Arabian Perfume: From Regional Treasure to TikTok’s Darling
2026 . 03 . 09 |
If you ever had any doubt about how important fragrance is to Middle Eastern cultures, here’s a story for you. A few weeks ago, on the opening day of the Rafah border crossing between Egypt and the Gaza Strip, reporters were interviewing people who were trying to pass to understand the conditions and restrictions. A woman told them, “Everything is forbidden….food, water, perfume…”
Perfume? It immediately struck me how precious fragrance must be to her if she includes it along with essentials for survival. While many of us claim we can’t live without (fill in the blank) fragrance….she actually meant it.
In 2024 I wrote a series of articles about the Middle Eastern approach to fragrance which documented the origins, the rituals, and the habits characteristic to the region.* But there is much more to the story.
Over the past few years the interest in Arabian fragrance has skyrocketed across the globe. Why? How did it start? Where is it going? How did it take over Tik Tok? What’s behind the dupes? Let’s dive in.
Fragrant Culture
The origins of fragrance usage in the Middle East date back to antiquity, with long established rituals and traditions still in practice today. According to Mohammad Khalaf, CEO Kajal Perfumes, fragrance has always been treated as part of one’s identity, and the practice of smelling good is even stated in religious teachings. This explanation helps us better understand why the Palestinian woman would associate perfume with being an essential.
Fragrance making is revered, and culturally, people like to experiment, test, layer and create their own unique scent identity. It can begin with oils and unguents used to treat the skin, it continues with perfuming garments with the smoke of burning bakhoor, then a spritz of a fragrance before ending with a few drops of oil. In the day, this would be called the ultimate method of fragrance layering, sure to reap longevity and projection.
Capturing the West
The lure of Arabian style fragrances in the West may date back just over twenty years. Mr Khalaf immediately thought back to his early work at Yves Saint Laurent when the brand launched the fragrances M7 (2002) and Nu (2001). “A lot of people (in the West) never understood those two fragrances, but I remember they were a big hit in the Middle East when they were launched. Then Tom Ford’s Black Orchid came in 2006. These scents were very characteristic of the fragrances in the Arabian world where heavier, long lasting scents with a sillage were appreciated.” Luxurious ingredients such as woods, saffron, rose, amber and resins contribute to the olfactory richness of the region.
Christopher Chong, former creative director at Amouage concurs. “Back then, Western fragrances were focused on elegance and freshness. Arabian perfume focuses on presence, warmth and the emotional impact.” When he joined the Omani company back in 2007, he was trying to bring something new to the market.
In reflecting back on that era, Mr Chong recalls being “badly criticized” for launching fragrances with projection and tenacity, but now, his work is sought after. “A lot of people are revisiting my archive, and all of a sudden, I have become relevant.” He believes the big shift happened during COVID when people were buying online and had more time to experiment. “Now people want fragrances that make them stand out as an individual, they don’t want to be generic anymore.”
Indeed, today’s “fragranista” values numerous aspects of Middle Eastern fragrance. The ingredient palette is much denser than the traditional Western one, with heady ouds, ambers, musk, spices and resins. These ingredients often create multi-layered, long-lasting, exotic scents that feel luxurious.
Arabian perfumery often uses high concentrations of oils, and sometimes scents are oil-based, rather than alcohol-based. Consequently, when this base is combined with the opulent notes the result is a distinct trail, or sillage, that will herald the wearer’s arrival while resting in the air long after the person has left. Arabian fragrance is no wallflower, it’s the life of the party.
Arabian houses have also adapted by treating their traditional ingredient palette with Western sensibility in order to appeal to a global consumer. The rise in interest in these brands was evident at Cosmoprof Miami in January 2026 where the press commented on the prominence of Middle Eastern brands at the show. Sources reported that over and above the North American market, Middle Eastern fragrance brands are now setting their sights on Latin America, a market recognized for significant fragrance consumption.
Fragrance Houses
As in the West, no two Arabian fragrance houses are alike, and they can be classified into various categories:
Ultra-luxury: Amouage, the Omani brand is frequently mentioned on numerous social media platforms despite the high entry level prices (above 300€). It was just reported that the brand’s revenue surged 66% in 2025. Ojar, created by an Omani Sheika, is a fusion of East and West, bringing together the Arabian palette with Western perfume know-how.
Traditional Houses: Brands such as Ajmal and Arabian Oud emphasize tradition and heritage, focusing on oud, amber and classic scent creations. Price points range from an entry level around 100€, rising to over 300€.
Emerging Global Niche: Kajal is a brand that bridges East and West and has a strong presence in curated niche perfumery doors worldwide.
New Guard: These houses are relatively young (post 2000) and are reactive to trends in the market, frequently influenced by the West. Lattafa, Afnan and Armaf fall into this category. Their low price points (well under 100€) have led to their popularity, as well as their ability to replicate top sellers.
