Key takeaways on fragrance category in Dubai
- Dubai Duty Free achieved its highest-ever monthly revenue in November 2025, surpassing US$2bn in sales.
- Fragrance led growth, up +13.29% year-on-year, driven by exclusives and strong traveller demand.
- Affordable Arabic scent brands like Lattafa and Armaf are redefining luxury and gaining global traction.
- The Middle East fragrance market is expanding rapidly, supported by cultural heritage and innovation.
- Global beauty brands are increasingly targeting the young, dynamic MENA demographic.
In November 2025, Dubai Duty Free reported its highest-ever monthly revenue, recording AED876.56m (US$240.16m).
Fragrances led category growth, generating AED160.58m in November, rising by +13.29% year-on-year.
The category’s momentum contributed significantly to the retailer achieving its strongest month in 42 years and surpassing the US$2bn sales mark by mid-November.
It’s no secret that Dubai is leading the GCC beauty surge right now. According to Statista, revenue in the Dubai Beauty & Personal Care market amounted to around US$1.31bn in 2025, and the market is forecast to grow annually by 1.89% through 2030.
Dubai Duty Free fragrance sales hit record as GCC beauty booms
Fragrance is a standout category in Dubai. At the Luxepack show in Monaco in October 2025, Marie Duvivier, Head of Consumer Intelligence at Peclers, and Creative Director Mai Nguyen spoke about the market in greater detail.
“The Middle East is a perfumed civilisation,” said Nguyen. She also noted that it bucks the trends in other markets, as here men are more interested in scent than women, sharing a stat that men shop for fragrance 20% more than women.
“Perfume is a traditional object rooted in culture and not just a cosmetic,” she continued. “There is a cultural and religious identity.”
She also noted that 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%. The market is being fuelled by significant demand for Arab-inspired perfumes, while data from beauty analytics firm Spate shows that on TikTok and Google, searches for “Arabian perfume” grew by over 60% in 2025.
Within the MENA region itself, fragrance is enjoying 11% annual growth, according to Euromonitor’s 2024 data.
The region’s perfume culture, which is anchored in craftsmanship and heritage, is evolving into a modern powerhouse. Names like Amouage, Kayali, Lattafa and Armaf are leading the transformation, combining their artisanal roots with international ambition.
Affordable Arabic perfumes drive global fragrance innovation
Senior beauty and personal care analyst at market intelligence firm Mintel, Shiyan Zering, noted that right now there is also a trend of affordable Arabic scent brands such as Lattafa and Armaf leveraging TikTok virality and designer-inspired scents to achieve success in both local and global markets. “These affordable brands are redefining luxury by pairing accessibility with identity,” Zering explained.
“With 33% of Saudi adults having stopped using beauty products because it was too expensive, demand for value-driven options is surging, and we’re seeing more local fragrance brands entering the global market, such as Match Perfumes, a Saudi ‘inspired by’ fragrance brand, latest launch into the US as of December 2025.”
She drew attention to Lattafa’s announcement at Beautyworld Middle East 2025 about the launch of its exclusive ingredient, Cocoa Pulse, which it said was created through advanced co-distillation.
“For its own signature also marks a break from ‘dupe’ status from leading brands in this market, proving that innovation alongside affordability can build credibility and global appeal,” she said. “Delivering unique stories and experiences without premium prices will drive success, especially with products that feel authentic, aspirational and accessible, appealing to younger consumers’ desire for individuality from fragrances.”
More fragrance ingredient companies are moving into the region or expanding their current presence there. For example, French fragrance and flavours company MANE has recently opened a regional headquarters in Dubai, equipped with advanced creative and application laboratories, digitised sensory facilities and expanded perfumery capabilities. The firm said this bolstered its ability “to serve partners with even greater proximity, agility and technical expertise.”
MANE was among the first international fragrance houses to establish a dedicated presence in the Middle East back in 2005. The company’s CEO Samantha Mane stated, “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,” she said. “This alignment has enabled MANE to develop deep-rooted relationships and a strong market understanding over its 20 years in Dubai.”
Middle East fragrance market surges with heritage and new trends
Duvivier noted that the Middle East has a young and dynamic demographic, with 55% of the population in MENA under 30. “There is also economic optimism here,” she said.
To help beauty brands better understand the region, Peclers conducted in-depth research into beauty consumers in this market and revealed four consumer profiles that it has identified based on its research in the region:
The social hedonist: A lover of luxury brands who loves having fun and posting on social media.
The eco pioneer: Gives more consideration to the environment and likes cosmetics that are anti-pollution or anti-heat.
The cultural trailblazer: This type of beauty shopper likes global art and getting to know other cultures. Affordable price is not a primary concern, and they will pay for niche products. Style is very important, as is expressing themselves as unique.
The enlightened ritualist: These consumers are proud of their Arab roots. They like craftsmanship and exclusivity, human interaction, ceremonial experiences, traditional rituals and the art of gifting. Noble ingredients like rose water and purifying beauty rituals (e.g. the hammam) resonate with these shoppers. Fragrance is also a big focus for them.
At the start of 2026, global beauty brands are now eagerly looking east to capture the attention of this ever-growing market.
