Luxury is evolving, from logo-driven prestige to deeply personal scent as self-expression. With Paul Houlsby (Founder & CEO, The Perfume Movement), we explore life, leadership and business from the inside out, how AI and science meets artistry, why uniqueness beats brand snobbery, and what it takes to stay in creative flow while building something genuinely revolutionary.
An exhilarating, breath-taking conversation with Paul, a true visionary reshaping the world of luxury. He epitomised a simple truth for me: our emotion and expression are what set us unmistakably apart and empower us to live and lead as our most authentic selves.
Through the Bee Formless™ methodology, we explored:
LEARN (Letting go)
✨ Perfume Pitfalls: common mistakes to avoid so scent actually works with you
✨ Make It Worthwhile: founders & CEOs building businesses that feel inspiring (not just impressive)
UNLEARN (Reimagine & reshape)
✨ Perfume Movement, Not One-Size-Fits-All: personalised luxury that centres your unique chemistry
✨ Art + Science, Not Either/Or: a creative journey where data deepens artistry (it doesn’t replace it)
RELEARN (Test & implement)
✨ Staying in High Flow: practical rituals and constraints that keep creativity alive under pressure
✨ Luxury = Uniqueness: choose personal signature over label prestige
ACTIVE RECOVERY (Reflect & reset)
✨ Micro-Breaks that Reset: short pauses for fresh perspective and better decisions
✨ Support & Community: connect with peers to refill the creative well and stay grounded
About Paul Houlsby:
Paul Houlsby is the Founder & CEO of The Perfume Movement, pioneering the world’s first AI-powered luxury scent system. Built over 2.5 years with a leading perfume house, and paired with on-the-spot robotic blending, the platform challenges one-size-fits-all luxury by centring individuality and personal expression.
Where to find more from Paul:
🌐 The Perfume Movement (LinkedIn): https://www.linkedin.com/company/the-perfume-movement/
🔗 Paul on LinkedIn: https://www.linkedin.com/in/paul-houlsby/
If luxury equals uniqueness, what’s one way you’ll express your personal brand identity at work or in life, next week? 👇
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