Lattafa Perfumes is a Dubai-based fragrance house established in 1980 by Sheikh Shahid Ahmad. Originally operating as a regional distributor of traditional Arabian scents, the company transitioned into a large-scale manufacturer and exporter. Lattafa is characterized by its focus on high-volume production of accessible fragrances that blend traditional Middle Eastern notes—such as oud, amber, musk, and saffron—with contemporary Western perfumery structures. The brand operates several sub-labels, including Maison Alhambra and VURV, targeting diverse market segments. It maintains a significant presence in the Gulf Cooperation Council (GCC) market while expanding globally through digital retail channels. Notable releases include 'Oud Mood,' 'Raghba,' and 'Asad,' which are frequently cited for their performance-to-price ratio. The brand utilizes a vertically integrated manufacturing process in the UAE to maintain competitive pricing while producing a vast catalog of eau de parfum and concentrated perfume oils.
Heritage
Lattafa (لطافة) stands as a titan of the United Arab Emirates fragrance industry, tracing its roots back to 1980. Founded by the late Sheikh Shahid Ahmad, the house began as a vision to bridge the gap between traditional Middle Eastern perfumery and the evolving tastes of a globalized market. For over four decades, Lattafa has operated with a deep respect for the olfactory customs of the Gulf, transforming from a boutique operation into a powerhouse that defines the contemporary Emirati scent profile.
While many houses struggle to balance heritage with mass appeal, Lattafa has remained anchored in the cultural landscape of the UAE. The brand’s growth mirrors the rapid development of Dubai and Sharjah, moving from local distribution to becoming a household name across the GCC. By maintaining a focus on accessibility without compromising on the complexity of their compositions, they have preserved the essence of the Arab perfume tradition. Today, the house is recognized for its massive production capacity and its ability to capture the spirit of the region, ensuring that the legacy of the Sheikh’s original vision continues to resonate in every bottle that leaves their state-of-the-art facilities in the Emirates.
House style
Lattafa is defined by its mastery of the "Arabian intensity"—a profile characterized by high thabat (longevity) and significant intishar (sillage). The house style is unapologetically bold, favoring rich, resinous bases that stand up to the desert heat. While they explore floral and citrus top notes, the heart of the Lattafa identity is almost always rooted in the deep, woody resonance of oud, amber, and musk. These are fragrances designed to leave a lingering trail, a hallmark of hospitality and presence in the Gulf.
Their compositions often utilize high-quality synthetic accords to mimic the complexity of natural ingredients, allowing for a consistent experience that lasts through the longest days. In Rouat Al Oud, one finds the quintessential Lattafa DNA: a sophisticated balance of spice and wood that feels both traditional and modern. Similarly, 24 Carat Pure Gold showcases their ability to blend warm, opulent notes that feel right at home in a formal setting. The house is also known for its experimental spirit, frequently pushing the boundaries of gourmand and spicy notes, as seen in the vibrant, crowd-pleasing profile of . These scents are recognizable by their depth, designed to evolve on the skin rather than fading away, ensuring the wearer remains enveloped in a cloud of fragrance for hours.
Ishq Al Shuyukh Gold is a masterclass in luxury, capturing the essence of a high-end majlis. It opens with a bright, inviting sweetness that quickly transitions into a deep, leathery heart. The fragrance is built for those who command attention, offering a persistent, warm trail that remains present long after the wearer has left the room. It is the perfect embodiment of the house’s commitment to opulence and refined, long-lasting performance.
Atlas represents the house’s modern, aquatic-leaning direction, proving that Lattafa can master more than just heavy ouds. It offers a refreshing, salty, and mineral-forward profile that cuts through the humidity of a Gulf summer. Despite its lighter, airy opening, it maintains the brand’s signature thabat, ensuring that the ocean-inspired freshness remains anchored by a solid, woody base that feels distinctly masculine and reliable for daily wear.
La African Drummer is a testament to the brand’s willingness to innovate with unique, earthy, and spicy profiles. It is a bold, rhythmic fragrance that plays with unexpected notes, creating a scent that is both grounded and adventurous. Its projection is substantial, making it an ideal choice for evening gatherings or outdoor events where a subtle scent would simply vanish into the night air.
Kingdom Women highlights the house’s ability to craft elegant, feminine compositions that carry the same power and longevity as their masculine counterparts. It balances delicate floral nuances with a robust, warm base, creating a scent that is both graceful and commanding. It is a staple for those who require a fragrance that transitions seamlessly from a daytime professional setting to an evening celebration.
How to wear in the Gulf
In the Gulf, the climate dictates the application. During the sweltering summer months, Lattafa’s more potent oud-based fragrances are best reserved for air-conditioned interiors, such as the office or a private majlis. For outdoor evenings or the milder winter, these scents truly shine, as the cooler air allows the complex base notes of musk and amber to bloom without becoming overwhelming.
Layering is a cultural necessity. Many users apply a light touch of a pure attar or a high-quality oud oil to the pulse points before spraying a Lattafa fragrance over the top. This technique, known as takhleet, adds a personal signature to the scent. For religious occasions like Eid or Friday prayers, a generous application on the thobe or abaya ensures that the fragrance lingers, providing a welcoming, clean, and dignified presence that is deeply respected in our social fabric.
Where it fits in the catalog
Lattafa occupies the vital middle ground of the Gulf market, serving as the bridge between affordable daily-wear scents and the ultra-luxury niche houses. While houses like Rasasi or Ajmal lean heavily into traditional, heritage-focused profiles, Lattafa has successfully captured the youth market by blending traditional ingredients with modern, Western-inspired bottle designs and scent structures. They are the primary engine of the "accessible luxury" movement in the UAE. Within their own ecosystem, they are supported by sister brands like Vurv and Maison Alhambra, which allow the group to segment their offerings, ensuring that every price point and aesthetic preference is met with the same standard of quality and performance.
