Arab countries are taking it away

What we understand by luxury It is no longer what it was. Its meaning has evolved, and with it our way of consuming. We prioritize the result —a search for outstanding in an almost arithmetic sum of factors such as price, quality or experience— more than the historical lineage of a great house French like Dior or Chanel.

The truth is that the young consumer does not have as much attachment to the heritage of the brands that, perhaps, they hope to have by divine mandate; However, that does not stop us from continuing to pay attention to the high-end of iconic brands with cosmetics for one hundred euros. The difference is that today we can find an alternative on the market that provides us with a similar experience (the already famous dupes) has become a small personal triumph.

So much so that not hesitating to publish the experience on networks ends up creating a call effect more powerful than twenty advertisements on Christmas Eve. Not so long ago, any allusion to “imitation” had connotations that we tried to avoid, but the reality is that the consumer now has no complexes.

And the same thing happens in perfumery. A few years ago, talking about olfactory luxury automatically led us to French names, campaigns with the actors of the moment and bottles that easily exceeded one hundred euros. Today, however, we are directly witnessing a democratization of luxury, specifically in the field of perfume.

Success comes from the Arab world

On this occasion, this democratization does not come from perfumery dupes, the classic versions inspired by iconic fragrances and at more affordable prices that help remove the thorn of that high-end perfume or niche. The novelty is that the revolution comes, in large part, from the Emirates (they have not stopped with the Dubai chocolateno), with proposals for original perfumes that maintain the sophisticated aesthetic and olfactory character, but in which, in addition, the price is not a barrier at all.

Thus, Arab perfumes have burst onto the market with force and have established themselves as a phenomenon that has filled cities with stores specialized in the sector and social networks of recommendations from these brands.

Now brand names like Amouage, Afnan or Lattafa rub shoulders with classics like Dolce & Gabbana or Burberry and lead this transformation.

According to data from Circana, global perfume sales grew by 17% in the first half of 2025 largely thanks to demand for Arabic fragrances. Lattafa herself increased its sales on TikTok Shop at the end of 2025 174% compared to the previous year, while the Omani house Amouage reported a 30% increase in sales in 2024 compared to its figures from the previous year. These numbers support a success that is based on a compendium of multiple factors that match current consumer trends.

The keys to the global consolidation of Arab perfumes are clear: long-lasting and intense thanks to raw materials such as oud or musk, their pompous design and a price within reach of most pockets (around 30-40 euros).

But, without a doubt, another of the factors that has consolidated the triumph of these perfumes is their massive presence on networks. Influencers continually recommend fragrances from these Arab houses, generating an appeal that, in combination with that price, favors impulsive purchasing by consumers, also sponsored by the striking and novelty of the product. In fact, searches on TikTok and Google for the term “Arabic perfumes” have grown more than 60% in 2025.

The networks tell you how you should smell

Until now it was very common for the algorithm to stuff us with hauls clothing, recommendations outfits or miracle makeup products like a base that lasts all day. Now there is an influencer sector that has been able to identify this new demand in the market and our way of consumption, making perfume recommendations for each occasion, depending on the intensity or olfactory notes that we are looking for.

So, it doesn’t hurt to say that yes, the algorithm is redefining perfumery. The call blind buywhich is nothing more than blind shopping on the internet, is no longer limited to clothing but also to perfumes. The reality is that many users decide to choose an Arabic perfume that appears in their “for you” because the bottle is beautiful and their trusted influencer claims that it will smell like lemon cake or give off notes of vanilla.

We already know the benefits of accessing quality products in exchange for an affordable price, but also its risks. As happens with the skincare or makeup low costthe attractive price can lead us to spend even more. If we get a dupe of a lipstick that costs 40 euros for only 5, that feeling of savings leads us to complete the entire set and end up falling into the trap of micro spending. With perfumes, especially thanks to being a trend on social networks, exactly the same thing can happen.

It is true that these Arabic fragrances are reasonably priced, but the context in which they are consumed has completely changed. For example, on TikTok videos about layeringThat is, combining several perfumes to create your own aroma with notes that you want, or enhancing the one you like the most and, to achieve this, you obviously have to add several scented products to the cart.

Perfume has become something totally modular and from networks we are encouraged to vary the fragrance according to our mood or the weather, as if it were just another accessory for your daily look and another way of personal expression. In fact, on one of my visits to an Arab perfume store, the saleswoman confessed to me that it was not unusual to meet customers who chose the fragrance according to the color of its bottle, since it combined best with their room or their dressing table.

It seems that the idea of ​​having a signature fragrance for years exclusively for its smell or its brand, as a sign of identity, is far away. Now we want a citrus perfume for the morning, to go to work another vanilla one and, if a night plan arises, another one with notes of saffron or cherry with its previous layering. And that is where Arabic perfumes fit perfectly with the current consumption model: aesthetics, quality and affordable price to be able to vary (and accumulate) without guilt.

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