The scent of success

From Middle Eastern allure to global expansion, creating olfactory experiences that enchant the world — insights from Mustafa Firoz

- Kushmita Bose kushmita @khaleejtimes.com

The Middle East, particularly Dubai, has long been synonymous with luxury, opulence, and captivating scents. In recent years, perfume brands from the region have taken the global fragrance industry by storm, marrying traditional oriental richness with contemporary sophistication. At the forefront of this revolution stands My Perfumes Group, one of the UAE’s largest and most influential perfume houses. With a three-decade legacy rooted in quality, creativity, and customer delight, the group continues to set new benchmarks in perfumery and packaging excellence.

In this exclusive interview, Mustafa Firoz, managing director of My Perfumes Group, shares insights into what's driving the brand’s phenomenal global growth, its upcoming launches at Beautyworld Middle East, and his vision for the future of the UAE fragrance industry.

What's driving the global rise of Middle Eastern perfumes and where does My Perfumes stand in this story?

The success of Middle Eastern perfume brands stems from a visionary ecosystem. The UAE’s leadership has positioned the nation as a global business hub, empowering enterprises and fostering a culture of innovation and excellence — deeply reflected in perfumery.

At its core lies quality. Stringent production laws ensure that “Made in UAE” stands as a mark of excellence and trust. The region’s perfume houses, including ours, have elevated standards, making the UAE the capital of Middle Eastern perfumery.