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What are you searching for?
“Arabian perfume” searches have grown dramatically on TikTok and Google.
January 19, 2026
By: Jamie Matusow
A key highlight of Beautyworld Middle East 2025 was 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.
According to Spate data, TikTok and Google searches for “Arabian perfume” have grown by more than 60% in 2025.
The region’s perfume culture is evolving. 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.
Spanning 22 halls and featuring more than 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.”
Among regional standouts is Ajmal Perfumes. It has embraced the concept of a fragrance wardrobe—offering flexible layering formats and gifting sets designed for diverse global markets.
This story initially appeared on beautypackaging.com, a sister publication to Happi.
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