At just twenty-six, Joelle Sakkal is rewriting the rules of fragrance in the Middle East and beyond. With roots spanning five countries and a creative pulse that beats between Dubai’s dynamism and Grasse’s timeless craftsmanship, Joelle’s brand Idman, meaning “addiction” in Arabic, invites us to experience perfume as more than a scent: it’s an emotional journey, a statement of identity, and a celebration of sustainability. Through innovative blends and a revolutionary perfume balm, she’s turning traditional notions upside down and making waves in a world thirsty for authenticity and fresh perspectives.
IDMAN” TRANSLATES TO “ADDICTION” IN ARABIC, CAN YOU TELL US WHAT DREW YOU TO THIS NAME, AND WHAT KIND OF EMOTIONAL ‘ADDICTION’ YOU HOPE YOUR FRAGRANCES EVOKE IN WEARERS?
I wanted a name that was easy for anyone from any cultural background to say, that had a deeper meaning. Idman in Arabic translates to addiction, a true reflection of how our scents make you feel. Not only will you be smelling yourself all day, you should see the effect it will have on the people around you. Your presence will definitely be marked.
YOUR LIFE HAS SPANNED FIVE COUNTRIES. HOW HAS THIS MULTICULTURAL UPBRINGING INFLUENCED THE WAY YOU APPROACH SCENT, IDENTITY, AND MEMORY IN YOUR WORK?
My exposure to such eclectic environments and people play a significant role in who I am today. Refining my being and enriching my perspective, I embody cultural richness. Broadening Idman’s horizons to another dimension.
YOU’VE DESCRIBED IDMAN AS BEING CREATED BETWEEN DUBAI AND GRASSE, TWO PLACES THAT COULDN’T BE MORE DIFFERENT. HOW DO THOSE OPPOSING ENERGIES SHAPE THE FINAL COMPOSITIONS OF YOUR FRAGRANCES?
Quality is our priority, and there’s no richer source than Grasse, France. We paired that with the bold, evolving taste of the Arab world, rooted in heritage, depth, and identity. Therefore, Idman is made in France and designed in Dubai, bringing together precision and soul from both worlds. It reflects how far we’ve come as Arabs, refined and global.
IN A WORLD STILL FIXATED ON GENDERED SCENTS, WHY WAS IT IMPORTANT FOR YOU TO MAKE IDMAN DELIBERATELY GENDERLESS? WHAT CONVERSATIONS WERE YOU HOPING TO SHIFT OR START?
I don’t believe fragrance belongs to any gender, anyone should be able to smell like whatever resonates with them. I hope to see more brands approaching scent with that same openness, moving beyond outdated labels and focusing instead on emotion, identity, and personal expression.
YOUR PERFUME BALM IS BOTH UNEXPECTED AND BEAUTIFULLY INTENTIONAL. WHAT INSPIRED THIS INNOVATION, AND HOW DOES IT REFLECT YOUR BROADER MISSION FOR IDMAN?
The perfume balm was created from our drive to explore and push the boundaries of what fragrance can feel like and how it can be applied. At Idman, we’re here to bring new forms of scent to life, formats that are innovative and unexpected. The balm is a clear expression of that mission. It challenges the idea that fragrance only belongs in a bottle. We wanted something bold, compact, and flexible, easy to carry with you, and made for on-the-go use. The scent can be layered with anything, and everything. The balm creates a personal experience, allowing each person to tailor it to their own taste, freely and full of expression.
THERE’S A REAL CONCEPTUAL EDGE TO YOUR WORK, MORE ART INSTALLATION THAN TRADITIONAL PERFUME BRANDING. HOW DO YOU BALANCE RAW EMOTION WITH TECHNICAL PRECISION WHEN CREATING EACH SCENT?
Every product we create roots from the same soul: to create a comfortable space for people to be and feel, a place that invites connection and curiosity. At Idman, nothing is made just to fill a shelf. Each scent is built with clear intention and purpose. Our starting point is always the same: how do we bring something to the table that you didn’t even know you needed? Or how can we make something familiar feel a whole lot better? We shape each formula, focusing on balance, structure, and quality, so that every element supports that experience.
SUSTAINABILITY IS CORE TO IDMAN, FROM PACKAGING TO FORMULATION. WAS THIS A CREATIVE CHALLENGE, A MORAL IMPERATIVE, OR BOTH? AND HOW DO YOU SEE SUSTAINABILITY EVOLVING IN LUXURY PERFUMERY?
Being as sustainable as possible without compromising on quality or aesthetics was the real challenge. Every detail, from our packaging to production, had to reflect care and intention.
FINALLY, IDMAN FEELS LIKE MORE THAN A BRAND, IT’S A KIND OF SCENT THERAPY. WHAT DO YOU HOPE PEOPLE FEEL WHEN THEY WEAR IT? AND WHAT HAVE YOU DISCOVERED ABOUT YOURSELF THROUGH BUILDING IT?
There’s no set instruction for how you should feel when trying our products. It’s about making it your own. The experience is open, limitless, and yours to take wherever you desire. For me, it’s been the same. Building Idman is an ongoing learning experience. I discover something new every day that sparks the creativity in me.
