When Dubai-based content creator Mahmoud Sidani, popularly known as Mr.Moudz to his nearly 1 million social media followers, launched his fragrance ByMoudz at That Concept Store at Mall of the Emirates earlier this month, it sold out twice within the first week. He credits his success to the power of authentic digital connections.
Sidani first unveiled the brand earlier this year as a direct-to-consumer product. He said he was inspired to do something after the sudden loss of his father. The journey began with a postponed meeting and a promise. “I had a meeting with the manufacturer scheduled for April 24, but my dad had just passed away suddenly,” Sidani revealed. Still in mourning when he finally sat down for that meeting, he was motivated to head to market quickly. “I wanted to launch in June, in honor of his birthday,” he said of his father.
Perfume seemed just right, given his father was often remembered for sharing gifts of fragrance with neighbors and friends. The brand’s philosophy — “Fragrance is the voice of memory, whispering timeless stories” — emerged from that personal connection.
ByMoudz launched with two signature scents: June Child, which incorporates bergamot and Bulgarian rose, and Sapphire, an elegant blend of saffron and agarwood. The response exceeded all expectations.
“I launched with a simple direct-to-consumer sales model, without doing any press, to my community of followers. The response was so crazy, beyond expectations,” Sidani recalled, describing the early days of frantically packing and fulfilling orders at home from his dining table.
Sidani said the trust of his followers was extremely gratifying and motivating. “We sold out four times over, without it even being available for anyone to sample and smell. They were blind buying. How much faith they have in me was really eye opening and humbling,” Sidani said.
While his audience is across platforms, Sidani said his strongest community for fragrance purchases has been on Snapchat. “I have been promoting the brand mainly on Snapchat. It’s such a strong platform for me,” he explained, saying the conversion for sales is nearly 20 times that of Instagram for ByMoudz.
Following the successful launch of his initial fragrances, Sidani took an innovative approach to product development and expansion. “With the next two fragrances I asked my followers, ‘What would you guys like to see from me next?’” he said. They shared preferences candidly. “It’s so important for me to know what they want and prefer. I always ask my followers first.”
What came was Amber Sky, which introduced warm notes of cinnamon and rum, and Rose Bud, adding the complexity of Damascene rose with jasmine and cardamom into his collection.
This collaborative approach continues to shape future releases, making his followers active participants in the brand’s evolution. His approach to follower engagement has been consistent since he became a content creator. “People are often surprised, but I’ve always tried to personally respond to each message. I owe so much of my success to them. They are like family.”
Sidani has also launched popular mini versions of the fragrances based on audience feedback and plans to move production to Europe. “The quality has to justify the price points,” he said. The 100ml bottle retails online for $170. Next up, he said, will be special releases for Valentine’s Day and Eid.
With the success of his first entrepreneurial venture, he said he is also looking into expanding into other categories, including eyewear this year.
