When Dubai-based content material creator Mahmoud Sidani, popularly referred to as Mr.Moudz to his practically 1 million social media followers, launched his perfume ByMoudz at That Idea Retailer at Mall of the Emirates earlier this month, it bought out twice inside the first week. He credit his success to the ability of genuine digital connections.
Sidani first unveiled the model earlier this yr as a direct-to-consumer product. He mentioned he was impressed to do one thing after the sudden lack of his father. The journey started with a postponed assembly and a promise. “I had a gathering with the producer scheduled for April 24, however my dad had simply handed away all of the sudden,” Sidani revealed. Nonetheless in mourning when he lastly sat down for that assembly, he was motivated to go to market rapidly. “I wished to launch in June, in honor of his birthday,” he mentioned of his father.
Fragrance appeared excellent, given his father was typically remembered for sharing items of perfume with neighbors and associates. The model’s philosophy — “Perfume is the voice of reminiscence, whispering timeless tales” — emerged from that private connection.
ByMoudz launched with two signature scents: June Little one, which contains bergamot and Bulgarian rose, and Sapphire, a sublime mix of saffron and agarwood. The response exceeded all expectations.
“I launched with a easy direct-to-consumer gross sales mannequin, with out doing any press, to my group of followers. The response was so loopy, past expectations,” Sidani recalled, describing the early days of frantically packing and fulfilling orders at residence from his eating desk.
Sidani mentioned the belief of his followers was extraordinarily gratifying and motivating. “We bought out 4 instances over, with out it even being accessible for anybody to pattern and scent. They have been blind shopping for. How a lot religion they’ve in me was actually eye opening and humbling,” Sidani mentioned.
Whereas his viewers is throughout platforms, Sidani mentioned his strongest group for perfume purchases has been on Snapchat. “I’ve been selling the model primarily on Snapchat. It’s such a robust platform for me,” he defined, saying the conversion for gross sales is almost 20 instances that of Instagram for ByMoudz.
Following the profitable launch of his preliminary fragrances, Sidani took an modern method to product improvement and growth. “With the subsequent two fragrances I requested my followers, ‘What would you guys wish to see from me subsequent?’” he mentioned. They shared preferences candidly. “It’s so essential for me to know what they need and like. I at all times ask my followers first.”
What got here was Amber Sky, which launched heat notes of cinnamon and rum, and Rose Bud, including the complexity of Damascene rose with jasmine and cardamom into his assortment.
This collaborative method continues to form future releases, making his followers energetic members within the model’s evolution. His method to follower engagement has been constant since he grew to become a content material creator. “Individuals are typically stunned, however I’ve at all times tried to personally reply to every message. I owe a lot of my success to them. They’re like household.”
Sidani has additionally launched well-liked mini variations of the fragrances based mostly on viewers suggestions and plans to maneuver manufacturing to Europe. “The standard has to justify the value factors,” he mentioned. The 100ml bottle retails on-line for $170. Subsequent up, he mentioned, shall be particular releases for Valentine’s Day and Eid.
With the success of his first entrepreneurial enterprise, he mentioned he’s additionally trying into increasing into different classes, together with eyewear this yr.