SCENTS OF CHANGE

Middle East perfumers are overcoming mounting challenges with innovation, agility and a strategic reinvention that are helping them thrive

- GN Focus Report

The perfume industry has long been a cornerstone of Middle Eastern culture and commerce.

With deep-rooted traditions in oud, musk, amber, and floral distillations, the region is globally admired for its fragrance heritage. Yet, despite this legacy, perfumers across the UAE and broader Middle East are navigating a shifting landscape. Market saturation, regulatory changes, rising production costs, and evolving consumer expectations are just a few of the growing challenges. To remain competitive and relevant, the sector must embrace transformation without diluting its identity.

Oversaturation

One of the most pressing issues is market saturation. With hundreds of brands flooding shelves, from boutique artisans to mass-market labels, the competition is intense. This crowded field has made it harder for smaller or mid-sized perfumers to carve out distinct market share. Traditional fragrance structures, once revered, now risk blending into a sea of sameness. Without clear differentiation, many players struggle to retain loyal customer bases or attract younger demographics looking for novelty and exclusivity.

To overcome this, perfumers must invest in niche storytelling and product differentiation. A strong brand identity anchored in unique ingredients, personalised scent journeys, or cross-cultural blends can provide a much-needed edge. Innovation, both in scent formulation and customer experience, can help brands rise above the noise.