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Dubai is preparing to welcome a new event for lovers of rare and artisanal fragrances. From January 21 to 23, 2027, the Dubai Mall Exhibition Centre will host the inaugural Notes Dubai, an international platform dedicated entirely to niche and artistic perfumery.

The project is organized by Messe Frankfurt Middle East. According to its creators, Notes Dubai is designed to be more than a conventional trade show. It aims to become a new destination for independent fragrance houses, brand founders, perfumers, buyers, distributors, collectors and fragrance enthusiasts.

“Niche perfumery deserves a different kind of platform — one defined not by scale, but by curation, discovery and emotional resonance,” said Notes Dubai Director Ravi Ramchandani. According to him, the Gulf countries have long been more than consumers of international fragrances: the region is increasingly becoming a source of new brands and ideas that go on to reach the global market.

The project grew out of Notes Shanghai, a niche-perfumery platform established in China. According to Notes Shanghai founder Alex Wu, bringing the concept to the Middle East is intended to connect two rapidly developing fragrance markets and make it easier for independent brands to expand beyond their home regions.

Even before its official launch, Notes Dubai made its first international appearance in Milan during Esxence. The presentation was held in collaboration with the Paris-based fragrance house Scentologia and brought together retailers, distributors, perfumers and fragrance creators.

There Will Be No Room for Mass-Market Fragrances

One of the defining features of Notes Dubai is its selective approach to exhibitors. Organizers say every brand will undergo a preliminary evaluation.

The criteria include a distinctive creative identity, a compelling story and concept, an in-house “nose” or founder, a strong visual identity and selective distribution.

The organizers are also explicit about what will not be represented at the event: mass-market fragrances, licensed celebrity perfumes, clones and dupes, as well as products without an original concept of their own.

A separate Discovery category will be available for emerging brands. Fragrance houses at an early stage of development will be able to participate with smaller exhibition spaces and lower entry costs. Organizers stress, however, that placement in this category will be determined primarily by the brand’s stage of development rather than the quality of its products.

Why Now?

The launch of a major dedicated platform for niche perfumery reflects a broader surge of interest in fragrance. According to McKinsey, fragrance has become one of the fastest-growing categories in the global beauty industry, with analysts forecasting annual growth of around 6% through 2030. The study also points to sustained demand for premium and niche fragrances.

In an earlier McKinsey study, niche perfumery was identified as one of the key drivers of growth in the category. Analysts attributed its appeal to consumers’ growing interest in quality, ingredients, craftsmanship and the stories behind independent brands.

The trend is particularly significant in the Middle East. According to Notes Dubai organizers, the region’s luxury-goods market is valued at $12.8 billion, while fragrance accounts for 49% of spending on luxury beauty products in the region.

The venue will be the Dubai Mall Exhibition Centre, located in the heart of one of the world’s leading luxury retail hubs. Dubai Mall itself is home to around 1,200 stores, including fragrance houses and boutiques from brands such as Henry Jacques, Plethora, Amouage and Parfums de Marly.

This is where Notes Dubai aims to bring together two worlds: the Middle East’s longstanding fragrance culture and the new wave of independent perfumery from around the globe.

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