The Middle East: a market redefining the codes of global perfumery

Today, some of the most influential trends in global perfumery are emerging from the hashtag#MiddleEast.
The region stands out as one of the most prescriptive markets in the industry, driven by both its level of olfactory sophistication and its ability to shape new creative standards.

Here, fragrance goes far beyond a product: it embodies culture, status and identity, with extremely high expectations in terms of sillage, longevity and richness.
While the major pillars (oud, amber, incense, rose and musk ) remain essential, compositions are evolving towards more complex, more textured signatures, sometimes more gourmand, sometimes more luminous, in line with a new generation balancing heritage and global openness.
The rise of layering perfectly illustrates this shift: fragrance becomes a personal, evolving and deeply expressive construction.
The Middle East is no longer following global perfumery trends, it is actively redefining them !

For Expressions Parfumées, with 20 years of expertise in the region, this market represents far more than a growth driver: it is a strategic territory that requires a deep understanding of local usages, raw materials and cultural expectations.

This commitment translates into a strong local anchoring, working in close proximity with partners and market realities, an essential condition to capture both the cultural accuracy and the pace of transformation in the region.
It is this proximity, combined with high technical standards and the ability to structure powerful and distinctive signatures, that enables us to support our clients over time in shaping and evolving these new fragrance rituals.

Curious about this strategic market and its outcomes ?
Read the full article of Jacques Sebag from Expression Cosmétique Magazine n°98.