The UAE‭ ‬-‭ ‬long recognised as a hub of perfumery in the Arab world‭ ‬-‭ ‬is poised to elevate its olfactory legacy to new heights‭. ‬According to a recent report by a global management consulting firm‭, ‬the UAE perfume market is expected to surge from‭ $‬748.9‭ ‬million‭ (‬Dh2.75‭ ‬billion‭) ‬in 2024‭ ‬to‭ $‬1.72‭ ‬billion‭ (‬Dh6.3‭ ‬billion‭) ‬by 2033‭, ‬at a compound annual growth rate of 9.22‭ ‬per cent‭.‬

IMARC Group noted this robust growth is being driven by a confluence of factors‭: ‬“The enduring popularity of oriental fragrances‭, ‬a digitally savvy new generation of consumers‭, ‬luxury tourism‭, ‬and an increasing‭ ‬focus on sustainability and innovation‭.‬”

But as the UAE's perfume sector strides towards a billion-dollar future‭, ‬it remains grounded in the elements that first set it apart‭: ‬craftsmanship‭, ‬storytelling‭, ‬and an unmatched sense of scent‭. ‬With Dubai continuing to evolve as a global luxury capital‭, ‬fragrance has become a vital expression of identity‭, ‬culture‭, ‬and status‭.‬

“While international brands have firmly established their presence in the Arabian Peninsula starting with the UAE‭, ‬traditional oriental fragrances continue to be the heart of the region's olfactory identity‭ ‬-‭ ‬highly sought after not only by locals but also by Western consumers‭,‬”‭ ‬said Abdulla Ajmal‭, ‬CEO of Ajmal Group‭.‬

From its humble roots‭, ‬beginning with Dh25‭ ‬and the vision of late founder Haji Ajmal Ali‭, ‬Ajmal Perfumes has grown into a regional empire and global player‭. ‬The company opened its first Dubai store in 1976‭ ‬and continues to innovate while holding fast to its heritage‭.‬

“The future of fragrance retail lies in balance‭. ‬While nothing will ever fully replace the sensory richness of walking into our perfume stores‭, ‬convenience-first consumers are rewriting how luxury is accessed‭,‬”‭ ‬said Ajmal‭, ‬the founder's grandson‭.‬

“Digital innovation‭, ‬personalised experiences‭, ‬and strategic sampling have redefined how people explore and purchase perfumes‭, ‬paving the way for a more accessible and experiential online fragrance market‭.‬”

Ajmal pointed out that consumers still prefer in-store purchases for items like agarwood chips and Dahn Al Oud oils‭, ‬but spray perfumes are increasingly bought online‭, ‬especially for repeat purchases‭.‬

Other scent designers also highlighted that for local perfumers today‭, ‬one of the key challenges is standing out in a fast-paced‭, ‬trend-driven digital landscape‭.‬

“With consumers in Dubai becoming more convenience-focused and digitally native‭, ‬it's crucial to capture their attention quickly and meaningfully‭. ‬But that's also where the opportunity lies‭ ‬-‭ ‬by embracing e-commerce‭, ‬storytelling‭, ‬and social media‭, ‬local brands can build direct‭, ‬authentic connections with niche audiences‭. ‬Success now depends on being agile‭, ‬innovative‭, ‬and deeply in tune with both global trends and local cultural preferences‭, ‬all while staying true to your brand's identity‭,‬”‭ ‬said Munira Rahman‭, ‬chief marketing officer‭, ‬director‭, ‬and brand ambassador of Al Haramain Perfumes‭.‬

While global brands remain influential‭, ‬UAE-based companies are innovating with distinctly local flavours‭. ‬Homegrown brand Enliven Perfumes‭, ‬for instance‭, ‬is turning to a hybrid of tradition and trend‭. ‬“As UAE's homegrown perfume brand‭, ‬we have looked into the needs of the younger GenX and their tastes‭. ‬We found that they want something new that has the local Arab touch‭ ‬–‭ ‬such as Oudh-based perfumes‭ ‬–‭ ‬but it must smell modern‭,‬”‭ ‬said Khandaker Hashibuzzaman‭, ‬managing director at Enliven Perfumes‭. ‬“We maintain a higher level of concentrate‭ ‬-‭ ‬at least three times higher than the average perfume available in the market‭ ‬-‭ ‬so that they last at least 18–24‭ ‬hours‭,‬”‭ ‬he added‭.‬

With new generations seeking not just scents‭, ‬but stories behind them‭, ‬social media has become the new scent strip‭. ‬“Fragrances come with stories and this needs to be communicated to the consumers loud and clear‮...‬‭ ‬We need more interesting stories‭ ‬behind perfume notes‭ ‬-‭ ‬that will go a long way in getting customer loyalty‭,‬”‭ ‬added Hashibuzzaman‭. ‬“Sustainability is gaining popularity in business activities‭. ‬It is important to be trendy and if one could build in sustainability‭, ‬then the story gets interesting to the customers‭.‬”

Niche is the new normal

Meanwhile‭, ‬brands like Ahmed Al Maghribi Perfumes are curating unique‭, ‬limited-edition offerings to cater to young‭, ‬experience-driven shoppers‭.‬

“Ahmed Al Maghribi Perfumes is embracing this shift by creating modern‭, ‬niche collections that reflect a fusion of Emirati heritage and contemporary taste‭,‬”‭ ‬said Kafeel Ahmed Gudekar‭, ‬CEO and founder of the brand‭.‬
“We partner with regional influencers and reviewers to build trust and connect with digital-native audiences‭. ‬We offer personalised gifting options and exclusive lines that feel bespoke and culturally relevant‭.‬”

Culture meets commerce

With Dubai welcoming more than 17‭ ‬million visitors in 2023‭, ‬the synergy between tourism‭, ‬luxury retail‭, ‬and perfume culture is stronger than ever‭. ‬The sensory appeal of the UAE's fragrance offerings often becomes a tangible souvenir for travellers seeking an immersive experience‭.‬

According to Euromonitor‭, ‬the GCC region's appetite for premium and niche scents has grown significantly over the past five years‭, ‬with the UAE leading the charge‭. ‬The rise of experiential perfume bars‭, ‬custom blending studios‭, ‬and AI-powered scent consultations across the Emirates signals a new‭ ‬phase in fragrance retail‭ ‬-‭ ‬where legacy meets lifestyle‭.‬

Dubai Duty Free recently announced that half-year sales posted a 5.34‭ ‬per cent year-on-year increase‭, ‬with turnover reaching Dh4‭.‬118‭ ‬billion for the first six months of 2025‭. ‬

Perfumes‭, ‬beverages‭, ‬cigarettes and tobacco‭, ‬gold‭, ‬and confectionery retained the top five category positions‭. ‬Perfume sales reached Dh744.24‭ ‬million‭, ‬contributing 18‭ ‬per cent of total revenue and showing an increase of five per cent over the same period‭ ‬last year‭. ‬

Sharon Beecham‭, ‬senior vice-president‭ ‬-‭ ‬purchasing at Dubai Duty Free‭, ‬said‭: ‬“The key drivers in fragrances growth are the niche perfumes‭, ‬the Dubai Duty Free or Travel Retail exclusive products and the strong new launches‭. ‬We will continue to expand the offer of niche fragrances‭, ‬which are already showing a double-digit growth‭. ‬In‭ ‬partnership with the top perfume brands we have plans for the second half of this year and for 2026‭, ‬to‭ ‬launch new exclusive products and activate tactical promotions‭.‬”

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