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Omani fragrance house Amouage is experiencing a remarkable surge: the brand’s global retail sales rose by 74% in the first half of 2026, reaching approximately $360 million.

According to Amouage CEO Marco Parsiegla, the growth has been driven by the brand’s rising international popularity, the continued expansion of its portfolio, and a growing preference among consumers worldwide for higher fragrance concentrations, as well as greater attention to the balance between a product’s price and its value.

The growth has been broad-based across virtually every segment. Sales of the Exceptional Extraits line increased by more than 80%, accounting for over 25% of the brand’s total sales. Even more impressive was the performance of the Essence Collection, created using a double-infusion process, with sales surging by more than 260%.

Regional growth has also been significant, with sales in Europe, the Asia-Pacific region and the Americas all increasing by at least 90%.

Parsiegla has led Amouage since 2019 and considers passion — followed by a strong team — to be the primary driver of the brand’s rapid development. Over five years, the company has grown its business fivefold.

“We are big dreamers. We have a very clear goal — to become the number one fragrance house in high perfumery,” Parsiegla told WWD.

One of Amouage’s key areas of future growth will be its own boutiques in prestigious locations across Europe and Asia. The brand is already preparing to open stores in London and Singapore.

“Boutiques allow us to show who we are. They give clients the opportunity to immerse themselves in our universe and understand it. They also create a certain halo around the brand. E-commerce and physical stores complement each other beautifully. For us, digital is simply another expression of the same experience. It is becoming an increasingly important entry point into the world of Amouage,” the CEO explained.

He noted that sales on Amouage.com more than doubled in the first half of the year. For many customers, the website is now their first introduction to the brand.

Amouage is currently available in around 100 countries, but the company plans to focus primarily on key markets in Europe and Asia.

At the same time, the brand has no intention of becoming just another player in the niche fragrance market. According to Parsiegla, the main goal is to bring a sense of magic back to the industry and create products capable of surprising consumers.

“Our biggest opportunity is to bring a little bit of magic back into the industry, to offer something unique. We want to remain a platform for creative expression and experimentation in high perfumery. We want to push the boundaries of what is possible,” he said.

As examples, he pointed to the Essences and Extraits collections, as well as Oud Zuhal. To create the fragrance, pieces of oud are immersed in oil and then aged for six months.

Another area of development is the art of fragrance rituals. Amouage already offers attars and pure oils, and following the successful experiment with its Guidance body-care line, the brand is preparing a new luxury body-care collection inspired by six Amouage fragrances.

“We want to rethink luxury a little while continuing to follow our own path — remaining open-minded and carefully selecting what we offer. We want to spark curiosity and, of course, make sure that we have the right ethical principles and the right balance between value and offering,” Parsiegla said.

The partnership with L’Oréal, which acquired a minority stake in Amouage, has played an important role in scaling the business. According to the brand’s CEO, the investment provided an important financial resource for launching Amouage boutiques.

At the same time, the two sides agreed from the outset to preserve Amouage’s identity, creative direction and independence.

“For us, it was very important from the very beginning to reach a mutual understanding of what Amouage is and what it is not. We clearly defined the identity of the house, the creative direction and how important it is for the brand to have the freedom to operate in the same way it did before. We both remain committed to those agreements,” Parsiegla said.

He stressed that the partnership is primarily a financial one. However, working with L’Oréal also gives Amouage access to additional expertise, particularly in ingredient development and regulatory matters.

Amouage’s biggest challenges today are also linked to the brand’s success. Growing demand must be met without compromising quality or its craftsmanship-driven approach.

“To become a master — a woman or a man working in this craft — requires three to five years of full immersion and training,” Parsiegla explained.

Another challenge is maintaining the stability of supply chains. In recent months, the company has been paying particular attention to the issue, strengthening its systems, partnerships and overall flexibility.

Amouage already has an order fulfillment rate of 96%. “That is the best rate in the industry, but it requires an enormous amount of effort and work. In the world we live in today, you always have to be prepared for another disruption,” Parsieg

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