I’ve always believed that scent says more about us than words ever could. It lingers, speaks in memories, and leaves behind a mood you can't quite name. And if you’ve ever come across a Kilian fragrance, you’ll understand it doesn’t just smell good, it feels like something.
Narmina Valiyeva is part of the reason why. As an Azerbaijani woman working on the global team behind Kilian Paris, she brings intention, precision, and softness into a world where luxury is often more image than emotion. With a background that blends strategy and creativity, she doesn’t just shape the brand from the inside - she gives it presence.
We spoke about her earliest memories with perfume, how it feels to walk into a room where no one looks like you, and what it means to lead with quiet power. This is not just a conversation about beauty. It is about identity, elegance, and making space without asking for permission.
1. Was there a moment—scent, ad, person—that made you fall in love with the world of beauty and luxury?
Honestly, when I got the job in the fragrance industry, no one around me was surprised. My friends and family all said the same thing: “This is exactly where you belong.” Even back in school, I was always the fragrance girl—constantly talking about scents, recommending perfumes to friends, and obsessing over notes and bottles.
Looking back, I think it started with my dad. We had this little tradition of going shopping almost every Sunday in Baku, and we’d often stop at big beauty retailers. He would let me choose a perfume, and over time, I built a small collection. I could never bring myself to throw away the empty bottles—they held memories, emotions, moments. What started as a personal passion slowly shaped into something much bigger.
2. What did early rejection or struggle teach you about the industry—or about yourself?
I think everyone goes through that phase after graduation—trying to figure out where they belong, which industry is the right fit, and what position truly matches their skills and ambitions. For me, that process taught me how important it is not to give up. As simple as it sounds, persistence really is key.
A lot of young graduates feel discouraged because it can be difficult to find the exact job you want, especially without much experience. And yes, people around you might say it’s impossible—especially in competitive markets like France. I heard that a lot. But it’s important to block out that noise, stay focused, and believe that if you’re committed and clear on what you want, you will get there. Everyone’s path is different.
3. Describe a day at Kilian Paris—not just the emails and calls, but the moods, the textures, the pace.
It’s a typical corporate day in many ways—I come into the office, which I actually enjoy because I’m definitely an office person, and I really like our space. My day is usually packed and moves fast. One moment I’m in a meeting discussing strategy, forecasts, or pricing, and the next I’m jumping into a conversation about the creative direction for an upcoming campaign.
It requires switching gears constantly, so you need to be agile, focused, and ready to react quickly. The pace is intense, and the workdays are long, but it’s also dynamic and keeps you sharp. There’s always something new to solve or create.
4. Which campaign or launch changed the way you saw yourself as a creative professional?
There isn’t one specific campaign I can point to, especially since many of the ones I’ve worked on haven’t launched yet. But what I can say is that with each new project—especially from a creative standpoint— I discover new ways to tell a story.
Every fragrance has its own world, its own emotion to express, and with each brief, I try to approach it from a fresh angle. There’s always that moment where I think, “I could push this further,” and that mindset pushes me to evolve creatively. It’s a continuous process of learning, and stretching my perspective a little more each time.
5. What grounds you in the chaos of global marketing?
Knowing why we do it. When I see someone hold our bottle or talk about one of our perfumes I get weirdly proud and emotional knowing that my job has partly contributed to this.
6. Cannes is glittering, intense, a stage for myth-making. What’s the most surreal moment you lived there?
Cannes is truly a magical place. It goes by quickly, but it really feels like a dream while you're there. Of course, being surrounded by celebrities is exciting in its own way, but for me, the most surreal moment was when I walked the red carpet with some of our talents and had the chance to attend a film premiere.
It was last year, and I saw L’Amour Ouf— directed by a French director and casting Francois Civil - a beautiful, emotional film that genuinely gave me goosebumps. Sitting there, so close to these incredibly talented people from the world of cinema, felt unreal. It’s one of those moments that stays with you.
7. From concept to carpet—how does Kilian “show up” at an event like Cannes?
What people see from the outside at Cannes is just the tip of the iceberg. Behind that smooth, elegant presence is a huge amount of work. It takes a lot of preparation, coordination, and teamwork to make sure everything runs flawlessly. There’s real people power behind every moment—making sure the experience feels seamless and effortless, even though it’s anything but.
The goal is to offer our talents not just visibility, but a meaningful moment with the brand making sure they feel fully immersed in our world, we want them to leave with an experience that’s both luxurious and personal. It’s not just about showing up—it’s about showing up with purpose.
8. Working with celebrities comes with diplomacy, trust, and vision. Have you ever had a moment that felt cinematic, almost unreal?
