Perfume isn’t just fragrance – it’s a passport.
A spritz, and you’re there: Paris at dusk, Buenos Aires at dawn, or the sun-baked boulevards of LA. At Perfumes Week 2025, scent becomes a journey, and Saudi takes centre stage as the perfect host for this landmark event.
Perfumes Week: A New Era of Fragrance
More than an exhibition, this inaugural gathering is a statement, solidifying the Kingdom’s role as a global fragrance hub. With a deep-rooted heritage in oud, musk, amber, frankincense, the legendary Taif rose, saffron, and more, Saudi has long been a powerhouse in the world of perfumery. Now, with Perfumes Week, the country opens its doors to an international audience, uniting heritage and innovation under one roof.
From high-end fragrance houses to boutique artisans, the event showcases brands that capture the spirit of travel itself – bottling the essence of cities, cultures, and far-flung destinations. Live panels bring together industry icons like creative olfactive director Hassan Alsarraf, alongside entrepreneurs and influencers such as Dr Kholoud Al-Zaher, Fouz Al Fahad, and Zainab Al Alwan, who are shaping the modern perfume landscape.
Around the World in Many Scents
Step into Perfumes Week 2025, and you’re not just experiencing scent – you’re embarking on a global journey through fragrance. Each bottle at this event tells a story, capturing the soul of a place through notes that evoke its atmosphere, culture, and emotion.
From the warm, smoky richness of the Middle East to the cool, sunlit allure of coastal cities, Perfumes Week brings together scents that don’t just linger – they transport. Here’s how some of its standout brands and fragrances take us to the world’s most iconic destinations, one spritz at a time.
Jeddah: A Timeless Coast
Reef and Attarz bottle the essence of Saudi’s signature scents – oud, amber, musk. To us, they smell like Jeddah: the Red Sea at sunset, thick with salt, the souks alive with the hum of low chatter. These scents balance deep, smoky richness with a briny coastal sharpness. Jeddah in a bottle – warm, layered, unapologetically luxe.
Paris: Sophisticated Love
A Saudi brand based in Paris? It makes sense. Soul of Makeen is all high status and quiet confidence, its name saying as much. A spritz of this, and suddenly it’s candlelit cafes, cobblestone streets, the faint trace of someone unforgettable in the air. It’s timeless, effortless, and just mysterious enough to keep you coming back for more – just like Paris, and just like the Kingdom.
Buenos Aires: The Bold, The Beautiful
Laverne’s Georgina Rodríguez collab doesn’t do subtle – and neither does Buenos Aires. These fragrances don’t sit in the background; they lead. They’re the scent of a midnight tango – smoky, spicy, impossible to ignore. One press and you’re in a milonga, the air thick, filled with rhythm and the promise of something electric.
Taif: Floral Adventures
If there ever was a love letter to Taif’s legendary blooms, it’s Maison Dahlawi’s Largesse or Satin. A spritz, and you’re surrounded by the imagery of soft petals, sun-warmed elegance, and the kind of floral sweetness that feels like walking through Taif’s rose fields at dawn. Delicate but with staying power, they are fragrances that stick around.
Los Angeles: Cool Meets Charisma
Laverne’s partnership with Gabriel Macht (yes, Suits’ Harvey Specter) brings a Middle Eastern essence to LA. Think golden hour rooftops, Pacific breezes, and the almost sweet smokiness of bakhur – a scent that we think beautifully fuses West Coast ease with eastern elegance and warmth.
Kuwait City: Gateway to Heritage
Kuwait’s SEDRA and Dar AlTeeb are olfactory time capsules. One inhale, and you’re wandering through a souk in the heart of Kuwait City, the scent of handcrafted attars and spice-laden stalls in the air. These are perfumes with patience – rich, complex, steeped in tradition. The kind that, like the best things in life, reward those who take their time.
Be Part of the Journey – Book Now
Kicking off on 6 February, Perfumes Week 2025 is where scent meets culture in its most unexpected forms. A nine-day, immersive experience, it takes you around the world through fragrance. Don’t miss out on this defining moment in the world of perfume, at Benchmark’s Abadi Al-Johar venue in Jeddah.
Perfumes Week 2025, Free Entry.
From February 6 - 14, open from 4pm - 11pm.
Abadi Al-Johar Venue, Jeddah
@perfumesweek
