An Interview with Candice Georgiadis
Listen to your gut! It wasn’t until I took this advice myself that things started flowing in my life career-wise without me always feeling like I’m battling upstream for my next opportunity.
As a part of our series about women who are shaking things up in their industry, I had the pleasure of interviewing Brianna Arps.
Founder and CEO Brianna “B.A.” Arps is a former Refinery29 editor-turned-marketing expert whose passion for people, storytelling and all things beauty finally led to the birth of her very own “brand-children” MOODEAUX® and Black In Fragrance.™ In the same way as her bold sense of style, Brianna wears her emotions like a badge of honor — navigating through life by the simple motto: Flaunt How You Feel.® A St. Louis native, she’s known among family and friends alike as an outspoken, charismatic big thinker working to make the world around her better — starting with perfume. Brianna holds a bachelor’s degree from the world’s first School of Journalism seated at the University of Missouri — and currently, she is an aspiring graduate of the renowned School for Aromatic Studies.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
I can’t tell you about our backstory at MOODEAUX® without mentioning the two most important, best-smelling women I know: my mom Cynthia and my grandma Minnie. When I was younger, I remember how much fun I had playing around in their makeup/toiletry bags — and more distinctly, the thrill I got from layering scents I “borrowed” from their designer fragrance collections. Both of the matriarchs in my life always encouraged individuality, which ultimately led me to developing my own ideals around beauty and self-care early on… It wasn’t until October 2018, though, that I decided to manifest those ideals into the form of a business.
At that time, I grew obsessed with learning about our sense of smell’s ability to influence our moods. I was also recently unemployed after being laid off from my “dream job” in women’s media and heavily reliant on self-care to stay sane. It might sound silly, but I always felt way better after a long, meditative shower followed by a spritz or two of fragrance. I didn’t even have to get dressed or go anywhere special, the whiff of a familiar smell was often enough to remind me that I’m worthy no matter what and that eventually, I’d be alright.
Digging around online, I quickly noticed a lack of mainstream Black-owned perfume labels, not to mention the prevalence of brands that were talking about the scientific connection between scent, emotion and memory. Regardless of not knowing much, I decided to pave a new lane and create something different.
Can you tell our readers what it is about the work you’re doing that’s disruptive?
Despite emerging trends concerning the burgeoning indie fragrance industry, 97% of buyers we surveyed agree that a great majority of today’s scents are too familiar, fade too quickly and leave too much unsaid about the psychological impact our strongest sense (smell) has on our moods. Not to mention, most of what’s seen online and on shelves today is still exclusively marketed towards a specific gender — although scent has no gender.
When the world commands you to shrink, we say do the opposite: Flaunt How You Feel.® As a clean fragrance label rooted in the scientific connection between scent, memory and emotion, MOODEAUX® turns accessorizing your mood into mindful self-care and “luxury” into a lifestyle — all minus any harsh alcohol, weird chemicals or unnecessary dyes. At less of a cost to the environment too, given we’ve also omitted water from our debut SuperCharged SkinScent™ formula and remain hyper vigilant when sourcing packaging solutions that foster sustainability. It’s through this attitude, along with our unique blends of drool-worthy accords and
skin-nourishing ingredients, we’re ushering in a new era of beauty and changing the game forever.
In addition to MOODEAUX®, I’m also working to build Black In Fragrance.™ Mainstream visibility of Black-owned fragrance labels has always been an issue. Contrary to popular belief, the main problem isn’t that Black entrepreneurs in this space don’t exist, it’s really that we often don’t receive the same love and attention needed to foster our growth. BIF is on a mission to build a global ecosystem of support among industry professionals, consumers, retailers and media outlets — each who pledge to help level the playing field for Black perfumers and Black-owned fragrance brands. As BIF’s founder label, MOODEAUX® leads the effort on the brand side, matching proceeds on limited-edition merch dollar-for-dollar and paying it forward to Black business owners on a rolling, application basis.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I’m not sure if this classifies as the “funniest” mistake, since at the time I was devastated. However, looking back on it now, I definitely chuckle at myself for being so green. Ha! Long story short, the moment I committed to launching a fragrance label (formerly known as Moode Beaute), I dove head first into all the creative aspects — logo, design, branding, etc. It was such a fun and freeing experience to build something uniquely my own; it consumed me. So much so that I was already a few thousand-dollars deep when my trademark lawyer delivered some very bad news. Unfortunately, someone else had filed registration for another beauty brand with a similar name just TWO weeks prior to when we started our process. This meant the likelihood of being granted federal protection for a Moode Beaute mark would be very slim, and I would need to go back to square one. Instant tears. I cried my little heart out — but within 24 hours, I landed on a new, MUCH better name for the business: MOODEAUX.® I haven’t looked back since, although the lesson of getting all my legal ducks in a row before anything else still sticks with me.
