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Arabian fragrances are experiencing a generational boom, captivating audiences worldwide. While the global perfume market has steadily grown since 2021 — with the prestige segment up 6% and the mass market up 17% in the first half of 2025, according to Circana — interest in Arabian scents is skyrocketing, reports WWD.

Data from Spate shows that searches for “oud perfume” on TikTok and Google rose 20.5% year-over-year, while “Arabian perfume” surged nearly 63%, with major brands in the category seeing especially strong growth.

One standout example is Kayali, founded in 2018 in the UAE by influencer Mona Kattan. The brand led Sephora sales in the first half of 2025, even outpacing Sol de Janeiro. Known for its gourmand fragrances priced around $100, Kayali recently expanded its Oudgasm line with two new scents: Chocolate Oud | 11 and Milky Musk Oud | 30.

“The gourmand perfume trend prepared consumers for richer, more luxurious compositions,” notes analyst Mathilde Riba. “Sweet Arabian fragrances, blending gourmand notes with oud and resinous accents, are experiencing explosive growth — just look at brands like Lattafa and Alrehab.”

Lattafa and Alrehab, both established decades ago in the UAE and Saudi Arabia, have gained global popularity through TikTok. Lattafa, still family-run, is known for affordable scents (typically under $50), with the vanilla-powdered Yara Eau de Parfum as its bestseller.

“Four years ago, post-pandemic, blind-buying fueled organic growth for Lattafa,” explains Abdul Rahim Sheikh, head of R&D at the brand. Young consumers from Gen Z and Millennials have become its most active audience. Sales via TikTok Shop exceeded $63 million from August 2024 to July 2025 — a 174% increase year-over-year.

Meanwhile, luxury brand Amouage from Oman is also seeing impressive growth. In 2024, the company’s annual revenue surpassed $260 million, up 30% from the previous year. Standard fragrances retail around $395, while more concentrated extraits cost about $550. In 2025, Amouage plans to open 15 new boutiques — including locations in the US and Riyadh — expanding its existing network of 16 stores. The brand forecasts its 2025 revenue will double compared to 2023.

Arabian fragrances are increasingly conquering international markets, bridging accessible and luxury offerings, with social media and TikTok turning them into a global trend.

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