It’s true that working with celebrities requires a lot of diplomacy—but it also requires empathy. At first, it does feel completely surreal. You’re suddenly surrounded by people you’ve seen on screens or in magazines, and you can’t help but have a “wow” moment.
But over time, you realize that they’re just people at the end of the day. They get tired, hungry, stressed—just like anyone else. So it becomes really important to stay grounded and remember that you’re simply working with another human being. That’s when communication becomes not just professional, but human.
As for cinematic moments, I think the one that always sticks with me is the last 10 minutes before the talents leave for the red carpet in Cannes. Everyone is getting ready, there’s this electric mix of excitement and nerves, and it all happens so fast. Watching that moment unfold from the sidelines always feels a bit surreal—like you’re watching a movie from behind the scenes.
9. How does your Azerbaijani heritage influence your eye for beauty, style, or storytelling?
I grew up in a culture where beauty has always held meaning—especially for women. It’s not just about appearance, but about how you carry yourself, how you present your energy and presence to the world. There’s a deep-rooted pride in looking polished, composed, and elegant, and I was surrounded by women who embodied that—strong, graceful, and always put-together. My grandma was one of the best examples—she loved dressing up and always wore perfume, even when she was just at home. It definitely shapes your eye for beauty. I grew up surrounded by rich visuals—my mom has always loved creating a beautiful home, and I think I picked up a lot from her sense of decor. My aunt was the one who introduced me to fashion—she would always explain why certain pieces work together or why something felt elegant. And around me, there were always paintings, colors, and details that stayed with me. All of that naturally built my taste over time, even before I realized it.
10. What’s one thing about Azerbaijan you wish more people in the industry knew or appreciated?
I wish more people knew how much opportunity there is in Azerbaijan—both creatively and professionally. There’s such a rich culture, deep history, and aesthetic heritage that often gets overlooked. From architecture to visual arts, there’s so much inspiration to draw from.
And honestly, the beauty industry is huge in Azerbaijan. People are incredibly engaged, passionate, and knowledgeable when it comes to beauty and self-expression. It would be great to see more recognition of that on the global stage.
11. Outside of the office, what truly moves you—poetry, cinema, strangers on the street?
I live in Paris, a city I absolutely love—and honestly, the city itself constantly inspires me. Just walking around, you always find a corner you’ve never seen before. I love discovering new places, little cafés, that kind of everyday beauty really moves me.
Travel is also something I turn to when I need to truly disconnect. Living in Paris makes it easy to do short trips, and if I can, I always try to escape somewhere by the sea. It helps me reset.
And most of all, I feel really inspired by the people around me. Its important for me to be surrounded by people who push me to grow, who motivate me, and who I learn from every day. That’s something I value deeply.
12. What’s a beauty moment—past or present—that gives you goosebumps every time you recall it?
I once went to watch Sephora's short film Beauty & Belonging, directed by Ukrainian filmmaker Anastasia Mikova. The documentary features conversations with over 75 Sephora employees and founders of iconic beauty brands, exploring how beauty can empower individuals from all backgrounds—different races, genders, abilities—and help them feel seen and confident
It reminded me that beauty isn’t about fitting into one mold—it’s about expression, identity, and inclusion. That message gave me goosebumps. It’s the kind of storytelling that really shows the emotional power of our industry, and why it matters.
13. What’s a truth you’ve learned about power, femininity, or presence from working in luxury beauty?
Something I think about often—and truly admire—is how many women in the beauty industry manage to do it all. This is an industry largely led by women, and what stands out to me is not just their talent and dedication, but their strength. Most of them are incredibly driven, passionate about what they do, and always striving for more. At the same time, they are amazing mothers, they have rich personal lives, and somehow, they manage to be fully present in all these roles.
From the outside, it often looks seamless—even though I know it takes immense effort. They show up looking polished and composed, ready for anything, and that kind of presence is incredibly powerful. Working in this environment has made me realize just how multifaceted and strong women are. We really can be everything, everywhere, all at once—and do it with grace.
14. What advice would you give to other young professionals from Azerbaijan dreaming of a global career in fashion or beauty?
I would tell them to start before they’re ready. It’s something I truly believe in. You don’t need to have everything figured out to take the first step—sometimes it really is a "fake it till you make it" moment. But what matters is believing in yourself and in your ability to grow.
No matter where you come from or what your background is, if you’re passionate about what you do and dedicated enough, you will find your path. There’s always an opportunity to succeed if you’re willing to put in the effort.
Another key thing I’ve learned—especially moving from Baku—is the importance of stepping out of your comfort zone. It’s not always easy, but it’s where real growth happens. And with that comes one of the most valuable soft skills: adaptability. Being open to change without forgetting your roots, learning to adjust to your environment and the people around you—that flexibility is essential, especially when building a career abroad.
