A wave of fragrance culture is rising from Dubai as five homegrown labels attract A-list celebrity attention, fierce social media commentary, and nonstop viral circulation across global beauty platforms.
Dubai's fragrance identity has gained rapid traction as fans scan scent diaries, celebrity mentions, and creator reactions that keep UAE perfume brands at the centre of the global conversation. Beauty enthusiasts dive into bottle reveals, vanity tours, and daily scent picks that spotlight these labels as major players in worldwide fragrance culture.
Here are five UAE perfume brands that are going viral — and the celebrities and influencers fuelling their rise.
Kayali
Mona Kattan launched Kayali with a direct creative vision that shaped a distinct aesthetic for fragrance lovers globally. Viral momentum built when TikTok creators used Kayali Vanilla 28 in high-traffic beauty routines that spread across millions of feeds. Rihanna expressed interest in Kayali through direct interactions with Mona, while Khloé Kardashian displayed Kayali in a curated fragrance lineup. Jennifer Lopez also acknowledged the brand after receiving a bottle from Mona — appearances that placed Kayali firmly at the top of global beauty culture. By mid-2025, Kayali had become the number-one fragrance brand at Sephora, outpacing even established international competitors.
Afnan Perfumes
Imran Fazlani built a brand identity that resonated instantly with fragrance reviewers across major platforms. Afnan gained strong traction once YouTube creators produced consistent, in-depth coverage of its standout scent profiles. Pakistani superstar Mahira Khan displayed Afnan in a vanity tour, and actress Humaima Malick included the brand in a beauty vlog that racked up significant views. Mo Vlogs also featured Afnan in fragrance segments that generated strong audience engagement and drove new interest in the label across South Asia and the Gulf.
Armaf
Armaf emerged under Sterling Perfumes and grew rapidly through viral coverage from global fragrance critics and lifestyle influencers. Faisal Shaikh presented Armaf in grooming content that attracted strong reactions from his millions of followers. Awez Darbar displayed Armaf bottles in a room tour that circulated widely, and Mo Vlogs highlighted the brand in multiple fragrance videos that kept Armaf in the social media spotlight throughout 2025.
Swiss Arabian
Swiss Arabian was established by Hussein Adam Ali and quickly earned a commanding position in Gulf fragrance culture. Forum communities drew large, engaged audiences as enthusiasts discussed the brand's key releases and bottle designs in close detail. Nora Fatehi presented Swiss Arabian scents to her massive following, and Omar Borkan featured the brand in lifestyle content watched by millions. Those appearances turned Swiss Arabian into an overnight sensation among fragrance collectors far beyond the UAE.
Arabiyat
My Perfumes Group launched Arabiyat and watched it explode across TikTok as a wave of Arab content creators brought the brand to new audiences. Noor Stars, Ruba Zai, Lana Rose, and Manal Muffin all pushed Arabiyat through beauty routines, fragrance reviews, room showcases, and gifting segments — fuelling heavy traction among fragrance fans who then rushed to find the products online and in stores.
Why the World Is Flying to Dubai for Perfume
These five UAE fragrance houses continue to surge through global conversation as celebrities, creators, and lifestyle figures showcase their creations incessantly. As these brands appear in the content of A-list names, perfume fans from all over the world are flying to Dubai to experience these fragrances firsthand — in their actual place of origin. For many, trying these olfactory works of art where they were born makes the experience even more memorable.
With Arab-inspired fragrances seeing 17 percent growth in the mass market and TikTok searches for "Arabian perfume" up roughly 63 percent compared to the previous year, the global appetite for UAE perfume brands shows no sign of slowing down.
