About

The Founders

Nili Shah

Director of Creative & Brand Experience

Nili doesn't just create scents. She reverse-engineers feelings.

With a background in psychology and perfumery, she understands why you're drawn to a fragrance before you can explain it. She thinks in moods, memories, and moments and then builds products around them. Her instinct for scent is sharp, intentional, and a little obsessive in the best way.

Before NOZE, Nili was already doing this at scale. She has built fragrance-forward D2C brands from the ground up — brands where scent isn't a feature, it's the entire identity. Most recently, she founded and runs Madam Hemp, a wellness brand built around the belief that relief shouldn't just work, it should feel like something. Designed for pain care and everyday body recovery, every Madam Hemp product is formulated to perform and crafted to smell extraordinary. Because Nili has never believed that functional and beautiful are a trade-off. In her world, the scent is part of the healing.

At NOZE, she leads fragrance architecture and product refinement, shapes the visual brand, and structures the website experience so it feels seamless and intuitive. She also drives B2B partnerships, expanding NOZE beyond just the screen.

If it looks distinct, smells unforgettable, and feels thoughtfully put together…that's Nili's world.

Favorite notes she loves sniffin' — Pandan and Mango Sticky Rice.

AliAsgar Shakeer

Director of Product & Strategy

Ali doesn’t just “develop products.” He makes them real.

With over a decade of running his own manufacturing facility, Ali can take an idea from a rough sketch to a 3D-printed prototype to a fully scaled production run. Materials, moulds, mechanisms — he understands how things are built and how to build them properly. Just as importantly, he knows how to build the systems behind them: clear operating procedures, strong guardrails, and uncompromising quality management that keep ideas consistent long after launch day.

He’s launched multiple brands from the ground up, so he doesn’t just think like a manufacturer. He thinks like a founder. Vision in one hand, technical drawings in the other.

At NOZE, he leads business strategy and direction, product development and technical systems, shapes the brand narrative, and drives offline marketing and activations.

From the structure of the Ring, our star performer, to the precision of our inhalers, Ali makes sure every NOZE product is engineered to work exactly as designed and built to perform that way every single time.

Favorite notes he loves sniffin'- his dog, the first rain on a grassy field, and homemade biryani.

Aaina Goel

Director of Growth & Business Operations

Aaina doesn’t guess. She tracks.

With a strong background in online marketing for D2C brands, she knows exactly what works, what flops, and what just looks good on a mood board but never converts. Quick commerce algorithms? She understands them. Marketplace dynamics? She reads them like data poetry.

She’s a numbers-first thinker who believes growth should be measurable, repeatable, and very intentional. If the dashboard doesn’t make sense, she’ll fix the system until it does.

At NOZE, she leads online revenue growth, marketplaces, influencer strategy, and social media agency hygiene. She also oversees warehousing and logistics, finance and compliance, and ensures business reporting stays sharp and crystal clear.

If the numbers are moving, the inventory is flowing, and the backend is behaving — that’s Aaina running the engine.

Favorite notes she loves sniffin'- New handbags and new shoes.