The New Arabian Luxury: Rewriting the rules of affordable luxury

2026 has been a challenging year, yet the My Perfumes Group turned adversity into opportunity. By staying close to consumers and partners, remaining agile, and innovating, they utilized uncertainty as a catalyst for positive change. The UAE provided a supportive environment for business growth, which the company is grateful for.

My Perfumes is experiencing a defining moment with the launch of Arabiyat Skinz, a revamp of mpf, and expansion of flagship brands, Arabiyat Prestige and Sugar. For My Perfumes, Beautyworld Dubai represents a pivotal moment, not just a product launch but an elevation of their portfolio to new heights. They are taking Arabiyat Prestige to the next level by focusing on sophisticated formulations, enhanced ingredients, and presentation.

The brand is exploring whimsical, eclectic, and unexpected fragrance compositions while ensuring the bottle, box, and unboxing experience become an integral part of the fragrance.

Packaging plays a crucial role, as the relationship with a product begins before consumers even smell it. My Perfumes believes that luxury is not solely about an exorbitant price; it can also encompass quality, craftsmanship, design, and attention to detail. Their new mpf philosophy is simple: deliver premium-quality fragrances at an affordable price, without compromising on the appearance of luxury.

Arabiyat Skinz was launched to bridge the gap between highly aspirational premium skincare and mass-market products. This product line combines modern skincare standards with a premium experience at an accessible price. Mustafa Firoz, the Managing Director of My Perfumes Group, emphasized that "Made in the UAE" signifies confidence, quality, and disruption. Arabian fragrance holds immense cultural capital, and the company is proving that this heritage can create modern, globally relevant brands.

The introduction of Arabiyat Sugar reinforced the notion that gourmand perfumery is no longer just about sweetness; it embodies indulgence, comfort, sensuality, and creativity. This concept has resonated with consumers, who are increasingly interested in personalization and experimenting with fragrances that reflect their personalities.

The future of fragrance seems to be heading towards greater personalization, with consumers building fragrance wardrobes, experimenting with layering, and exploring unusual combinations. Ultimately, people desire to smell good in a way that feels authentic to them. My Perfumes aims to build brands that remain memorable, offering consumers a harmonious blend of quality, affordability, heritage, and modernity.