With over two decades of experience shaping the global luxury beauty industry, Paul's journey to founding The Perfume Movement is a testament to innovation meeting artistry. Beginning with pioneering work at The Body Shop, where he collaborated with industry legends like Anita Roddick, Paul developed a deep appreciation for how sustainable sourcing and ethical practices could transform the luxury sector.

His vision crystallized during his transformative years at MAESA, where he played a pivotal role in building the world's leading beauty brand incubator, growing it into a $300M USD powerhouse. This experience, combined with his successful leadership of Zohoor Alreef, one of the Middle East's most cherished perfumery businesses, gave him unique insights into both traditional craftsmanship and modern innovation.

"I saw a disconnect in the luxury fragrance industry," Paul reflects. "While the world was advancing with AI and personalization, perfumery remained rooted in mass production. I envisioned a future where technology could create truly personal olfactory experiences while honoring the artistry of traditional perfumery."

This vision led to The Perfume Movement's revolutionary approach: combining advanced AI algorithms with artisanal craftsmanship to create bespoke fragrances that tell each wearer's unique story. Drawing from his experience in sustainable sourcing at The Body Shop and his deep understanding of luxury markets, Paul has created a brand that marries technological innovation with environmental consciousness.

"Every fragrance should be as unique as its wearer," Paul says. "We're not just creating perfumes; we're empowering individuals to express their identity through scent."

Under Paul's leadership, The Perfume Movement is revolutionizing the industry through its combination of ethical luxury, technological innovation, and personal expression. What began as a vision for personalized fragrance has evolved into a movement that's reshaping the future of luxury perfumery.