Amouage is just one Middle Eastern fragrance house that is benefiting from consumers’ desire for authentic but accessible exoticism. Kayali is the sister brand of Huda Beauty, inspired by the same Middle Eastern heritage. Kayali has gained the confidence of Sephora, thanks to its luxurious, complex scents that hark back to an artisan tradition but make modern mix and match application easy.
However, Middle Eastern fragrances don’t have to be high-priced. The accessibly priced, Dubai-based Lattafa fragrance house has a huge social media following, which it has used to crack the US market. The company has more than 500,000 followers on Instagram and TikTok, who respond enthusiastically to their launches of fragrances with opulent juices and flacons with modest price tags. This combination of tradition, modernity and accessibility has unlocked sales in the US, UK and India among other markets.