Amid the global rise of Middle Eastern fragrances, the Mane Group inaugurated its new regional offices in Dubai on December 12.
“Mane’s identity as an independent, family-led company strongly resonates with the Middle East’s entrepreneurial culture, where long-term partnerships and shared values are essential,” Samantha Mane, the group’s chairwoman and CEO, noted. “This alignment has enabled Mane to develop deep-rooted relationships and a strong market understanding over its 20 years in Dubai. With expansion plans already underway in the larger Middle East, I am confident this spirit will lead us to new successes in the region.”
The family-owned group, which established its first operations in the region in 2005, holds a regional market share of 8.5%, driven by “innovation, long-term partnerships, and deep consumer insight,” across home care, personal care, fabric care and fine fragrance segments.
Mane says its proprietary technologies, including long-lasting Manencaps solutions for powder detergents and its Freshplex malodor control platform, have contributed to the success of numerous iconic consumer products across the region.
Multicultural hub
With 2,100 m² of net usable space, the site brings together 68 employees from more than 15 nationalities, illustrating Mane Dubai’s role as a multicultural regional hub.
Equipped with cutting-edge creative and application laboratories, fully digitized sensory facilities, and some of the region’s most advanced sensory booths, the hub enhances the Group’s capacity to deliver proximity, speed, and customized solutions to its partners.
A team of dedicated regional perfumers — with an additional perfumer soon to join — works alongside 25 fragrance and technical experts to design fragrances tailored to Middle Eastern preferences and product formats.
Expansion plans
Looking ahead, Mane highlights that the larger Middle East, including the UAE, Saudi Arabia, Turkey, Pakistan, Egypt and Jordan, will remain one of the Group’s highest-priority growth regions through 2031.
Expansion plans are already underway, including the soon to be opened office in Riyadh and upcoming reinforcements in key regional markets.
