With over 30 years of experience in the fragrance industry, Paul Houlsby has announced his new venture, The Perfume Movement (TPM).
TPM is a luxury retail concept, pioneering the way users experience and purchase perfumes. Its mission is to help users discover their unique olfactory identity.
With a wealth of knowledge of the industry, Houlsby started his career with luxury brands like Chanel and Versace, moving into sustainability and innovation as director of The Body Shop working alongside the founder Dame Anita Roddick. Houlsby has spent the past 30 years as a successful luxury brand builder.
“I have been deeply immersed in the world of perfumes, a journey that began with a passion for luxury and has evolved into a mission for sustainability and innovation. As a British entrepreneur who fell in love with France and the beauty industry, my career has been shaped by iconic brands, influential mentors and a relentless pursuit of excellence.”
From his early beginnings to his groundbreaking contributions to the Middle Eastern fragrance industry, his journey embodies a profound dedication to perfumery. This has ultimately led to the creation of TPM, in collaboration with dsm-firmenich, which shares his commitment to innovation, sustainability, ethical sourcing and equality in the workplace through championing women’s representation in the workforce.
Houlsby chose the Middle East to springboard this global brand, as “it is the region for luxury niche perfumery. French Arabian perfumes are the world trend in niche perfumery as expressed by Parfum de Marly and Initio - brands that are also curated in the region.”
Perfumer & Flavorist+ connected with Houlsby to discuss his journey in the fragrance industry as well as the catalyst for crafting TPM and what consumers can expect.
Houlsby’s Career in Chapters
Houlsby explains that his career can be broken down into three chapters.
1. Luxury: Houlsby shares, “My career began with Estee Lauder, where I learned the intricacies of luxury branding and the importance of storytelling in the beauty industry. This foundation led me to Chanel, where I spent five years honing my expertise in fragrances. During this time, I had the privilege of meeting visionaries like Anna Wintour, whose insights into the world of fashion and beauty deeply influenced my understanding of luxury.
2. The Body Shop: The next chapter of my journey was marked by a significant shift towards impact and sustainability. I worked alongside the founder of The Body Shop, a pioneer in the fight against animal testing and a champion for social and environmental responsibility. This experience ingrained in me the importance of ethical business practices and the potential for beauty to drive positive change.
3. MAESA: Building on these experiences, I joined MAESA, a B2B beauty company founded by two French entrepreneurs. Over 17 years, I helped grow the company into a global leader in turnkey beauty solutions, curating private label and owned brands for some of the world’s largest retailers. My work with MAESA took me to the Middle East, where I established the company’s Dubai office and recognized the region’s deep cultural connection to perfumes.”
Bespoke Luxury Perfumes
In collaboration with dsm-firmenich, the TPM system is designed to offer a completely unique olfactory identity for each customer.
Houlsby explains, “Now, I am embarking on the most exciting chapter of my career—creating a pioneering luxury niche sustainable AI perfume system. In collaboration with dsm-firmenich, a global leader in fragrance and flavor creation, we are developing a groundbreaking system that effectively utilizes date and cutting-edge algorithms to create completely unique olfactive identities for each customer.”
The Vision: Personalization and Sustainability
The essence of this new venture is personalization. Houlsby alongside dsm-firmenich are said to be creating a system that allows customers to develop their own signature scents, tailored to their personal preferences. The process involves a series of evaluations, with data fed into an algorithm that refines the fragrance options until the perfect match is found.
Houlsby shares, “Our commitment to sustainability is evident in every aspect of the project. From the 70% recycled glass bottles to the vegetal caps free of harmful magnets, we are dedicated to reducing our environmental footprint. The production process is clean and sustainable, reflecting the values I embraced during my time at The Body Shop.”
The Experience: A Dance of Scent and Emotion
"The final product will be more than just a fragrance—it will be an experience," Houlsby shares. Customers will be guided by evaluators through an experience that feels like an olfactory ballet.
Looking Ahead: Building the Future of Luxury
Houlsby adds, “As we continue to perfect our system, I am more committed than ever to pushing the boundaries of what is possible in the world of luxury perfumes. My objective has always been to work with the best purpose-driven individuals and entities, and The Perfumer Movement is no expectation. We are on track to revolutionise the industry, setting new standards for sustainable luxury and personalization."
Stay tuned for the unveiling of this groundbreaking phenomenon — portrayed as a convergence of creativity, knowledge, and dedication, set to reshape how we experience perfumes.
