Oman-based fragrance house Amouage...continues to make its mark as a dynamic force in global high perfumery. The brand reported retail sales exceeding $200 million in the first half of 2025 (H1 2025), a staggering +60% year-over-year (YoY) growth, marking the strongest six-month performance in the brand's history.
From fast-paced growth in the Middle East to sell-out launches in high-concentrated collections, the company’s results underscore a deeper industry movement: the rise of resonant, culturally rooted luxury fragrance brands reshaping the power structure that was dominated by French heritage houses for decades.
— Read more in From Muscat to the Metaverse: Amouage Breaks $200M with 60% Growth in H1 2025 at Beautymatter.
The Amouage boutique in London, just off Sloane Square if memory serves, was absolutely gorgeous – such a shame it closed some time ago. I popped in a couple of times just for a look around & was always made to feel welcome, unlike a couple of experiences at Amouage counters in supposedly ‘posh’ London department stores!
That is really a shame. I have never been in an Amouage boutique anywhere and did not really read the part of the article that talked about their brick & mortar retail stores.
It’s a shame that the Amouage fragrances seem like dreck to me now compared to when C. Chong was creative director and they launched those amazing fragrances in the late 2000s into the 2010s, some of which are still favorites.
Whereas I am so old and crochety that I mostly prefer the pre-CC era. Admittedly that is also when fragrances were still made with more real materials (and excellent sandalwood).
But I have not smelled a new one in years and assume even my old favorites no longer smell like they used to.