Paola El Sitt is the founder and creator of the Mlle Paola perfume line and JOI, a cloud-kitchen venture recognized by Vogue Arabia as one of the region’s top six healthy food services.

With a digital audience of more than 1.5 million followers, Paola has collaborated with leading global brands across beauty, lifestyle, fashion and real estate, including Versace and Dsquared2.

Beginning her career in social media, she has since expanded into food and beverage, fragrance and lifestyle, building ventures centred on creativity, quality and meaningful audience connection.