One key highlight of Beautyworld Middle East 2025 was its ‘unprecedented’ showcase of scent, led by trend-setting Middle Eastern fragrance houses that are shaping the global olfactory map. With exotic scents and lavish packaging, Arabian fragrance has earned the global spotlight. 

Global fragrance sales data from Circana reveals that in the first half of 2025, the mass market was up 17%, while the prestige category rose by 6%, concluding that markets are being fueled by “significant demand” for Arab-inspired perfumes. Underscoring this, data from Spate shows that TikTok and Google searches for “Arabian perfume” have grown by over 60% in 2025.

The region’s perfume culture, based in craftsmanship and heritage, is evolving into a modern powerhouse. Names like Amouage, Kayali (a finalist in the BWME 2025 Awards), Lattafa, and Armaf are leading the way, combining “artisanal roots with international ambition.”

Arabian Oud continues to bridge heritage with expansion, while Lattafa and Armaf push into Western markets with influencer-driven campaigns that have helped grab the first and second spots in TikTok Shop sales this year, and Swiss Arabian reinforces its legacy as the UAE’s first perfume house with a dynamic new export strategy.

Lattafa has already seen significant international success, marked by its recent takeover of the Iron 23 building in New York for a “Bite Me Bakery” pop-up inaugurating its new Give Me Gourmand fragrance collection.

Within the Middle East and North Africa region, fragrance reached an 11% annual growth, according to Euromonitor’s 2024 data. 

A Show Within a Show: The Fragrance Universe at Beautyworld

Spanning 22 halls and featuring over 2,500 exhibitors from more than 70 countries, Beautyworld Middle East 2025 cemented Dubai’s position as the largest global trade platform for fragrance. Ingredient suppliers, perfumers, brands, and retailers gathered to define the future of scent. At its core was a robust, multilayered education program.

“Beautyworld gives fragrance the stage it deserves,” says Ravi Ramchandani, Show Manager of Beautyworld Middle East. “It’s not just another category—it’s the heartbeat. We delivered a 360° showcase for perfumers, ingredient houses, and innovators alike.”

Staying Ahead of the Curve

Among the regional luminaries is Ajmal Perfumes, which has embraced the concept of a ‘fragrance wardrobe’—offering flexible layering formats and gifting sets designed for diverse global markets. As Amandine Nikuze, Vice President of Perfumery at Ajmal, explains, “It requires us to stay closely attuned to evolving consumer preferences and retail dynamics to keep Ajmal ahead of the curve.”

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