Marina Mansour
President, Beauty & Wellness, Kyra
Marina is currently President of Beauty & Wellness at Kyra, the AI-powered creator agency she helped found. Since joining Kyra in 2017, she has been instrumental in scaling its beauty and wellness division into its largest and most influential vertical.
A pioneer at the intersection of digital culture, talent, and brand partnerships, Marina has steered Kyra into collaborations with some of the world’s biggest beauty conglomerates, including; L’Oréal, LVMH, Estée Lauder Companies, Glossier, and COTY, amongst many others.
Under her leadership, Kyra launched its annual Gen Z State of Beauty report, a landmark study that combines qualitative and quantitative insights into how younger generations’ beauty habits are shaped by social media.
Her career began in entertainment and brand partnerships, with early roles at Adidas and Sony Music before becoming the first Head of Brand Partnerships at Polydor Records.
At Kyra, Marina has not only built a business but also built a culture. She is deeply attuned to the rhythms of today’s creator economy and beauty landscape and has used that insight to shape campaigns that feel authentic and culturally resonant. She regularly contributes thought leadership to top-tier publications such as Glossy, WWD, and The Business of Fashion.
Her influence also extends to her own creator presence. Marina has amassed over 1 million likes on TikTok and regularly collaborates with high-profile beauty brands, including Pat McGrath Labs, IT Cosmetics, YSL Beauty, Prada Beauty, Westman Atelier, and Summer Fridays.
Marina is also a sought-after speaker at major industry forums. She is regularly invited to speak at leading marketing and tech conferences, where she has shared her expertise on topics such as AI, the creator economy, the future of beauty, and the ever-evolving relationship between creators, brands, and consumers.
Beyond her professional roles, Marina is deeply passionate about enabling positive change in beauty, advocating for diversity, representation, and innovation in how beauty is created, consumed, and understood. Her work reflects a rare combination of strategy, heart, and cultural fluency.
Why are you involved with The Fragrance Foundation UK?
Fragrance is an ancient form of self-expression, yet it feels more culturally relevant than ever.
Fragrance is experiencing a powerful evolution with a new, digitally native audience who are discovering scent not just in-store, but through creators, conversations and culture online.
I’m excited to bring a perspective shaped by tech and creator economy; a world that understands how communities form, how preferences travel and how storytelling now lives across various platforms. I feel passionately about bridging these worlds, supporting an industry rooted in artistry and heritage to engage meaningfully with new audiences, new formats and new ways of experiencing and talking about scent, without losing the depth and integrity that makes fragrance so special.
Why do you love Fragrance?
It’s deeply personal and beautifully collaborative. A scent can say as much about you as your outfit or your makeup look - but even more powerfully, it can mean one thing to you and something entirely different to someone who engages with you. That duality is what’s so stimulating -it's invisible yet expressive, intimate but shared. It invites interpretation, feeling and memory whilst promoting others’ for their own stories. The connection between the wearer, their audience and the world around them, is so multilayered and I love that.
What is your Scent Memory?
My scent memory has been built by the women in my life.
My mother - the source of my long running skincare habits - loved oils and used one infused with jasmine, every evening, ritualistically. Fresh jasmine to this day makes me stop in my tracks.
Mos days, my grandmother would scent the home with bahoor - wood chips, fragranced with agarwood or oud, soaked in aromatic oils and burned with coal in a censer. I came to understand this as an act of love and welcome.
And my aunties, who have worn oud with warm, woody amber tones my entire life; confident and unmistakably present.
Together, these anecdotes shaped my earliest understanding of fragrance as something powerful. A marker of presence and individuality, rooted in tradition. But most crucially, as a potent form of expression and an essential part of how you present yourself to the world.