Founder Spotlight With Brianna Arps, MOODEAUX
Photo Credit: MOODEAUX
Brianna Arps is the Founder of MOODEAUX, a clean, unisex, industry disruptive fragrance brand that empowers folks to “Flaunt How You Feel®” through scentual expression. She is a former investigative journalist featured in Refinery 29, Insider, The Zoe Report, Essence, and Elite Daily, who made a bold career transition after being laid off in 2018. Since the launch of MOODEAUX in 2021 Brianna has been the recipient of many accolades including: Elle Future of Beauty Awards ‘22, Essence Best in Black Beauty ‘23, Essence Beauty Boss of the Year ‘23 and is the first Black-owned fragrance brand to appear on the TODAY Show. You can find MOODEAUX on the shelves at Credo and Sephora.
During the interview, Brianna shares her journey as an "accidental entrepreneur" and the transformative moments that led her to establish the brand. From navigating the challenges of being laid off to leveraging personal savings and networking, Brianna delves into the unconventional path that ultimately resulted in the launch of MOODEAUX. Brianna also shares how the brand actively goes against the grain, rejects mainstream ideals, and serves as a powerful vehicle for fostering diversity within a space often bound by conventional norms. From the brand's inception to its visionary future, this interview reveals MOODEAUX as a platform for self-expression deeply rooted in individualism and social change, redefining the landscape of fragrance with a foundation in activism.
Let’s jump right in!
What was the inspiration behind Moodeaux and how did you get started?
Whenever asked, I always say I’m an “accidental entrepreneur.” I didn’t know I had the guts to venture out into startup land until I was laid off from my role as an editor in womxn’s media in October 2018. It took me by complete surprise, shaking me to my core and turning my entire world upside down.
Before I could process everything, the universe confronted me with a harsh ultimatum — either forge on tepidly with my career/fate in someone else’s hands (someone who at any moment could change their mind about me, mind you) or regain control by leveraging my background/experience to build something I could own.
During that time, I found refuge in my favorite accessory, a.k.a fragrance, given its well-documented, transformative effects on mood. I also noticed a disparity in mainstream attention/support towards Black-owned fragrance labels, so starting MOODEAUX felt like a no-brainer. Instead of seeking employment, I decided to hire myself and figure it out. I opened up a small consultancy where I brought on a handful of clients, giving me a cushy retainer to survive on while I started working on MOODEAUX.
From there, I liquidated my 401K, relied on my savings, and used my network because I knew I couldn’t make progress without asking for help. Three years later, in October 2021, we finally opened the online doors to our website, and have been going strong ever since!
What does your creative process look like when working on a new product, fragrance, or campaign?
I find inspiration legit everywhere! But it’s my fascination with people, and the experience of emotion as a fundamental part of human consciousness (not my quote, but a good one) that really drives us.
“We serve a very specific community, one with a disdain for mainstream ideals and an attraction towards any and everything that goes against the grain.”
Our MOODIES are noticeably outspoken and determined to become the change they wish to see in their world. Beauty isn’t just beauty. It represents a form of urgent activism towards finding a greater purpose and evolving past cultural stereotypes. So, on our end, fragrance can’t just be fragrance either. Everything MOODEAUX does — whether it is ideating a new scent or launching a new campaign — is rooted in honoring a myriad of unique/unapologetic perspectives first and foremost, while helping others discover/reinvent themselves first, then express themselves second.
What is one challenge you have faced as the Founder of Moodeaux and how did you navigate it?
I don’t have a formal business background, which some folks might consider a negative thing. However! I’m a big proponent of transferable skills, so much so that I no longer sweat not having an MBA, etc. What I do have is a journalism degree, valuable marketing experience, and a passion for storytelling. Once I started focusing less on the things I perceived as “weaknesses” and more on my strengths, I realized how far they could and would take me. Owning my journey to becoming a founder and learning how to “regurgitate” it in a compelling, concise way has proven key while offering continuous leverage.
What is your long-term vision for Moodeaux?
I want MOODEAUX to continue solidifying the lane we’ve carved out in the fragrance industry, all while making way for those coming up alongside us who share our angst of increasing diversity.
“I don’t want a lack of underrepresented communities to be a thing anymore. Leveling the proverbial playing field is a group effort that cannot wait.”
We are working on a slate of cool things that I can't quite give you the tea on. We (as in black, queer, female owned) are going to start showing up in places we never have before and it’s exciting. I think the next year is going to be really, really big for the company as we roll out every piece intentionally.
Photo Credit: MOODEAUX
If you could give one piece of advice to future LGBTQ+ entrepreneurs what would it be?
Risk and reward go hand-in-hand. You can’t have one without the other, so trust yourself! And know your dreams are in full reach.
“Acknowledge the BS that comes with entrepreneurship, especially from those who hate but try hard not to internalize negativity. Spend that energy remaining laser-focused on what you’re building and who you’re building it for — it hasn’t failed me yet!”
What LGBTQ+ owned brands are your go-to's and why?
There are so many brands within our community that I’d consider go-to’s, but here are two:
Souk Bohemian: I came across this beautiful shop while living adjacent to Atlanta, Georgia. It’s such a vibe that aims to introduce people to new and different cultures. Friends and business partners Morgan Ashley and Vanessa partner with artisans to showcase aspirational ready-to-wear pieces, home goods, small-batch jewelry, and handmade accessories to curate every aspect of your life. Minimal palettes and global aesthetics are their jam; there’s truly something for everyone if you’re able to pay them a visit!
Brandon Blackwood New York: Aside from beauty products, handbags and shoes are my weaknesses. The lengths I’ll go to find the perfect pieces for every outfit I own are insane. Lately, I’ve kept my online shopping cart full of leather goods from affordable luxury designer Brandon Blackwood. Many know of him from his 2020 line of “End Systemic Racism” mini totes created in support of Black Lives Matter protests. Portions of the proceeds were donated to the Lawyers Committee for Civil Rights Under Law, an organization focused on helping racial and ethnic minorities find legal representation while fighting civil rights cases.
Tell us about one of your core values and how you’ve incorporated it into your brand.
Fun fact: Our slogan is “Flaunt How You Feel.” I adopted it prior to our launching about a decade ago when I was in college running a now-defunct beauty/fashion/lifestyle platform called The Mouthing Off Blog (TMOB). Although I didn’t know it at the time, TMOB would eventually reincarnate as MOODEAUX in physical form. Both entities value self-expression as self-care and view individualism as an antidote to the status quo.
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed and an increase in violence against our community)?
Shelving away pain and avoiding tough conversations used to be a common coping tactic when faced with news surrounding violence, crime, and injustice towards us within the LGBTQ+ community.
“To practice better self-care, I’ve since allowed myself not only to feel but also discuss my emotions, grief and anger included.”
Social media has made this much easier. Most importantly, I give myself grace and the necessary space to decompress whenever I reach my max.
Who is your favorite LGBTQ+ celebrity, and why?
I have a huge crush on singer/actor/entertainer Janelle Monáe! In addition to sharing a Midwestern connection (they’re from Kansas City, KS; I’m from St. Louis, MO), we both love the arts, march to the beat of our drum, and maintain an intense drive to succeed, it seems. I particularly admire their boundless creativity, impressive business acumen, and steadfastness/outspokenness against oppression.
Can you share one fun fact about yourself?
I’m obsessed with the color orange, although I'm not too fond of the fruit. It’s a texture thing!
