealed the power of personally curated perfumes. Consumers today, especially across the GCC perfume region, want to wear a fragrance that is unique to them. That’s why as CEO of The Perfume Movement, I’m on a mission to radically change the experience of luxury perfumes using technology to bring all customers a unique luxury perfume creation in real time. At the heart of this mission is a commitment to truly sustainable luxury. I believe that nobody should have to choose between quality, sustainability, and a great personalised experience. At The Perfume Movement, we’re empowering customers to create their own personalised, luxury, and sustainable perfumes. Using advanced algorithms and the latest olfactory AI, we create a symphony of scents that tell a story and express the unique emotions and tastes of the wearer — allowing them to create their own olfactory identity.

Country

United Arab Emirates

City

Dubai

Industry

Retail

Skill

Brand Development, Marketing Strategy, Beauty Industry, Product Development, Retail, Merchandising, Cosmetics, Fashion, Brand Management, Marketing, Luxury Goods, Product Innovation, International Marketing, Marketing Communications, Advertising, Packaging, Fragrance, Skin Care, Personal Care, FMCG

Experience

CEO and Founder

The Perfume Movement

2021-12 - Present · 4 yrs 10 mos

United Arab Emirates

At The Perfume Movement, we’re empowering customers to create their own personalised, luxury, and sustainable perfumes. Using advanced algorithms and the latest olfactory AI, we create a symphony of scents that tell a story and express the unique emotions and tastes of the wearer — allowing them to create their own olfactory identity.

Chief Executive Officer

Zohoor Al Reef

2019-9 - 2021-11 · 2 yrs 3 mos

Saudi Arabia

As CEO and President of the cherished perfumery business founded in Saudi Arabia 30 years ago, I led the complete rebrand of Zohoor Alreef, which now trades through approximately 200 company stores and franchisees in the region. Faced with an ageing customer base and disenchantment with the brand message and the packaging, I instigated a complete brand transformation strategy from the redefinition of the brand pillars and DNA, through to a completely new supply chain strategy to develop 350 new SKUs and the creation of the brand design architecture, product, marketing, new store design and store experience and training.

Managing Director Maesa Middle East

Maesa

2016-4 - 2019-9 · 3 yrs 6 mos

Dubai, United Arab Emirates

In 2002, I joined MAESA when it was an ambitious start-up, and over the next 17 years played a significant role in building the company into the world’s #1 beauty brand incubator becoming a partner and shareholder in the +300M USD business in the process.

Chief Creative Officer and Board Director Maesa Europe & Middle East

Maesa

2007-4 - 2016-4 · 9 yrs 1 mo

Paris Area, France

General Manager Maesa UK Ltd

Maesa

2002-3 - 2007-4 · 5 yrs 2 mos

London, United Kingdom

General Manager Fragrance and Beauty

French Connection

2001-2 - 2002-2 · 1 yr 1 mo

London

At French Connection, I collaborated with perfumer and entrepreneur Jo Malone to develop the French Connection fragrance, bath & body collections generating millions for the group. Additionally, I conceived and negotiated the highly successful Boots licence for FCUK.

Category Director Bath, Body & Wellbeing

The Body Shop

1997-8 - 2001-1 · 3 yrs 6 mos

London, United Kingdom

I had the privilege of collaborating with Body Shop founder Anita Roddick and VP Susan Falk to put The Body Shop’s wellbeing strategies at the heart of the brand, significantly expanding the Bath & Body categories. My passion for the commercial support of Fair Trade and Community Trade initiatives resulted in the sourcing of innovative raw materials from tribes and communities across the world. Through my leadership the product teams developed and manufactured the best-selling breakthrough ranges of products we know and love today at The Body Shop.