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UAE debuts its home grown FARIDAH fragrance, enhancing $12.4bn perfume sector

Wed 28 Feb 2024    
| 3 min read

Faridah F Ajmal, the first Asian woman perfumer-turned entrepreneur, unveils the home grown unique oriental and French perfume collections, marks the occasion with a 10-Day Oudh Extravaganza and exclusive store launch.

DUBAI: Faridah F Ajmal, a connoisseur of oriental perfumes who grew with the evolution of the perfumery industry in the GCC, has launched her own home-grown perfumes brand “FARIDAH” which is set to complement the home-grown oriental perfumes industry in the UAE and GCC.

FARIDAH, which means ‘Unique’, is the result of research and careful study backed with a passion to create a uniquely beautiful brand that offers a fresh and classic alternative fragrance for those who understand the beauty of aroma and its impact on human mind.

The launch of FARIDAH branded perfumes and the first boutique store in Jumeirah on Al Wasl Road, marks the first original fragrance brand by an Asian woman perfumer-cum-entrepreneur.

“FARIDAH is the realisation of my life-long passion for fragrances that turned into a burning desire to create my own perfumes. While being in this business, I always had a dream to create a fragrance that will reflect my fashion statement and create a uniquely beautiful perfume for those who have taste and care for class, quality, and variety,” says Faridah F Ajmal, Founder-Director of Faridah Ajmal Perfumes.

“FARIDAH is a carefully conceptualised, curated, and crafted genre of perfume that is unique. Those who understand fragrance will feel the difference when trying the varieties that we have created through a complex blend of oil and other ingredients. These carry my signature and through FARIDAH, we are creating a completely new international brand.”

The launch of FARIDAH also signifies the emergence of a new international fragrance brand that will strengthen the reputation of Dubai and the UAE as the hub where new ideas flourish and where dreams are turned into realities.

The launch of FARIDAH takes place at a time when the UAE’s fragrance market grows at a Compound Annual Growth Rate (CAGR) of 11.88 percent from US$6.4 million in 2022 to US$1.16 billion in 2028, according to Research and Markets, a global market intelligence provider. The GCC Fine Fragrances market size is expected to grow at a CAGR of 4.5 percent to US$19 billion by 2032 from US$12.4 billion in 2022.

Faridah Ajmal’s vision is to cater to the diverse tastes of Emiratis, Arabs, and Asians, offering a range of fragrances that captivates the essence of both cultures.

“This is a small step, but part of a bigger vision. These are classy, elite, and royal in taste and feel. A lot of hard work and experimentation went into developing the first set of fragrances and I’m sure those who understand fragrance will love it,” she added.

In her role as the Founder- Director of Faridah Ajmal Perfumes, Faridah Ajmal remains intimately involved in the creation process. The brand’s exquisite fragrances and product lines are meticulously crafted under her direct supervision in the in-house multi-room lab facility located in Al Wasl, Jumeirah. Supported by her husband, Fakhruddin Ajmal, the patriarch of Ajmal Perfumes, Faridah continues to shape the brand’s legacy with a perfect blend of tradition and innovation.

Embracing the Holy Month of Ramadan and its festivities, FARIDAH Perfumes has also launched the inaugural Oudh Festival. This 10-day extravaganza showcases several varieties of Oudh, highlighting the origin and growth of this fragrant, dark, and resinous wood extensively used in perfume making. It is a unique opportunity for perfume enthusiasts to delve into the world of Oudh and experience its cultural significance.

FARIDAH introduces several distinctive collections, including Maktub, ELEMENTS, Royal Collection, GEMS, His&Hers, and Ramadan collection. The ELEMENTS collection captures the essence of Fire, Earth, Water, and Air, reflecting the spirit of each element in the respective perfume. Maktub, meaning ‘It’s Written’ in Arabic, is a collection of Oudh and Attar, symbolizing destiny and a defined path.

The brand has already gained recognition by being the Official Gifting Partner at the IIFA-2023, held in Abu Dhabi in May 2023. This collaboration showcased FARIDAH’s commitment to excellence and innovation in the world of perfumery.

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Looking forward, FARIDAH plans to launch several exclusive products in 2024, including some alluring collections with new & exotic fragrances.

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