By Ons is luxury beauty brand rooted in emotion, memory, and the quiet power of joy.

Founded by world-renowned athlete and philanthropist Ons Jabeur—known as the “Minister of Happiness”—the brand is a personal expression of her journey, her heritage, and her belief that happiness is a strength.

“I want to show girls from my region that they can do anything—that nothing is impossible.” This conviction drives every creation at by Ons. Each fragrance is more than a scent. It is an experience—designed to evoke feeling, awaken memory, and create moments that nourish the soul.  Inspired by memory, self-love and the intimacy of self-expression, every creation transforms the everyday into something meaningful—something felt.

We believe that beauty begins within, and that happiness is a force—one that empowers, uplifts, and allows you to step fully into yourself. Through fragrance, that feeling becomes tangible. A quiet source of confidence, and a reminder of your own strength.

Happiness is Power. Beauty is You.