20-05-2025
- Entertainment
- Khaleej Times
Ajmal Perfumes introduces Aurum Elixir: The new gold nectar – where indulgence meets instinct
Ajmal Perfumes, a brand long synonymous with the mastery of perfumery, has announced the launch of Aurum Elixir, a unisex amber gourmand fragrance that reimagines opulence for the modern world. The latest in the iconic Aurum family, Elixir embodies Ajmal's evolving perfume philosophy - bridging instinctive sensuality with bold sophistication.
Inspired by golden nectar, Aurum Elixir is designed for the contemporary individual who seeks a scent that is layered, indulgent, and elegant. It captures the essence of golden warmth, delivering a perfume experience that is as bold, as it is intimate.
The story behind Aurum Elixir is rooted in Ajmal's vision to explore new facets of identity through fragrance. For Abdulla Ajmal, CEO of Ajmal Group, this launch represents a continuation of the brand's pursuit of the evolution of individuality. He said: "For a fragrance enthusiast, what scent they wear is a statement of their own identity. With Aurum Elixir, we wanted to deliver a fragrance that invites the wearer to express their unique dualities without boundaries."
Crafted for the fragrance connoisseurs, Aurum Elixir opens with a sparkling trio of bergamot, blackcurrant, and strawberry, setting the stage with a burst of vibrant energy. At the heart, a blooming jasmine note is softened by molten caramel and anchored by the textural warmth of cashmere wood. The dry down is deep and enveloping, revealing earthy patchouli and creamy vanilla, leaving a lasting impression that is both sensual and serene. Its formulation captures the richness of amber, the irresistible comfort of gourmand notes, and a floral heart that adds radiant complexity.
Presented in a luxurious 75ml bottle with 30% dosage making it strong, long-lasting and opulent, Aurum Elixir reflects Ajmal's dedication to quality craftsmanship while speaking to contemporary sensibilities. This modern interpretation of amber gourmand is deliberately created without gender boundaries, welcoming anyone drawn to bold softness and elegant intensity. Ajmal added: "With Aurum Elixir, we wanted to craft something that feels intentional which resonates on a more personal level. Aurum Elixir was about trusting the creative process and letting the fragrance evolve from a place of instinct. Every element, from the choice of ingredients to the final composition, was shaped by a desire to create something lasting and timeless and we believe we have achieved just that with the Aurum Elixir."
Aurum Elixir is now available across the GCC at Ajmal Perfumes boutiques, select online platforms, and authorised retailers, priced at Dh210 in the UAE, SAR 230 in Saudi Arabia, QR 215 in Qatar, OMR 22 in Oman, BHD 23 in Bahrain, and KD 17.750 in Kuwait.
