pp-arabia-2026-jul-sep

woods, leather and saffron remain important, but their interpretation is becoming more modern and sophisticated. Traditional Middle Eastern olfactory culture is increasingly interacting with contemporary international influences. Niche and premium local brands are also growing, while younger, globally connected consumers are making the market more creative and demanding. Quality alone is no longer enough; a fragrance must be memorable. Client proximity will remain a major growth lever. We are strengthening the team, deepening relationships with strategic clients and identifying emerging brands and new opportunities. Sales, evaluation, marketing and perfumery must work as one, connecting creative and technical expertise with local market intelligence. PP: HOW ARE YOU BUILDING THE TEAM ACROSS SUCH A DIVERSE SAMEA TERRITORY? MS: We are building a stronger, more complementary team, with each person bringing specific market experience, client relationships, category knowledge or cultural and commercial perspective. SAMEA is vast, and Saudi Arabia, the UAE, India and Pakistan do not operate in the same way. The objective is to combine local knowledge with Expressions Parfumées’ international expertise so clients benefit from the collective capabilities of the organisation. Local distributors will also remain important in reaching national and regional clients and developing the right approach for different market segments. PP: HOW DOES DUBAI FIT INTO EXPRESSIONS PARFUMÉES’ LONG-TERM GLOBAL VISION? CM: Our direction is clear: continue investing in creation, strengthen our ability to deliver distinctive signatures, develop innovations that genuinely enhance fragrance and remain as close as possible to our markets. The industry is moving faster, development cycles are shorter and brands need to stand out in an increasingly segmented landscape. Our responsibility is to combine speed with precision, innovation with sensitivity, and growth with high creative and technical standards. Dubai will continue to play an important role in that global balance. PP: WHAT MESSAGE WOULD YOU SHARE WITH PARFUMPLUS READERS ON THE 20TH ANNIVERSARY? TF: This anniversary belongs to everyone who contributed to the journey—our teams, clients, partners and colleagues across Expressions Parfumées. We thank them for their trust, ambition and the projects we have built together. Twenty years is an important milestone, but it also gives us confidence and energy for what comes next. MS: Our commitment is to remain close to our clients, understand where their brands and markets are heading, and bring them creative, relevant and distinctive solutions. We look forward to building the next chapter through the same values that shaped the first 20 years: trust, partnership, local knowledge and a shared passion for fragrance. parfumplusmag.com ”This anniversary belongs to everyone who contributed to the journey...“ P A R F U M P L U S 38