As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Marissa Mertens.
The story of Double O Fragrance begins in the land of Sheba, what the Romans called Arabia Felix, now Yemen, where, as girls, founders Omaya and Omayma would accompany their mother to buy raw ingredients—oils, oud—from which to compose fragrances for family and friends, and later, to sell throughout the Arabian Gulf.
Making their way through the vibrant tapestry of the bazaar, a kaleidoscope of sights, sounds, and aromas, the mystery of each scent enchanted them—the smooth allure of jasmine, the thrilling warmth of amber, the elegance and romance of rose. And it was there they came to understand the wondrous alchemy of accord that transforms separate notes into a fragrance, a whole with the power to inspire.
As they came of age, they explored the world together, curious sisters side by side. Travel fed their senses, broadened their perceptions, and refined their tastes until they felt they were ready to create something of their own; ready to share their story in the language they love best—perfume.
At Double O Fragrance, we don’t just create perfume; we weave tales of passion and heritage into our creations. Our first fragrance composition, Velvet Bloom, is a testament to our floral mastery; blending notes into a symphony of scent.
The Double O signature scent invites you on a journey to where the bold romance of the east meets the vibrant elegance of the west. The essence of our heritage lies in the rich tradition of amber and musk-based fragrance making, expressed through our artistry in modern perfumery, using exceptional raw ingredients.
Crafted for lovers, each fragrance is a gift from us, Omayma and Omaya, to the world. We invite you to experience the depth and beauty of Double O Fragrance.
What inspired you to become an entrepreneur in the beauty industry, and what led to the creation of your brand or product line?
Our journey began in Yemen’s ancient bazaars—known to the Romans as Arabia Felix—where we accompanied our mother as girls, learning the alchemy of blending raw oils and oud into fragrances Double O Perfumes. Travel broadened our senses, and we realized it was time to turn that childhood passion into something of our own. Thus, Double O was born: a bridge between heritage and modernity—a sensory expression of nostalgia and contemporary elegance Double O Perfumes.
As a woman navigating the beauty business world, what unique challenges have you faced, and how did you overcome them?
Launching a luxury fragrance brand as Middle Eastern women in Manhattan meant confronting subtle biases around authenticity, funding, and industry gatekeeping. We faced legal hurdles around collaborations and licensing—but instead of shrinking, we leaned on our heritage, our voice, and strict quality control, weaving our narrative into every step. As we shared in our interview, female entrepreneurship in the Middle East is on the rise, but still laden with structural hurdles—we answered that by creating our own space and timing our collaborations strategically .
The beauty industry can be competitive and demanding—how do you maintain personal well-being while growing your brand?
We center ourselves through ritual—morning meditations, shared creative walks, and keeping a pulse on the scentscape of nature. By balancing our work with practices that feed our soul—like revisiting the bazaars in our memory—we stay grounded and inspired. We’ve learned that maintaining heritage isn’t just about business—it’s a lifeline for our wellbeing.
Which networking strategies, communities, or collaborations have helped you build meaningful connections in the beauty space?
We’ve built networks through storytelling—podcasts like The Laws of Style, Manhattan industry events, and regional forums spotlighting women-led Middle Eastern brands. Collaborative fragrance residencies and intimate perfumery salons have also been invaluable. We always start with listening, then sharing the tapestry of scent, culture, and craft.
How do you approach mentorship—both as a mentee and mentor—and how has it influenced your growth?
As mentees, we leaned into experienced perfumers and legal advisors, asking thoughtful questions and implementing guidance decisively. As mentors, we spotlight other women of color, especially from the Gulf, offering guidance on sourcing, storytellin,g and brand positioning. Mentorship has anchored us; teaching has always been one of our greatest tools for refining our own vision.
What strategies have worked best for gaining loyal customers and building trust in your beauty brand?
Transparency and authenticity. Every bottle of Double O tells a story—starting in Yemen, expanding through global travels, and culminating in modern scent artistry. We invite customers into that narrative via education, from raw material sourcing to how accords evolve on skin.
