The heritage fragrance brand captivated audiences with a presentation that celebrated scent as an expression of memory, identity, and conscious luxury.
Ajmal Perfumes, one of the Middle East’s most distinguished names in perfumery, has completed a triumphant showing at Beauty World Middle East 2025, hosted at the Dubai World Trade Centre. As a leading event in the global beauty industry, the exhibition provided a platform for Ajmal to unveil its artistry to an international audience, presenting over 250 exceptional fragrances that fuse time-honoured Arabian craftsmanship with contemporary Western flair.
The brand’s latest creation, The Untold Stories, made its debut at the TFWA World Exhibition & Conference in Paris before captivating visitors at Beauty World Middle East, alongside Aurum Elixir. Both fragrances drew significant acclaim for their rich compositions and evocative storytelling. Embodying Ajmal’s core principle of Crafting Memories, the collections reflect the brand’s dedication to evoking emotion through scent — transforming fragrance into an art form that endures through time. Ajmal’s showcase underscored its growing global footprint and its commitment to blending heritage with forward-thinking innovation.
Mr. Abdulla Ajmal, CEO of Ajmal Group, said: “Our presence at Beauty World Middle East is a strategic alignment with our vision for global growth. This platform allows us to directly engage with international partners and consumers, showcasing how we honour our legacy while driving modern innovation. The launch of ‘The Untold Stories’ and ‘Aurum Elixir’ is a reflection of our core commitment to crafting lasting emotional legacies. The response has been tremendously affirming.”
At the centre of Ajmal’s philosophy lies a dedication to ethical sourcing and uncompromising quality. By combining the finest raw materials with expert craftsmanship and contemporary trends, the brand continues to offer fragrances that resonate with today’s modern consumers while preserving its traditional artistry.
