ParfumPlus

collaboration being central to fuelling our position as a trusted industry partner. In the Middle East, we are building on that momentum by staying close to our partners: listening, adapting, and innovating with purpose, anticipating trends in real time and responding with agility, making sure that cultural insights are transformed into forward-thinking fragrance concepts. In a market as dynamic as the Middle East, the Centre also acts as a bridge between local brands and our global R&D teams, ensuring that every innovation is deeply rooted in regional understanding while meeting international standards. Our ambition is to be more than a fragrance house. We aim to remain a trusted long-term partner, investing in local talent, expanding into key markets such as Saudi Arabia and creating sustainable, high- performing fragrances. PP: HOW DO YOU BALANCE HERITAGE INGREDIENTS LIKE OUD, AMBER, ROSE, AND MUSK WITH MODERN TECHNIQUES AND STORYTELLING? OT: Heritage ingredients carry centuries of cultural meaning in this region; our role is not to reinvent them but to reinterpret them with care to continue their olfactory evolution. We combine high-quality traditional raw materials with modern extraction techniques and molecular precision. For example, combining oud with fruity scents creates a bridge between tradition and modernity. The key lies in balance, honouring the origin and cultural richness of these ingredients while allowing them to evolve in meaningful, contemporary ways. Some of our proprietary fragrance ingredients from the Middle East, where scent is personal & tied to tradition, enable us to offer something special: a signature that is both modern and rooted in authenticity. This allows us to create fragrances that are exclusive, rich and aligned with extraordinary qualities that consumers seek in any new creation. These raw materials such as Euphorion® and L’Âme du Bois®reflect our commitment to creativity, sustainability and quality. PP: WITH RISING DEMAND FOR NICHE, PERSONALISED, AND HIGH-CONCENTRATION FRAGRANCES, HOW ARE CONSUMER EXPECTATIONS IN THE MIDDLE EAST EVOLVING? OT: Fragrance consumers in the region are becoming more sophisticated and selective. They’re some of the most knowledgeable in the world, always looking for scents that are intense, long- lasting and truly distinctive. High-concentration formats like extrait de parfum are becoming more popular, and many people are choosing signature scents that reflect their personality. There’s also a growing interest in the story behind a fragrance, where the ingredients come from, what inspired it, and how sustainable it is. While exclusivity still matters, today’s consumers also want transparency and honesty from the brands they support. PP: LOOKING AHEAD, WHAT EMERGING SCENT TRENDS OR CONSUMER BEHAVIOURS WILL SHAPE THE FUTURE OF PERFUMERY? OT: Fragrance is becoming more personal and expressive than ever. People are drawn to blends that mix traditional notes with modern twists, and there’s growing interest in sustainable and innovative ingredients. Layering rituals and different textures are also influencing how scents are worn, while fragrances that support mood and wellbeing are gaining popularity. At the same time, many consumers are looking for something exclusive and beautifully crafted, exceptional, high- quality creations that feel truly made for them. parfumplusmag.com P A R F U M P L U S 26