Kenz de Rasasi targets $16 billion global fragrance opportunity
Born from Dubai's rich perfumery heritage, Kenz de Rasasi is setting its sights on the global luxury fragrance market, valued at $16 billion, with a vision to bring the artistry of Rasasi to a new generation of fragrance enthusiasts. Debuting at Beautyworld Middle East 2026, the new fragrance house aims to build on decades of perfumery expertise while creating a distinctive identity for consumers…
Kenz de Rasasi, a fragrance house rooted in Dubai's perfumery legacy, is targeting a $16 billion global market with a new line of luxury scents. Debuting at Beautyworld Middle East 2026, the brand aims to honor Rasasi's heritage while appealing to a younger, more discerning audience. Anis Abdul Razzak, founder of both Rasasi Perfumes and the new Kenz de Rasasi, emphasizes the company's commitment to preserving the essence of past creations while introducing them to modern consumers who value authenticity, individuality, and thoughtful design.
The launch will showcase eight fragrance collections, each accompanied by unique bottle designs and packaging materials that reflect the house's dedication to quality and elegance. Bollywood actor Salman Khan will serve as the event's chief guest, enhancing the occasion's global appeal and bridging cultural connections between Dubai, the region, and international markets.
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