Beyond the glittering gold market, oil revenues, and the booming property landscape, the UAE is witnessing a remarkable surge in its fragrance sector, an industry projected to grow at a compound annual growth rate (CAGR) of 9.2% over the next decade. Valued at $748.9 million (AED 2.75 billion) in 2024, the country’s perfume market is forecast to skyrocket to $1.72 billion (AED 6.3 billion) by 2033, according to a recent global consulting report. This rapid expansion reflects shifting consumer preferences, rising disposable incomes, and a growing appetite for luxury and heritage brands.
At the forefront of this boom is Ajmal Perfumes, a legacy company with over 70 years of heritage, currently operating 60+ stores across the UAE and maintaining a robust digital footprint. Under CEO Mr. Abdulla Ajmal’s leadership, the brand is strategically positioned to capitalize on this explosive growth, combining tradition with innovation to meet evolving market demands.
“Fragrance has long been an essential part of life in the UAE, deeply cultural, generational, and personal,” Mr. Abdulla shares. But the current surge isn’t just about tradition; it’s powered by new dynamics: “Consumers are exposed to global trends and niche brands through travel and digital platforms, which has raised the bar. At the same time, local and regional players are innovating more confidently—with better formats, better storytelling, and more intentional experiences.”
He highlights the UAE’s unique position as a “retail-first market,” where consumers still relish discovering scents in person.
“That tactile, emotional connection drives conversion. Also, e-commerce is a major trend in the UAE, widely embraced by consumers, especially residents who prefer shopping online rather than visiting physical stores.”
Yet, as demand grows, Mr. Abdulla emphasizes that market appetite alone is not enough to guarantee success. “Brands have to earn their place with consistency and quality. At Ajmal, we’re responding by staying deeply rooted in craft while keeping pace with where the market is going – refined, curious, and far more global in its outlook.”
Ajmal Perfumes today is not only a leader in traditional retail but also a pioneer online, maintaining a strong digital presence on platforms such as Amazon, Noon, and its own store, en-ae.ajmal.com, catering to the growing base of consumers who prefer shopping from home.
The evolution in consumer preferences is equally fascinating. “Fragrance isn’t just a finishing touch – it’s part of how people present themselves,” Mr. Abdulla explains. For younger fragrance lovers, scent exploration comes with “more freedom and fluidity.”
Western influences like clean musks, airy florals, and gourmand notes blend seamlessly with traditional oils and woody blends. Transparency is now paramount – “People want to know where ingredients are sourced, who’s behind the perfume, and what inspired it.”
This has given rise to the “scent wardrobe” concept – different fragrances for different moods or times of day. “For us, that means offering variety without losing coherence. It’s no longer about a single hero product; it’s about giving consumers a more intuitive way to connect with fragrance,” he notes. Balancing heritage with the evolving tastes of an increasingly informed consumer is a core challenge Ajmal embraces.
Social media has become a critical tool in this journey. “It’s allowed us to shift Ajmal’s voice from being seen as traditional to being part of the now,” Mr. Abdulla says. Platforms like Instagram, TikTok, YouTube, and Snapchat help tell the brand’s story – from behind-the-scenes glimpses to the ritual of fragrance creation. “When someone walks into our store after seeing a reel or post, they already feel like they know us. That’s powerful.”
Looking ahead to the $1.72 billion market projected by 2033, Mr. Abdulla’s vision is clear: “We want Ajmal to be the first name that comes to mind when you think of fragrance – no matter who you are, where you live.” Rooted in heritage yet focused firmly on innovation, Ajmal Perfumes is poised to lead the global scent revolution. “We’re here to lead with innovation, credibility, and a deep love for scent. Fragrance first, always.”
