As traditional oud fragrances and international scents compete to be the top pick of perfume enthusiasts, we delve into the hidden formula behind the most sought-after perfumes in the region.

From setting aside dedicated budgets to always looking for exclusive scents, perfume consumers have created such a high demand in the region that, according to market projections, the fragrance industry in the Middle East is expected to attain a market value of $4.4 billion by 2027. Saudi Arabia and the UAE emerge as the dominant players, constituting the two major markets for perfumes and fragrances in the region.

— Read more in Scented Stories: Decoding the fragrance trends in the Middle East at Zawya.

And in fact, what consumers are doing, [they're] spraying more, especially Gen Z, who use fragrances not [only] on their skins, they use fragrances on their clothes and outfits. So they spray much more, and it's shortening the lifespan of the usage of the product. So that's what explains, in fact, this boom, both in volume and in value behind this market.

— Read more in It's not just beauty. Fragrance is ‘booming in the US,’ Coty CEO says at Yahoo! Finance.

While prestige fragrance has been witnessing an unprecedented boom recently, the most recent transformation has been happening at a mass level. For example, in the UK fragrance market, 63% of sales in 2023 will be non-luxury. In the past often dismissed as a “fragrance graveyard” with limited testing opportunities, bottles locked away behind a counter or on transparent shelves, mass fragrance sales still constitute 40% of market sales according to IMARC.

— Read more in The New Fragrance Consumer And Emerging Opportunity At Mass at BeautyMatter.