dsm-firmenich expands Middle East presence with fragrance hub and collection
Key takeaways
- dsm-firmenich strengthens its Middle East footprint with a new fragrance creation space in Riyadh, Saudi Arabia.
- The Riyadh hub blends regional olfactive traditions with modern perfumery, supporting local and international fragrance development.
- A new seven-fragrance collection inspired by Saudi landscapes highlights the kingdom’s cultural and geographic diversity.
dsm-firmenich is continuing its expansion in the Middle East with the opening of a fragrance space in Riyadh, Saudi Arabia, and the launch of a scent range. The space, developed in partnership with fragrance concept store Villa Po One, will serve as a hub for perfume production.
The location aims to provide perfumers with ingredients, tools, and access to narratives to enable contemporary scent production.
“The creation of a dedicated fragrance space in Riyadh will further elevate the experience of our clients. Through Po One Lab and our partnership with dsm-firmenich, we can share our expertise in fragrance and luxury in a more permanent space,” says Saeed Al-Kayar, creative director and co-founder of Villa Po One.
“It is a space meant to inspire, where the richness of regional traditions meets the possibilities of modern fragrance design.”
Alongside the facility’s opening, dsm-firmenich is launching a collection of seven fragrances inspired by seven locations in Saudi Arabia.
Using the landscapes as its muse, the collection aims to underscore the kingdom’s diversity and celebrate its culture and land by “connecting the olfactive traditions of the Middle East, and translating these into scent.”
In related news, Personal Care Insights recently spoke to Dewi Suratty, founder and CEO at Dawn Horizon, about the rise of halal cosmetics and the convergence of Muslim and vegan consumer values.
Fragrance expansion
The seven-item launch collection focalizes local scents and culture.
Beyond dsm-firmench’s innovation, the Middle East and Saudi Arabia in particular are experiencing increased foreign investments in the fragrance industry.
Medical device and water-based lubricant manufacturer Cupid Limited acquired stakes in Mansam, the Saudi Arabian luxury fragrance brand, in September. The move marked Cupid’s entry into the Middle Eastern luxury industry while broadening Mansam’s global expansion streams.
In the UAE, Huda Beauty previously sold its fragrance business, Kayali, to transition into a standalone company by partnering with General Atlantic, a global growth equity firm.
In similar moves of international expansion, Givaudan recently opened fragrance hubs in Indonesia and Mexico, strengthening its presence in both Southeast Asia and Latin America.