Beast Mode
Twenty years ago people shunned loud fragrances but there has been a generational shift in fragrance perception. Likewise the metrosexual man of the 1990’s who was teased for his attention to style and good grooming has given way to male teens for whom fragrance is a feel-good indulgence and a form of self-expression.
According to the website Arabian Perfume HQ, the brands “Al Haramain and Lattafa are famous for creating scent clouds that fill rooms. One spray announces your presence for hours. Ajmal, Al Haramain, and Lattafa are particularly known for 12+ hour performance.”
TikTok
The social media platform has clearly reshaped the way consumers buy fragrance. By way of short videos content creators tell the story, they publish reviews and they even explain which products resemble well-known scents. Some consumers move from TikTok to Google Search to look for additional comments and reviews, but the end result is that people are much more comfortable buying online without smelling.
The caveat with TikTok is that it has allowed unknown individuals to gain fame, regardless of their level of knowledge. Word on the street is that Influencers love working with certain Arabian perfume brands because they pay a lot of money for not a lot of effort: they get paid for going to a party, posting some images and having a great time. Simply type #arabperfume and check out the number of videos that pop up – nearly 80,000 on TikTok alone. A cursory glance tells us a lot.
The key takeaway? While TikTok is recognized for its value in facilitating customer acquisition, scent education must be true and honest, from a legitimate source.
The Elephant in the Room: Dupes
As much as the UAE and Dubai are recognized as global luxury perfume capitals, they are also a production hub for dupe brands. And the dupes are rising in popularity thanks in part to content creator videos calling out the brands as “hidden gems” or alternatives to well-known brands. Effectively, the influencers have made it “cool” for the public to discover and almost be proud of wearing dupe brands.
During Spate’s recent Fragrance Trends webinar, spokesperson Matilde Riba pointed out that brands such as Arabiyat appear to be niche and luxurious while remaining accessible and affordable. She stated that, “This brand is a good example of a brand that delivers something that smelled expensive and felt a little more niche while also being accessible.” The brand bestsellers are Nyla, which influencers compare to Giardini di Toscana’s Bianco Latte, and Marwa, compared to Louis Vuitton’s Imagination.
Lattafa is another brand that has seen a surge in popularity on TikTok since the middle of last year. The flacons deliver a bling-bling esthetic while price points are around 30€. In a Reddit post from seven months ago a community member shared his guide created to compare the brand’s dupes or “inspired by” scents with the fragrances copied. It’s a Who’s Who of luxury and prestige brands. The bestseller Khamrah is compared to Angel’s Share by Killian.
A Frightening Field Trip
As I scrolled through the hashtag #ArabPerfume on TikTok I came across videos for Paris’ Blv Shop which was touted as having an unbelievable assortment. I trekked out to see it for myself. It honestly felt like I’d left Paris and was in a souk somewhere far away. Interspersed between ambient fragrance and cheap Dubai chocolates was a hodgepodge of brands I didn’t know, some of which were blatant copycats.
In the interest of investigative reporting, I did test the dupe of MFK Oud Satin Mood. The initial spritz is surprisingly pleasant and somewhat reminiscent of the fragrance, but the longevity was lacking: it was gone in four hours. However, at 30€ compared to 245€, there is a following.
Towards a Peaceful Coexistence
Whether the phenomenon is fueled by Influencers hawking brands on #PerfumeTok, or whether it’s in retaliation to the escalating prices of premium, artisan fragrances, dupes are a force to be reckoned with. In a recent article BW Confidential reported that the market for imitation scents is expected to reach $10bn globally this year. How then can niche and dupes coexist, knowing there will always be a market for both?
Circana Senior Vice President and Global Beauty Industry Advisor Larissa Jensen admitted that the topic was controversial, but she believes dupes expand the market more than cannibalize it.
Are dupes the fast fashion of fragrance? It goes back to educating the public on the art and craft of perfumery, on the process and the time required to create a beautiful fragrance, on the story of the ingredients and on justifying the price. When brands can build their community and when the consumer feels an emotional link to the brand, the tendency to buy a dupe will lessen, in theory at least.
In the Middle East, perfume has never been about trends alone: it is about presence, memory, faith and self-expression. What began centuries ago as ritual and reverence has evolved into one of the most dynamic forces in modern perfumery. Today, an opulent sillage is no longer excessive; it is expressive. And individuality has replaced restraint.
Propelled along by Influencers and TikTok, the hype accelerates faster than education. Dupes democratize scent while simultaneously challenging the value of artistry. Ultra-luxury houses expand internationally as budget brands flood digital feeds.
Where is the balance? It is a story that continues to unfold.
*See Also:
The Middle Eastern Approach to Perfumery | Chapter 1
The Middle Eastern Approach to Perfumery | Chapter 2
The Middle Eastern Approach to Perfumery | Chapter 3
SOURCES:
Spate 2026 Fragrance Report: Key Trends, Brands and Scents
Renowned Arabian Perfume Houses: The Complete Guide to Distinguishing Characteristics –
How Dubai Became a Hotbed for Fragrance Dupes | BoF
Copycats BW Confidential