Arabian perfumery goes global: Inside Beautyworld Middle East 2025

With over 2,500 international and local exhibitors, the 29th edition of Beautyworld Middle East — held from 27-29 October 2025 across 22 exhibition halls at the Dubai World Trade Centre — delivered an event of unprecedented scale. The strong momentum of local perfume brands has been a major driver of this success.

The perfume industry took center stage at the largest trade fair in the Middle East this year, which featured an unprecedented number of dedicated spaces, events, and a specialized conference program.

“Beautyworld gives fragrance the stage it deserves,” said Ravi Ramchandni, Show Manager of Beautyworld Middle East. “It’s not just another category — it’s the heartbeat.”

Tradition and trends

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% - markets that 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.

“Middle East are growing fast on the global level,” Xavier Renard, Global Head of Fine Fragrance at Givaudan, recently told Premium Beauty News. “They offer affordable creations crafted by high-profile perfumers. This model is attractive to today’s well-informed consumers, who seek quality products.”

Today, a group of trend-setting Middle Eastern fragrance brands are shaping the global olfactory map. The region’s perfume culture, anchored in craftsmanship and heritage, is evolving into a modern powerhouse. Names like Amouage, Kayali, Lattafa and Armaf are leading the transformation - marrying artisanal roots with international ambition.

Lattafa, for instance, has seen significant international success, marked by its recent take over 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 (MENA) region itself, fragrance is enjoying 11% annual growth, according to Euromonitor’s 2024 data.

Global ambitions

“Middle Eastern fragrance brands are shaping the global landscape. Their presence is growing fast in major markets like the U.S. and Brazil, and are increasingly serving as a benchmark for international brands,” said Marina Lacerda Faria, Fragrance Marketing Manager at Argeville in Dubai.

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. The brand is experiencing strong growth in the Americas (North and South) and in South Asia , particularly in Thailand and Indonesia.

“Oud is becoming a global phenomenon, and we’re the kings of oud,” Abdulla Ajmal the company CEO, told Premium Beauty News.

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.”

Meanwhile, Lattafa and Armaf push into Western markets with influencer-driven campaigns that have helped grab leading spots on in TikTok Shop sales this year.

“With hundreds of launches each year, the Middle East has become a hub of creativity and distinctive fragrance trends,” said Alexandrine Demachy, President of French fragrance house SFA Neroli.

It was only natural that perfume manufacturers and numerous ingredient suppliers turned out in force at Beautyworld Middle East, reflecting their shared goal of driving the success of regional fragrance brands.

Takasago for instance will launch a creative center in Dubai in early 2026. “Our goal is to strengthen our teams and expand our presence across the region, without ever compromising on excellence. The Middle East is fast becoming a true center of creativity, and we see ourselves as an important part of that story,” said Sylvain Eyraud, VP Global Marketing and Communication, Fragrance.