Make the seasoning. In a small bowl, mix the paprika, onion powder, garlic powder, salt, black pepper, cayenne, oregano, thyme, and brown sugar (if using) until well combined.
Prep the salmon. Pat the fillets dry with paper towels. Brush both sides with melted butter, then press the spice mixture firmly onto the flesh.
Preheat. Preheat the air fryer to 400°F (200°C) for 3–4 minutes.
Arrange. Place the fillets in the basket skin-side down, not touching or overlapping, so air circulates evenly.
Cook. Air fry at 400°F for 8–10 minutes, until the salmon flakes easily with a fork and reaches an internal temperature of 145°F (63°C).
Serve. Remove carefully, squeeze fresh lemon over the top, garnish with herbs if desired, and serve immediately.