We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?
I’m so grateful and blessed to have had so many mentors along my journey — most of whom I’ve worked for in years past. Folks like Melissa Butler of The Lip Bar, Kitiya King of Mischo Beauty, Ngozi Opara of Heat Free Hair… Present day, industry leaders Beatrice Dixon of The Honey Pot and Ylorie Taylor of EDEN Body Works help guide me through operating MOODEAUX® and charting our roadmap for greater success. Both of these incredibly wise and talented humans have remained in my corner through various pitch deck revisions, startup grant competitions, line review meetings, potential investor conversations — although cliché, I really don’t know what I’d do without them. I for sure wouldn’t feel nearly as confident! No one story can explain the value they bring to my life and business; they’re truly my sounding boards who never shy away from asking the tough questions needed to help me think strategically and wrangle all the chaos that comes with being in business.
In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?
Once ideals and systems become outdated and harmful, whether that be to people in society or the world we live in, it’s time for change. The whole “when (and if) you know better, do better” philosophy explains the rationale behind why disrupting an industry is overtly positive. However, there are instances when good intentions turn bad — most times because of inefficiency. Failure to make the best use of time and resources can lead to a negative disruption with serious repercussions that are difficult to reverse.
For example, let’s explore bottled water. Years ago, access to clean and portable drinking water was identified as a problem. The solve? Turning a universal need into a product conveniently packaged in cheap plastic containers. Fast-forward, we now know how detrimental that business model has become to our environment and potentially our health. Discarded plastic, largely from the bottled water industry, is polluting our oceans and destroying marine ecosystems. Bisphenol A (a.k.a BPA), which is used to manufacture plastic commonly used to make bottled water has been shown to affect the reproductive systems of animals. Although the CDC says more research is needed to understand the human health effects of BPA exposure, what’s already been discovered is alarming.
Another example, and the one I’m more familiar with, involves the fragrance industry. Unlike other beauty categories, it’s somewhat of a newer phenomenon for people at large, especially those who don’t have any fragrance sensitivities, to demand product transparency. Prior to launching, I can’t recall a time where I’ve walked up to a perfume counter/emailed a brand and questioned outright if my favorite scents are made without any dangerous and/or potentially harmful ingredients. This just wasn’t on my mind when deciding to purchase, given fragrance ingredients aren’t required by law to be listed individually on cosmetic labels. I also wasn’t checking for sustainability claims with regard to formulas and packaging. The same goes for a growing population of scent-crazed beauty fanatics like myself who used to assume everything’s all-good.
Nowadays, the tides have begun to shift with folks doing their research. And to me, this influx of inquiries surrounding things like chemical makeup, sourcing, labeling, etc. is more than enough reason for us all to decide now how we’ll participate in the clean revolution. Consumers can’t want better, when they don’t know for certain whether or not what they’re consuming isn’t great.
Can you share 3 of the best words of advice you’ve gotten along your journey? Please give a story or example for each.
Listen to your gut! It wasn’t until I took this advice myself that things started flowing in my life career-wise without me always feeling like I’m battling upstream for my next opportunity.
Walk with and in your own purpose. At times when I’ve found myself struggling, I realized it was often because I was trying to emulate someone else’s success. When I grew to become more intentional, and began living my life with intention, I realized I’m beautifully unique and have so much to offer the world that no one else can.
