For those of you who have been following me for a while, you’ll know that part of my fragrance journey involves visiting trade shows around the world. These visits allow me to build deeper connections with the people behind the brands and to discover new fragrances that I might otherwise miss while based in the UK. It’s easy to forget there’s a whole world of scents out there to explore, and I see it as my mission to go out and bring them to you.
I recently attended Beautyworld Middle East, a trade show in Dubai with over 2,000 exhibitors and an impressive 71,000+ visitors who come to explore market trends, pursue business opportunities, and create valuable connections. Being my first time at this event, I wasn’t sure what to expect. After an initial moment of overwhelm—surrounded by so many fragrances—I soon settled into the flow and focused on finding brands that were new to me and ones I felt you would enjoy as well.
Unlike some shows where brands are tucked into small booths, here it felt as if each brand had its own boutique, allowing ample space to explore and experience what they’re about. I searched high and low for new fragrance brands to share with you, and here are my top picks that truly resonated with me.
Imagine setting sail on a luxury cruise ship, the vast ocean ahead, ready to explore some of the world’s most majestic and mysterious cities. You don’t need to just imagine, as the new brand Viage, founded in Dubai, takes you on that journey through their fragrances. Each scent encapsulates the essence, characteristics, and culture of a different city, so with just one spray, you can be transported anywhere in an instant.
Fragrance creator and reviewer @paulina.perfumes guided me through each of these fragrances, and a few truly stood out. I suppose I’m becoming accustomed to the rich, decadent profiles of Middle Eastern fragrances, as the first to capture my attention was Dazzling Dubai—a lush and smooth blend with sweet, floral, and resinous notes. Idyllic Istanbul charmed me with its combination of rose, praline, and vanilla tinged with salty sea air, instantly transporting me back to one of my favourite cities.
Check out my interview with Paulina here.
What I love most about fragrance is how it can transform the way you feel. I often use it as a vessel to shift or enhance my mood. So, when I came across a brand dedicated to creating fragrances designed to empower individuals, I knew it would resonate with me. Founded in 2019, Soul of Makeen draws inspiration from the tale of Makeen, the King of Dreams, and takes us on a journey through historical sites, dreams, and visions, celebrating love, tolerance, and elegance.
I had the pleasure of speaking with Yousuf Al Qanai, the CEO and creative director, who introduced me to each fragrance in the brand’s lineup. Currently, there are seven fragrances across three collections: Caravan, Love, and Royya. The bottles themselves are exquisitely designed, with caps modelled after royal crowns, lotus flower motifs, and necks stepped like the staircase on which the King of Dreams ascended to eternal power and glory.
Each scent was breathtaking, taking me on its own unique journey, but one that stood out was Ninawa, named after an ancient city through which spices, woods, and textiles once flowed. It opens with a fresh, airy linen aroma infused with gentle spices, iris, and a woody base of musk, cedarwood, and sandalwood. The result is a beautifully balanced fragrance with notes of freshness, spice, and depth—I’ll be sharing a more detailed review soon.
Another exciting new luxury niche brand from Dubai is the remarkable Thana Parfums, which immediately caught my eye with its vibrant and elegant bottles. Each fragrance is inspired by magical elixirs, crafted to evoke different kinds of potions: Death Potion, Hypnotic Potion, Enchanting Potion, Love Potion, Immortality Potion, Youth Potion, and Healing Potion. Created by renowned perfumers Julien Rasquinet, Christian Provenzano, and Kevin Matheus, these scents promise an array of captivating compositions.
My personal favourite was Iftitan (Enchanting Potion), an oriental gourmand fragrance with notes of apple, cinnamon, and smoke. If you’ve ever experienced the aroma of apple shisha, this scent perfectly captures that warm, smoky essence—I absolutely loved how it conveyed that experience. You can check out my interview here, and I look forward to sharing more of these fragrances on my Instagram soon.
When you think of Dubai, what comes to mind? For me, it’s luxury, modernity, boldness, and creativity—and that’s exactly what Gabor Prive delivers. Founded by the stunning model Ramona Gabor, each fragrance is crafted not only to take you on a journey of indulgence but also to inspire confidence, allowing you to be the best version of yourself.
Starting with their original fragrance, I Am Dangerously Sexy, the brand now offers nine exquisite perfumes across three collections: The Black Collection, featuring woody, earthy, and spicy notes; The Gold Collection, rich in oud, amber, and sandalwood; and The Red Collection, with sweeter, powdery, and spicy nuances.
I was immediately drawn to I Am High on You, which opens with vibrant bergamot, warmed by saffron and spicy cumin. Geranium and cardamom are layered over soft, sensual leather, finished with delicate undertones of oud, patchouli, vetiver, and musk. It’s a sophisticated, long-lasting fragrance that, to me, truly embodies the essence of this brand.
Head to my interview with Ramona here.
It was impossible to miss Luzi at Beautyworld; their impressive stand dominated the hall with a sleek, modern white structure. Founded in 1926, Luzi is a company that creates contemporary, top-quality fragrances—and none were more innovative than those on display at their exhibit. The theme, Scents of Tomorrow, was perfectly suited to the contemporary and ever-evolving landscape of Dubai.
