With a wealth of industry experience, Paul Houlsby began his career with luxury brands like Chanel and Versace before shifting toward sustainability and innovation as Director of The Body Shop, working alongside its founder, Dame Anita Roddick. Over the past 30 years, he has built and shaped luxury brands worldwide. “I have been deeply immersed in the world of perfumes, starting with a passion for luxury that evolved into a mission for sustainability and innovation. As a British entrepreneur drawn to France and the beauty industry, my career has been shaped by iconic brands, influential mentors, and a relentless pursuit of excellence.”

Houlsby’s journey—from luxury branding to pioneering contributions in the Middle Eastern fragrance industry—has led to the creation of The Perfume Movement in collaboration with dsm-firmenich. Together, they champion innovation, sustainability, ethical sourcing, and gender equality in the workplace.

“The Middle East is the epicenter of luxury niche perfumery. French-Arabian perfumes are shaping the future of the fragrance industry,” says Houlsby.

Three Defining Chapters

Luxury: “My career began at Estée Lauder, where I learned the art of storytelling in beauty. This foundation led me to Chanel, where I spent five years refining my expertise in fragrances. Meeting visionaries like Anna Wintour deepened my understanding of luxury’s cultural impact.”

Sustainability: “My next chapter was driven by purpose. At The Body Shop, I worked alongside its founder, a pioneer in ethical beauty, reinforcing my belief that business can be a force for good.”

Entrepreneurship: “Joining MAESA, I helped transform a B2B beauty company into a global leader in turnkey beauty solutions. Expanding into the Middle East, I saw firsthand the region’s deep-rooted connection to perfumery.”

Recognizing a disconnect in luxury fragrance—where AI and personalization were advancing in other industries, yet perfumery remained rooted in mass production—Houlsby envisioned a new future.

This led to The Perfume Movement, which merges AI-powered personalization with artisanal craftsmanship to create bespoke fragrances that tell each wearer’s unique story. Inspired by his expertise in sustainable sourcing and luxury markets, he is pioneering a brand that blends technology, individuality, and environmental consciousness.

“Every fragrance should be as unique as its wearer,” he says. “We’re not just creating perfumes—we’re empowering individuals to express their identity through scent.”

Under Houlsby’s leadership, The Perfume Movement is reshaping luxury perfumery, proving that innovation and sustainability can go hand in hand.