Mistakes come with the territory. They’re part of the process! So instead of fighting like hell to avoid “failure,” embrace it as a stepping stone to your success. I’m proud to admit I’ve messed up at times, because in order to win big, you have to get comfortable with failing fast, learning from it and not being afraid to pivot. We’re all more resilient than we may think at times, even when the proverbial light at the end of the tunnel seems so far away. “Mind over matter” has taken me places that fear and doubt tried to keep me from — but if you believe in your heart that something’s for you, nothing can nor will stop you from getting it.
We are sure you aren’t done. How are you going to shake things up next?
I’m thrilled to announce that MOODEAUX® was just nominated for a 2022 Beauty Independent Beacon Award, in recognition of our Worthy SuperCharged SkinScent™ Dry Oil Perfume Spray. Being one of the very few woman-founded and Black-owned fragrance brands visible in today’s market, to be listed as an organization pushing the industry into uncharted waters feels almost surreal! It’s such a privilege. One that we don’t take lightly, given MOODEAUX®’s humble origin story. What started out as a personal quest aimed at harnessing the benefits of “aromatherapy” through clean, edgy, innovative formulations has evolved over nearly four years to encompass so much more. Namely, a global self-care movement marked by our 2021 launch that’s since been supported by thousands and fueled by a mutual core belief that true beauty is felt, not seen. As dynamic individuals with unique lived experiences, our emotions are valid and worthy of celebration! If nothing else, we’re honored to challenge any status quo suggesting otherwise in setting a better course forward.
In relaunching Black in Fragrance™, I’m excited to continue our work in growing a platform mainly for Black entrepreneurs to learn, connect and get funded. Earlier this year, we awarded three women with grants that have helped them either launch their own brands or continue building their businesses. Aside from the grant, each industry disrupter has been invited to join the Black In Fragrance™ Network where we routinely share additional funding opportunities as well as ongoing education, tools and resources. We’ll be publicizing details on how others in the field can get involved soon!
In your opinion, what are the biggest challenges faced by ‘women disruptors’ that aren’t typically faced by their male counterparts?
Hands-down, funding is the biggest challenge faced by women disruptors. Receiving access to capital for us comes with several nuances and unfair biases that men just don’t have to deal with, including some investors who have a history of doubting our competency and dedication to our businesses — simply because we were born with “lady bits” and maintain multifaceted lives. There’s been a ton of think-pieces on the matter, and although there’s been some progress, we have a long way to go until equality between men, women and non gender-conforming individuals is achieved.
Do you have a book/podcast/talk that’s had a deep impact on your thinking? Can you share a story with us?
Another one of my mentors is Renae Bluitt, a multifaceted entrepreneur, filmmaker, storyteller and overall champion for Black women. On the heels of her breakout cinematic debut with her popular “ She Did That.” Netflix documentary, Renae has recently launched a podcast on the Dear Media network. Each episode offers you front row access to renowned thought-leaders who are forging their own paths, finding financial freedom and harnessing their passions to create more meaningful and fulfilling lives. I often listen while working or when running errands to fill up my “inspiration” tank and motivate me to keep going!
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I’d love for everyone in the entire world to be confident and comfortable in flaunting how they feel and being their most authentic selves. Who gives a damn if whatever that looks like for you isn’t socially acceptable — do it anyway. We’ve really got to stop restricting people and limiting how they’re to act and what they’re to do with the little amount of time they have on Earth.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
I kind of alluded to it earlier, but I’d say “what’s for you, is for you” and no one can take away that birthright. Keeping this in mind helps quiet the internal voice of doubt that creeps up from time to time and allows me to stay laser focused on achieving everything I’ve ever dreamed.
How can our readers follow you online?
My personal social media handle is @BriannaArps. If you’d like to learn more and shop MOODEAUX®, give us a visit at MOODEAUX.com — or you can also follow our social accounts @MOODEAUXofficial (Instagram and Facebook), @MOODEAUX (Twitter) and @BlackInFragrance (Instagram). Lastly, make sure to keep up with us at Credo Beauty, as we’re the first Black-owned fragrance label to be sold at the top clean beauty retailer — woot woot!
This was very inspiring. Thank you so much for joining us!
Female Disruptors: Brianna Arps of MOODEAUX On The Three Things You Need To Shake Up Your Industry was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.