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Princess Sheikha Mahra bint Mohammed bin Rashid Al Maktoum of Dubai has launched a new fragrance called “Divorce,” eight weeks after her split from her husband.

The United Arab Emirates (UAE) royal unveiled the fragrance in an Instagram post that quickly garnered tens of thousands of likes and praise from feminists, who described this unconventional endeavor as inspiring.

The boldly named scent is the first product from the beauty’s new brand, Mahra M1. Back in July, the perfume princess announced—via an Instagram post—her split from husband Manu bin Mohammed bin Rashid bin Manu Al Maktoum.

“As you are busy with other companions, I hereby announce our divorce. I divorce you, I divorce you, I divorce you,” she wrote.

The post appeared to call out the controversial practice of a man being able to instantly divorce his wife by announcing it three times.

Mahra's post sent shockwaves through the UAE, with many initially believing the princess’ Instagram account had been hacked. The couple had only been married for a year and have a four-month-old daughter.

Mahra is the daughter of the ruler of Dubai and Prime Minister of the UAE, Mohammed bin Rashid Al Maktoum. The princess is one of Mohammed's 26 children.

Fans flooded the comments section of Mahra's perfume announcement. "In 2024, women don't cry. We're launching a new business!" one wrote.

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