UAE home-grown perfumes expand business globally on higher demand

Khaleej Times

10-03-2025

The UAE's home-grown perfume manufacturers are expanding their business by establishing more stores across the world due to higher consumer demand for oud-based oriental perfumes.
In addition to the big four brands, namely Ajmal, Rasasi, Al Haramain and Swissarabian, Ahmed Al Maghribi Perfumes is also expanding its network of stores across the GCC, Far East, Europe and North America.
Fragrances play a vital role in the Arabian culture wherein individuals spend a substantial part of their incomes on perfumes. The consumption of oriental and oil-based fragrances jump during the holy month of Ramadan as worldwide Muslims use mostly oil-based and oud-based fragrances, in line with the Islamic cultural rites. The UAE has now become a hub of oriental perfumes manufacturing and consumption.
According to McKinsey & Co., the perfume market in the Middle East and North Africa is experiencing robust growth that is expected to reach $5.4 billion by 2032. 'With $4.5 billion in revenue in 2022, marking a 19 per cent leap from 2021, projections indicate further expansion. Between 2024 and 2032, analysts predict that the market will experience a surge, with a projected Compound Annual Growth Rate (CAGR) of 7.5 per cent. By the end of the decade, the industry is expected to reach a substantial $5.4 billion, primarily driven by strong growth in Saudi Arabia and the UAE,' the consultancy said in a report.
The UAE represents one of the major producers and exporters of perfumes around the world, owing to the rising demand for exotic and fine fragrances. Traditionally, perfumes were prepared manually and then introduced in the souq, a local marketplace. However, the advent of western brands in the region has resulted in the introduction of fragrances with French elements. Consequently, both regional and global perfume manufacturers are formulating strategies to expand their businesses in the country. As per the latest report by IMARC Group, the UAE perfume market size reached $748.9 million in 2024.
One of the key trends in the UAE perfume market is layering, wherein two or more perfumes are employed to create a unique and highly personalized fragrance. At present, consumers favour natural scents that have rich and warm oriental fragrances with ingredients such as oud, musk, amber and exotic flowers. Moreover, oil-based fragrances are preferred by individuals in the country owing to their longevity. In addition to this, the willingness among men and women to use perfumes for improving their personality is strengthening the market growth. Looking forward, the market is projected to reach a value of $1.72 billion by 2033, expanding at a CAGR of 9.22 per cent during the forecast period (2025-2033).
Meanwhile, a number of new brands are also emerging from the UAE, such as Makkaj, Faridah and Enliven – to name a few newcomers. Ahmed Al Maghribi Perfumes, which has recently celebrated its 25th Anniversary, has a strong growth vision that will see the company expand into new territories while strengthen its presence in the GCC with scores of new stores.
'We have achieved considerable growth over the last 25 years. However, in the next few years, we have exciting plans for the future – expand beyond regional borders, positioning the brand on the global stage with increasing recognition and reach. In this journey, we continue to grow and innovate in both product offerings and customer experience,' Kafeel Ahmed, founder and chairman of Ahmed Al Maghribi Perfumes, says. 'We are now aiming to expand further into international markets, setting new standards for quality and service. We are focused on sustainable growth, enhancing brand reputation, and fostering deeper connections with customers globally.'
Established in 2000, Ahmed Al Maghribi Perfumes has grown from a small outfit in the last quarter of a century to become one of the largest perfumes manufacturers, wholesaler retailer and exporter in the Gulf Cooperation Council (GCC) region. It currently has a strong network of 180 stores across the UAE, Saudi Arabia and the GCC countries, exporting to more than 160 countries including United Kingdom, Europe – in Bulgaria and Italy, Azerbaijan and a few other Central Asian destinations as well as Chicago and Dallas in the United States, where the local distributors maintain its presence.
Of the 180 retail stores, 80 of them are located in the UAE, 30 in Saudi Arabia, 45 in Oman, 10 in Bahrain, 10 in Qatar and five serving customers in Kuwait. With more than 1,000 employees, it serves a customer base of 55,000 in the UAE mostly comprising of Emirati and Arab customers who love the oriental fragrances.
'We started the business with a vision and humble roots, growing from a small-scale operation to a well-known brand across the GCC. Our success is a combination of Allah's blessing, our strong teamwork and dedication, in addition to the founder's vision and passion – driven by a genuine passion for excellence, craftsmanship and customer satisfaction. We are grateful for the opportunity to build a brand that serves the community and creates lasting impact. As a UAE home-grown perfumes brand, we are continuously growing and evolving with times, introducing new line of contemporary collection while retaining our signature quality in our products. I take this opportunity to thank all our customers near and far and wish the all the best.'
Ahmed Al Maghribi Perfumes recently celebrated its business excellence through its 25th Anniversary or Silver Jubilee – by sharing its success with customers with a Mega Raffle Draw that saw 57 winners walk away with many prizes including a Jetour T2 SUV luxury vehicle, 7 iPhone 16s, and other prizes.
It produces a wide range of oriental perfumes, including oud, bukhoor, oil-base high-quality perfume blends as well as spray-based occidental fragrances. Established by Kafeel Ahmed, a Non-Resident Indian (NRI) fragrance specialist, who turned his passion and expertise into a global enterprise that serves hundreds of thousands of customers in more than 20 countries in the world.
It has a large manufacturing plant in Ajman from where the products are manufactured, packaged and shipped to its network of retail outlets and distributors across the world. The company plans to open at least five new outlets in Saudi Arabia, where business is growing due to ongoing economic reforms and massive infrastructure development.