In Ep. 164 of Earned, Conor sits down with Mona Kattan, CEO and founder of Kayali Fragrances. To start, Mona shares her transformative journey from a social media skeptic to a celebrated fragrance entrepreneur, highlighting the pivotal moments that shaped her path. We dive into how Mona's diverse experiences influenced her approach to business, underscoring the significance of authenticity and engaging consumers appropriately. Mona discusses the power of the creator economy, emphasizing how fragrance brands, much like those in fashion and skincare, are harnessing the potential of online communities. Now a separate brand, Mona reflects on the challenges and triumphs of launching Kayali Fragrances under the Huda Beauty umbrella, navigating initial skepticism to achieve significant success by 2021. We explore the impact of fragrance content creators and the unique community Mona has cultivated through Kayali's heart-driven approach. As an indie brand, Kayali's dedication to product excellence and genuine connection sets it apart in the competitive fragrance industry. To close the episode, Mona rounds off the episode with a taste of Dubai's diverse offerings for anyone looking to make a trip! In this episode, you'll learn: How creators are driving the fragrance boom. Once an overlooked category, fragrance now thrives on social media, where niche creators break down scent notes, share layering techniques, and build followings around specific brands. Why storytelling is the key to brand loyalty. Scents can't be experienced digitally, so stories are what capture attention. Brands that weave personal narratives, cultural references, and emotion into their marketing build deeper relationships with their audience. Fragrance is becoming a cultural statement. Just like fashion or skincare, consumers—especially younger generations—use scent to communicate identity, moods, and aesthetics, making it a category that is on the rise. Connect with the Guest: Mona's LinkedIn - @monakattan Connect with Conor Begley & CreatorIQ: Conor's LinkedIn - @conormbegley CreatorIQ LinkedIn - @creatoriq Follow us on social: CreatorIQ YouTube - @CreatorIQOfficial CreatorIQ Instagram - @creatoriq CreatorIQ TikTok - @creator.iq CreatorIQ Twitter - @CreatorIQ

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“What did the council decide on item 42?” — answered with the speaker and the moment.