The $16 Billion Worldwide Fragrance Market is Kenz ‘de’ Rasasi’s Objective

In an effort to introduce a new generation of fragrance connoisseurs to the craftsmanship of Rasasi, Kenz ‘de’ Rasasi a brand with roots in Dubai’s illustrious perfumery heritage, is aiming for the roughly $16 billion worldwide luxury fragrance industry. Launching at Beautyworld Middle East 2026, the new fragrance house intends to build on decades of perfumery expertise while forging a unique identity for customers in global marketplaces.

Named after “The Treasures of Rasasi, Kenz “de Rasasi perfectly expresses this goal. To appeal to the refined tastes of today’s younger, more fashion-forward customers, Rasasi draws on its rich history to rework and reimagine some of its most iconic works. Through thoughtful scents, design, and storytelling, this approach offers a fresh take on legacy while combining the richness of long-standing fragrance craftsmanship with luxury.

The idea behind Kenz ‘de’ Rasasi came from Anis Abdul Razzak, head of the AAR Group and owner of Rasasi Perfumes. He believes that legacy should be allowed to evolve. Kenz ‘de’ Rasasi has unified the heirlooms we have accumulated over the years and given them a fresh face. Our goal was to bring these works of art to a new age that values originality, authenticity, and well-considered design while preserving their spirit. Designed with the future in mind, the house is a tribute to our past and a preparation for our future according to Anis Abdul Razzak.

Introducing a new fragrance label is just the beginning of the ambitious plans. With deep roots in Dubai, Kenz ‘de’ Rasasi aims to showcase the region’s renowned perfumery skills to a global audience, appealing to younger scent enthusiasts who prefer affordable luxury and premium experiences.

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