In recent years, Arab style fragrance brands have seen significant growth and become an important force in the perfume market. Since 2021, the overall category of perfume has maintained rapid expansion. In the first half of 2025, the high-end market will grow by 6% and the mass market by 17%. Among them, the increasing attention to Arabic style fragrances is particularly prominent.
According to data from Spate, the popularity of “oud perfume” in TikTok and Google searches increased by 20.5% year-on-year, while the popularity of “Arabian perfume” increased by about 63% year-on-year.
Kayali from the United Arab Emirates is a representative brand of this trend. The brand was founded by internet celebrity Mona Kattan in 2018 and became Sephora’s best-selling fragrance brand in the first half of 2025, surpassing Sol de Janeiro. Kayali is famous for its gourmet perfume with a price of about $100 and its Oudgasm series, and this month launched two new perfumes: Chocolate Oud | 11 and Milky Musk Oud | 30.
The popularity of gourmet fragrances has made it easier for consumers to accept richer and more complex aroma types. Spate analysis pointed out that the sweet Arabian perfume, which combines the flavor of gourmet food with that of agarwood resin, is growing strongly, especially Lattafa and Alrehab. Although the two brands were founded in the United Arab Emirates and Saudi Arabia respectively and have a long history, TikTok has greatly increased their global visibility. Lattafa focuses on the cheap perfume below $50, and the best-selling Yara perfume is popular because of its vanilla and powder fragrance.
The growth of Lattafa is related to the “blind buying” trend, that is, consumers do not try to smell perfume online. The main consumers of this brand are women, accounting for 55%, and men, accounting for 45%, with Generation Z and millennials being the most active groups. TikTok’s popularity also directly translates into sales performance. According to Charm.io data, from August 2024 to July 2025, Lattafa’s sales through TikTok Shop exceeded $63 million, an increase of 174% from the previous year’s $23.1 million.
Lattafa has sales in department stores in the Middle East, but its global market is still dominated by digital channels, and it is gradually trying to enhance its overseas influence through pop-up activities. This weekend, the brand will hold a pop-up event called “Bite Me Bakery” in New York to showcase its new Give Me Gourmand collection.
In addition to affordable products, high-end Arab perfume are also favored by the market. Amouage from Oman achieved sales of over 260 million US dollars in 2024, a year-on-year increase of 30%. The brand was founded in 1983, with frankincense as the representative fragrance. Its perfume is priced at about $395, and the essence with higher concentration is priced at about $550, accounting for more than 20% of the total sales.
Amouage plans to add 15 new stores by 2025, including in the United States and Riyadh, bringing its total number of global stores to over 30. The Amouage brand states that over 60% of consumers are repurchase customers, and the US market is expected to grow by nearly 70% in the first half of 2025. It is expected that by the end of 2025, Amouage’s revenue will double compared to 2023.
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