The Truth About Winning

Hi ,

I was recording a podcast this morning about my journey from OUI as a “side gig” to becoming a full-time founder. At one point, the host asked whether I think about psychology in my process. Funny enough, I studied psychology in undergrad, so I joked about how good brands are at taking physiological needs and turning them into wants. And in true Karen form, I laughed and said, “It's too bad, I have too much integrity to sell just anything.”

Except…I wasn’t really joking.

I’ve been thinking about that a lot lately. Because sometimes I look around and wonder whether I’ve made this harder than it needs to be. The weight of a bottle. The exact shade of a carton. How something feels in your hand. The detailed composition of a fragrance. Years before I launched Souk Honey, I went to France to study fragrance. Knowing full well most people would never know that I did. But I wanted to learn.

That distinction has been on my mind because lately, OUI has been winning. Awards. Recognition. Incredible press. The kind of things that, as a founder, you dream about. And yes, winning feels good. But the truth about winning is that the award itself is rarely what makes me most proud. It’s knowing what went into the thing before anyone decided it was worthy of an award- in this case Essence Best In Black Beauty for Souk Honey on the heels of Byrdie Beauty Best Milk Fragrance of 2026 for Island Milk.

The number of rounds it takes to finesse a fragrance from good to great.

The note that can't be placed, but transforms your entire experience.

I do notice them. And I notice you. Now that we've done more popups, and I've gotten to meet some of you in person, it's you I see in my creative world when I build.

There will probably always be an easier thing to sell. A simpler story. A faster way to make something and put it into the world.

I can't lie...I sometimes envy that.

But I’m realizing that my job isn’t to make the easiest thing to market.

It’s to make something worthy of your time, attention and your skin.

So when OUI wins something, I’m grateful. Deeply.

But what makes me most proud is...making something for you with an almost unreasonable amount of care.

​

— Karen

Founder & perfumer

https://ouithepeople.com/

​

​