They showcased six fragrances: Acqua Futura, Cosmic Garden, Infinite Light, Wood Reflection, Elusive Forest, and Solar Stone. I was immediately drawn to Acqua Futura, created by perfumer Marc Daniel Heimgartner. This clean, salty, and reflective scent took me on a journey across the sea under a clear blue sky. Its oceanic nuances had a striking intensity, which is unusual for this type of composition—making me all the more captivated by it.
Another standout was Infinite Light, which, as the name suggests, explores different facets of light. Perfumer David Chieze skillfully played with both the brightness and shadows associated with light. It begins tangy and bright with rhubarb and bergamot, then transitions to a warming glow of saffron and rosewood, finally settling into a rich, musky, woody base.
Being from Scotland, I have a love for nature, and Elusive Forest by Mark Buxton gave me exactly what I needed. This fragrance takes you on a mysterious walk through a dense forest, filled with rich earthy and green aromas subtly tinged with fresh notes of water and metal. Its enchanting notes pull you into a deep green canopy, igniting the imagination—just as a good fragrance should.
It’s rare to come across a fragrance brand from Switzerland, so when I first discovered the new brand Jillian Switzerland, I was eager to explore their offerings. Being from Scotland, I’m naturally drawn to things inspired by nature, and this brand beautifully weaves that essence into its scents.
Founded by UCC Europe, Jillian Switzerland is a quiet luxury brand with a strong focus on sustainability. Their fresh fragrances are inspired by nature, and the brand is deeply committed to environmental causes. The collection features 13 fragrances: three in the Signature Collection and ten in the Luxury line. Each perfume is presented in a sleek, polished glass bottle with a high-quality cap, and each atomiser tube is designed to be clear so that the artwork on the back of each label is visible.
In keeping with my love of nature, I was particularly drawn to Fall in Lust by perfumer David Chieze. This scent immediately transported me back to my childhood, running freely through the forests of Scotland with the crisp air, pine needles underfoot, dew-covered moss, and soft, damp earth. It’s elegant and refined, yet full of comfort, making it a standout for me.
As a lover of orange blossom, I was also captivated by Come Out by perfumer Mirella Pomina. Its bottle features artwork titled Whoever I Am by Le Kinh Tai, and the fragrance explores the intense emotions of self-discovery. It opens bold, fruity, and spicy, with delicate herbal undertones and woody nuances. Its shifting layers and depth make it an intriguing and long-lasting fragrance.
Head to my interview for more information.
I had already received a few fragrances from this Italian brand before my visit to Dubai, so I was delighted to find them exhibiting at the show. Founded in 2020 by Sofia Bardelli, the brand’s nose, and her sister Fabiola, the creative director, the brand draws inspiration from the captivating beauty of the universe and the stars that illuminate our skies.
The collection currently features five exquisite fragrances: Tistar, Antares, Mismar, Betelgeuse, and the latest addition, Wega, which enchants the senses with notes of rose, marshmallow, and vanilla. I had the pleasure of catching up with Fabiola during my visit to Beautyworld, and you can find our interview here.
Established in 2021 by designer Louaai Tomalieh, Tomavicci perfumes are beautifully crafted, much like the designer’s exquisite fashion pieces. With renowned perfumers such as Christian Provenzano, Angela Stavrevska, and Yusuf Bhai, each fragrance is a carefully curated blend of plant, flower, and herbal extracts, delivering a truly unique and luxurious experience for the wearer.
I had long wanted to try this brand, drawn in by the allure of their shimmering vessels. But did the intricate design match the quality of the fragrance within? I can confidently say that every scent was an olfactory delight, each one offering something truly memorable.
The collection currently includes Empyrean, Demigod XXI, Zenobia, and the latest releases, Opulentia Oud and Ange Noir XXI. Ange Noir XXI, housed in a sleek black vessel, particularly captivated me with its playful yet refined blend of fruity, green, and powdery notes—an impressive and sophisticated scent that truly stands out.
Trends of the show
While visiting Beautyworld Dubai, I assumed that the biggest trend would be oud. And while there was indeed an abundance of oud on display, I was pleased to find interesting new compositions that made it more accessible to Western tastes. Oud blended with various fruity notes was common, featuring fruits like lychee, mango, pineapple, and other tropical accents. Fresh, lighter ouds were also prominent, moving away from the dense, dark profiles we often associate with oud.
The world of gourmand fragrances has also made its mark in Dubai, with vanilla still leading the way but now combined with notes of toffee, praline, milk, fruits, and even boozy touches.
Beyond the perfumes themselves, packaging was a key focus. Sustainability remains important for brands, yet the drive for eye-catching bottles is just as strong—and there’s no better place to witness this than the UAE. I came across some innovative designs that allow for versatile fragrance experiences. One bottle combined two vessels to offer both day and night options of the same scent, while another featured two conjoined bottles that could be separated and layered together, effectively giving you three fragrances in one. Bottles are increasingly becoming part of the fragrance experience, and brands are certainly embracing this trend.
If you’re a fragrance enthusiast, work in the industry, or are simply curious about the world of beauty, I highly recommend attending this exceptional show. It offers a truly unique perspective on the fragrance world, showcasing Middle Eastern fragrances alongside brands from across the globe.
One of the things I love most about the fragrance industry is that just when you think you’ve experienced it all, shows like these continue to reveal new olfactory treasures. Nothing brings me more joy than getting to know the heart of a fragrance brand, and these events provide an invaluable opportunity to meet the people behind the brand and experience their creations on a deeply personal level and that for me is invaluable.
BLU BLAZER GUY 