pp-arabia-2026-jul-sep

IBERCHEM’S MIDDLEEAST VISION In this interview with ParfumPlus, Sara Saad discusses Iberchem’s Middle East growth, customer proximity, and the innovation driving its success Tête-À-Tête “...we focus on creating fragrances that reflect their identity and ambitions” ❚ SARA SAAD, COMMERCIAL DIRECTOR, IBERCHEM IN 2025, SARA Saad was appointed Commercial Director of Iberchem, while continuing her role as Customer Service and Logistics Director. Based in Spain, she has become one of the company's key leaders, helping drive growth and strengthen customer relationships across international markets. PARFUMPLUS: WHAT IS DRIVING IBERCHEM’S EXPANSION ACROSS THE MIDDLE EAST? Sara Saad: Our success in the Middle East comes from being close to our customers and understanding what makes this market unique. We've been working in the region for more than two decades, and over the years we've built strong relationships with local brands and developed a real appreciation for the region's fragrance culture. A one-size-fits-all approach simply doesn't work here. Every customer is different, and we focus on creating fragrances that reflect their identity and ambitions. The Middle East is also one of the most exciting fragrance markets in the world. Consumers are knowledgeable, passionate about fragrance and always looking for something new. That's why we invested in a state-of-the-art creative and R&D centre in Dubai last year. Having perfumer Remon Ageeb based locally, SARA SAAD P A R F U M P L U S 42