Rasasi Hawas Gold Digger brings a warmer amber woody scent to the global Hawas collection, blending Dubai fragrance heritage with contemporary style.
DUBAI: UAE-born fragrance house Rasasi has expanded one of its best-known international collections with the launch of Rasasi Hawas Gold Digger, a new amber woody aromatic fragrance designed for consumers seeking a richer and more expressive scent.
Unveiled at La Perle Dubai on August 14, 2026, the fragrance represents a new chapter for the Hawas collection. The launch brought together fragrance creators, influencers, media personalities and cultural figures in an event combining perfumery, entertainment and contemporary culture.
The fragrance opens with pear, lavender, bergamot and mint before moving into a heart of cinnamon and sage. Vanilla, amber, patchouli and cedarwood form the base, creating a warmer interpretation of the confident character associated with the wider Hawas range.
What makes the new Hawas fragrance different?
Rasasi says the scent draws inspiration from ambition, desire and personal success, reflecting how younger fragrance consumers increasingly use scent as part of their individual identity and style.
Ismail Anis, Vice Chairman and Managing Director of Rasasi, said GCC consumers were becoming increasingly sophisticated and prepared to invest in premium fragrances offering “quality, individuality and character”.
“With Hawas Gold Digger, we wanted to offer a distinctive interpretation of modern luxury, bringing together the artistry of fine perfumery with a contemporary, design-led approach,” he said.
The positioning places Rasasi Hawas Gold Digger at the intersection of regional fragrance traditions and changing global tastes, while retaining the recognisable identity of the Hawas franchise.
Dubai launch connects fragrance and entertainment
Indian actor and filmmaker Riteish Deshmukh was among the guests at the La Perle event, adding an entertainment dimension to an international gathering designed to reflect the diverse markets reached by the Dubai fragrance company.
The launch also highlighted Rasasi’s evolution from a homegrown fragrance house established in Dubai in 1979 into an international fragrance business. The company remains closely connected to the UAE’s fragrance culture while developing contemporary scents for customers across different generations and markets.
Anis said launching the fragrance in Dubai alongside international guests reflected both the company’s origins and its global ambitions.
“Hawas has developed a strong connection with fragrance consumers around the world, and Gold Digger allows us to build on that momentum,” he said.
Rasasi Hawas Gold Digger is now available through the company’s official sales channels and selected fragrance retailers across international markets.
Impact to expect
The launch could strengthen Dubai’s visibility in the international premium fragrance market while helping Rasasi reach younger consumers looking for distinctive scents connected to personality and self-expression. Its expansion also underlines the growing international ambitions of UAE-born fragrance brands.
