Lattafa Perfumes is a Sharjah-based fragrance house established in 2012 by Sheikh Shahid Ahmad. Originally conceived to serve the regional Gulf market with accessible, high-concentration oriental fragrances, the brand has expanded globally through a strategy of high-volume production and competitive pricing. Lattafa is known for its extensive catalog, which blends traditional Middle Eastern notes—such as oud, amber, musk, and saffron—with modern Western perfumery structures. The brand operates its own manufacturing facilities, allowing for rapid product iteration. Signature releases include 'Oud Mood,' 'Raghba,' and the 'Asad' line, the latter of which gained significant international attention for its olfactive profile. Lattafa occupies a distinct market segment, positioning itself as a bridge between traditional artisanal attars and mass-market commercial perfumery. It maintains a large portfolio under several sub-labels, including Maison Alhambra and Vurv, focusing on distinct price points and fragrance categories.
Heritage
Lattafa Perfumes emerged in 2012 from the vibrant heart of the United Arab Emirates, quickly evolving from a local enterprise into a global powerhouse of the fragrance industry. Founded by Sheikh Shahid Ahmad, the house was established with a clear vision: to bridge the gap between traditional Middle Eastern perfumery and the accessible, high-performance expectations of the modern consumer. While many houses in the region remained tethered to strictly traditional compositions, Lattafa recognized the shifting tides of the market, leaning into a Western-influenced structure that prioritized versatility and aesthetic appeal.
Over the last decade, the brand has transformed from a regional favorite into a household name, characterized by its rapid innovation cycle and a sophisticated supply chain that allows it to maintain premium quality at accessible price points. By mastering the art of the "inspired" fragrance while simultaneously launching original, trend-setting compositions, Lattafa has become a cornerstone of the UAE’s export economy. Their growth trajectory mirrors the rapid modernization of the Gulf itself—ambitious, fast-paced, and deeply connected to the sensory identity of the region. Today, the house operates as a titan of the industry, consistently setting the benchmark for how a contemporary brand can honor its roots while embracing the global language of scent.
House style
Lattafa is defined by an uncompromising approach to performance. In the Gulf, where high temperatures can quickly evaporate weaker compositions, Lattafa has built its reputation on exceptional thabat (longevity) and intishar (sillage). Their house style is distinctly Western in its construction—utilizing modern synthetics, clean musks, and balanced fruit-floral accords—yet it retains a "Gulf soul" through the generous use of amber, spice, and woody resins.
The house excels at creating fragrances that feel substantial. Whether it is the airy, gourmand sweetness found in Yara, which balances tropical fruits with a creamy, powdery base, or the dark, sophisticated resinous profiles like Ameer Al Oudh Intense Oud, Lattafa ensures that every fragrance makes a statement. Their compositions often feature a "modern-classic" duality: the top notes are frequently bright, citrusy, or aquatic to suit the daytime heat, while the base notes are anchored by deep, persistent woods that linger on clothing long after the initial spray. This structural intelligence makes their catalog highly recognizable; even their most experimental releases maintain a cohesive, high-density profile that resonates with the local preference for scents that command space in a room.
Yara has become a cultural phenomenon, serving as the quintessential modern feminine scent. It opens with a bright, playful burst of tropical fruits before settling into a heart of creamy vanilla and powdery musk. It is the perfect daily companion for the Gulf climate, offering a clean, comforting sweetness that remains sophisticated without becoming cloying in the humidity. Its popularity is a testament to the house’s ability to capture the current zeitgeist of global gourmand trends.
Ameer Al Oudh Intense Oud is a masterclass in balancing traditional Gulf preferences with Western accessibility. It centers on a smoky, woody oud accord that is softened by sugar, vanilla, and labdanum. This fragrance is dense and enveloping, making it an ideal choice for cooler evenings or indoor settings where air conditioning allows the complex, resinous notes to unfold slowly. It carries a gravitas that feels appropriate for formal gatherings and evening events.
Qaed Al Fursan represents the house’s prowess in the masculine-leaning category. It is a sharp, energetic composition defined by a prominent pineapple note that cuts through the heat of a summer day. As it dries down, it reveals a smoky, leathery base that provides the necessary depth for a professional environment. It is a highly versatile fragrance that bridges the gap between a morning office scent and an evening out in the city.
Fakhar Black is the definitive aromatic-fougere for the modern man. With its crisp opening of apple and ginger, followed by a heart of lavender and sage, it offers a clean, masculine profile that is essential for the Gulf’s professional landscape. It is reliable, long-lasting, and projects with enough confidence to be noticed without overwhelming the senses, making it a staple for daily wear in the office or casual social settings.
How to wear in the Gulf
Lattafa perfumes are engineered for the unique demands of the Gulf climate. During the sweltering summer months, lighter compositions like Qaed Al Fursan thrive; the fruit-forward profiles provide a refreshing lift that withstands the heat. For the milder winter, the heavier, resinous profiles like Ameer Al Oudh Intense Oud truly shine, as the cooler air allows the oud and vanilla notes to project with elegance.
For those attending a majlis or a wedding, layering is key. Apply a high-quality dehn al-oud or a concentrated attar to the pulse points first, then layer a Lattafa fragrance over the top. The Western-style alcohol-based spray acts as a carrier, lifting the dense attar and increasing its intishar. During Ramadan, the soft, powdery nature of Yara is perfect for evening gatherings, providing a gentle, inviting sillage that is respectful yet memorable.
Where it fits in the catalog
Lattafa occupies a unique middle ground between traditional Arabic houses, which focus heavily on pure oils and heavy oud, and global Western houses. While houses like Ajmal or Rasasi often lean into the heritage of raw materials, Lattafa acts as the bridge to the "new school" of Gulf perfumery. They are the primary competitor to brands like Armaf and Afnan, consistently outperforming them in terms of trend-responsiveness and brand visibility. By positioning themselves as a high-performance, accessible house, Lattafa has successfully captured the demographic that seeks the complexity of Middle Eastern perfumery with the wearability of a Parisian designer label.
Last reviewed: 2026-05-10
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Fakhar Black
2022
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