Which marketing techniques have been most effective, and how do you measure success?
Podcasts and interviews (like The Laws of Style) have been very impactful, helping to humanize our brand and share our story. We also focus on curated social media—Instagram storytelling—combined with small perfumery events in NYC. We measure success by community feedback, repeat purchases, and messaging—especially when customers say they feel the culture behind the scent.
Can you share a major setback or turning point, and how you navigated through it?
Scaling raw ingredient sourcing while juggling legal hurdles in fragrance collaborations was a major challenge. Initially, attempting a broad release across Middle Eastern markets hit regulatory delays. Rather than push through blind spots, we paused, consulted legal experts, tightened our processes, and refocused on storytelling workshops in NYC. That pivot has set us up for future regional partnerships with stronger foundations.
Advice for women starting their beauty entrepreneurship journey?
Anchor in your heritage, and don’t ask for permission to share it. Know your story, own your narrative—and let that be your compass. Build community intentionally and lean on collective wisdom.
Is there a quote or philosophy that guides your leadership?
“Create with roots—and reach with wings.”- Stay grounded in your origin and values, while confidently expanding your vision.
If you could inspire a movement to bring the greatest good, what would it be?
We’d spark a global initiative that empowers female perfumers from underrepresented regions—providing mentorship, lab access, legal support, and storytelling platforms. By elevating voices who carry centuries of aromatic wisdom, we rejuvenate the entire industry and culture.
What Are The 5 Things You Need To Overcome Self-Doubt and Build Confidence?
1. Know Where You Come From
Our confidence is deeply tied to our roots. Growing up in the Middle East, we were immersed in the sensory richness of ancient perfume rituals. Remembering that our work stands on centuries of wisdom helps us stand tall—especially in Western spaces where we’re often the only ones in the room.
Example: When we were pitching our brand in NYC, someone suggested we make our branding “less ethnic” to be more “universal.” That comment could have made us shrink—but instead, it reminded us exactly why the world needs the story of Arabia Felix.
2. Start Before You’re Ready
Confidence doesn’t always show up first—action does. We learned to launch before we felt 100% perfect. Doubt lessens when momentum grows.
Example: Our first official launch wasn’t a glossy campaign. It was a simple, intimate release of one signature scent and a heartfelt story. That imperfect start laid the foundation for everything that followed.
3. Build With Your Complement
We’re sisters, but also polar opposites in some ways—creative vs. strategic, instinctual vs. analytical. That balance allows us to trust what we’re building. If you have someone in your life who sharpens you—build with them.
Example: When one of us second-guesses a decision, the other steps in with clarity. It’s the reason we’re called Double O—we’re two halves of the same vision.
4. Create Tangible Wins
Confidence compounds. Every milestone—no matter how small—proves that we’re capable. Celebrate those moments intentionally.
Example: Getting our first international order from someone in Paris who discovered us on Instagram felt like the world whispering “yes.” We framed that order confirmation as a reminder that our work resonates.
5. Protect Your Inner Room
Not every opinion deserves a seat at your table. We learned to protect our vision from voices that dilute it. Confidence grows when your creative space is sacred.
Example: We turned down a lucrative retail deal because it required us to change our ingredient sourcing. Saying no felt scary—but staying true to our values gave us strength that money can’t buy.
If you could inspire a movement that would bring the most good to the most people, what would it be?
We would create an international Fragrance Fellowship for Women of Heritage—a movement that gives women from underrepresented regions (especially the Middle East, North Africa, and South Asia) access to education in scent-making, storytelling, and ethical entrepreneurship.
So much ancient wisdom is at risk of being lost or appropriated. By investing in these women, we preserve not only cultural legacy but create new economies and global narratives led by women.
How can our readers follow your work online?
We’d love for you to join us:
- Website: www.doubleofragrance.com
- Instagram: @double.o.fragrance
- Podcast Feature: The Laws of Style — Our Founders Interview
