Influencer
How This Dubai Content Creator Turned Follower Trust Into A Sell-Out Fragrance Brand
Dubai-based content creator Mahmoud Sidani, known as Mr. Moudz to his nearly 1 million social media followers, has transformed direct consumer engagement into a successful fragrance business that recently sold out twice in its first week at Mall of Emirates’ That Concept Store.
The brand, ByMoudz, originally launched as a direct-to-consumer product in mid-2024 following the unexpected death of Sidani’s father. The timing of the launch was deliberately set for June to honor his father’s birthday after a postponed meeting with manufacturers in April, Sidani told WWD.
The initial product line featured two signature scents: June Child, containing bergamot and Bulgarian rose, and Sapphire, which combines saffron and agarwood. The brand later expanded to include Amber Sky, featuring cinnamon and rum notes, and Rose Bud, which incorporates Damascene rose with jasmine and cardamom.
Sidani revealed his D2C strategy relied entirely on his existing social media following, eschewing traditional press coverage. The approach proved successful, with the brand selling out four times during its initial launch period despite customers purchasing without sampling the fragrances.
Notably, Sidani’s strongest sales channel has been Snapchat, which he reports generates approximately 20 times more conversions than Instagram for ByMoudz. His engagement strategy includes personally responding to follower messages and incorporating customer feedback into product development decisions. This collaboration has influenced product creation and format options, leading to mini-versions based on customer feedback.
ByMoudz currently prices its 100ml bottles at $170, with plans to relocate production to Europe to maintain quality standards. The brand is preparing special releases for Valentine’s Day and Eid while Sidani explores expansion into other product categories, including eyewear.
The brand’s philosophy, “Fragrance is the voice of memory, whispering timeless stories,” connects to its origin story, inspired by Sidani’s father’s tradition of giving fragrances as gifts to neighbors and friends.
