ParfumPlus

our processes move as fast as our ambitions to provide a stable foundation for creativity. It requires a balance between speed and control, so that our systems evolve at the same pace as the business. Scaling is not just about getting bigger; it is about maturing our systems to remain synchronised as we expand. PP: THE MIDDLE EASTERN FRAGRANCE INDUSTRY IS EVOLVING RAPIDLY. FROM YOUR PERSPECTIVE, WHAT SHIFTS ARE DEFINING ITS NEXT PHASE? JM: The Middle Eastern fragrance industry is no longer just following global trends; it is setting them. We are witnessing a fundamental shift where this region is redefining global perfumery. It is one of the fastest-growing markets, expanding three to four times faster than Europe or the US, but this is not just about volume; it is about culture. In this region, fragrance is a ritual, a language, and a way of life. We see this influence everywhere: global Western brands are drawing inspiration from Middle Eastern accords and adopting rituals such as layering. The digital impact is clear, with 'Arabian perfumes' seeing a +85% rise in their popularity index. The next phase is about the global scalability of Middle Eastern brands. We are moving into an era where regional players are no longer local secrets but are also becoming global powerhouses, driven by trends and digital communities. This global fascination means that our expertise in the Dubai market is not only regional; it is becoming a central part of the global industry's future. PP: AS SOMEONE DEEPLY INVOLVED IN BUILDING PROCESSES FROM THE GROUND UP, WHAT DOES LEADERSHIP MEAN TO YOU IN A CREATIVE- MANUFACTURING ENVIRONMENT? JM: For me, leadership is about empowerment through organisation. It is about building the right ecosystem so our team can shine and perform at their best. It is more about enabling than controlling. My goal is to provide the stability and the tools that allow our collaborators to be effective, innovative and daring. PP: WHAT MESSAGE WOULD YOU LIKE TO SHARE WITH PARFUMPLUS READERS? JM: Fragorium is a strategic partner. We provide the agility and the systems that allow creativity to scale without limits. We are here to prove that with the right foundation, a vision born in Dubai can resonate everywhere in the world. parfumplusmag.com "The Middle Eastern fragrance industry is no longer just following global trends; it is setting them." P A R F U M P L U S 66