Eau de Moe

Eau de Moe is an independent fragrance brand founded in 2022 by Mohammad Khalaf, known as Moe, who is also the creator of Kajal Perfumes [7]. The brand is built around a single idea: every scent is named after a person close to the founder, and the line is presented as an autobiography told through perfume. Its tagline is "Perfumes That Tell A Story."

The company sells directly to customers through a Shopify storefront and ships to markets across Europe and North America. It remains active, with new fragrances released as recently as 2025.

The brand was created by Moe Khalaf, a perfumer described on retailer and fragrance-database bios as "the creative mind behind the Kajal brand" [7][8]. According to one German retailer, Khalaf set up Eau de Moe as a separate project dedicated to his family, distinct from his earlier Kajal label [8].

Eau de Moe describes itself as the meeting point of two interests. On its homepage the company writes that the brand "was created to help share the interpretations of a fusion: 'scent and art'," with inspiration drawn from "a life filled with wandering travels, different adventures and sparkling discoveries." A retailer bio frames the founder as someone "driven by a passion for creativity, whether in art, fragrance or design," who "made it his mission to tell you a perfume story based on his personal experiences" [8].

The brand's country of origin is recorded differently across sources. Eau de Moe's own registered legal entity, EMMKAY BEAUTE TRADERS AND CONSULTANTS INC., is based at an address in Toronto, Canada [3], and fragrance-database notes state that Khalaf moved to Canada in 2012 and registered his perfume business there [7]. A German retailer instead lists the brand's origin as Italy, naming a Rome-based company, World Luxury Distribution Srl, as the manufacturer [8]. The Italian entity appears to be the European manufacturer and distributor rather than the brand's home; the company itself operates from Canada.

Eau de Moe organises its catalogue into "chapters," each gathering scents named after a different part of the founder's life. The first collection, Chapter I, is described by the brand as honouring "my mother, sisters, and brother," whom it calls "the foundation of my human experience." Chapter II is dedicated, in the company's words, to "the laughter, wonder, and boundless energy of the youngest souls in my life — my nieces and nephews." Each bottle, the brand says, is "a tribute, not to places or passing trends, but to the people who shaped him."

The line is positioned as an accessible counterpart to the founder's better-known label. According to fragrance-database notes, Eau de Moe is priced roughly 50% below Kajal [7]. Fragrances are sold as eau de parfum in full 80 ml bottles alongside small discovery sizes, and the brand distributes its products itself rather than through wholesale retail.

Eau de Moe launched in 2022 with its Chapter I fragrances, among them Tariq and Amal [7]. Tariq, released that year, drew reviews that compared it to higher-priced niche perfumery [9]; Amal was received as a floral, powdery scent. The brand builds its fragrances around conventional top, heart and base structures: Solomon, for example, opens on Spanish lemon, green mandarin and Italian bergamot and settles into amber, white musk and cedarwood.

Later releases extended the catalogue: Senna, a creamy-green unisex scent, arrived in 2024 [11], and the Chapter II collection — including Adam, Cece and Lulu — followed in 2025 [12]. On the fragrance database Fragrantica, the brand's perfumes carried an average community rating of 7.9 out of 10 across 143 ratings as of mid-2026 [7].

Eau de Moe is an active brand. Its most recent visible activity is the 2025 Chapter II collection, and its online store remains operational with a 2026 copyright notice [12]. It is a small indie fragrance house run by Khalaf and reaches customers in several European and North American countries through international shipping, rather than through a wide retail presence.