From 1989 to today – Jaseena International is built to last!
From 1989 to today – Jaseena International is built to last! As we celebrate our 36th year of excellence, we are grateful of the fact that what began as a small idea, has grown into something truly remarkable. All because of our team and the trust and support of our partners. Here’s to every challenge, every success, and the people who made it all possible. Onwards to the 37th!
Jaseena Elevate 2025 – When People Come Together, Extraordinary Things Happen!
At Jaseena International, we’ve never measured success only numbers—it’s built on people, passion, and purpose. Over two incredible days, Jaseena Elevate 2025 reminded us why we do what we do. We celebrated our achievements from 2024 and the first half of 2025, not as milestones, but as moments made possible by an incredible team and partners who believe in our vision. From rewarding our champions and sharing bold new strategies, to laughing together over team-building activities and being inspired by Mr. Ram Tolani’s keynote, every moment reinforced one truth: when we come together, we don’t just grow—we elevate. As we reflect on these two days, one thing is clear: elevating Jaseena means elevating every person who is part of this journey. Thank you to every team member, partner, and supporter who made this event a success. The next chapter starts now—and it’s going to be extraordinary. 📸 Scroll through to relive some of the best moments!
Market Dynamics of the Perfume Industry in the Middle East
This is the second blog in our exclusive series on the evolving fragrance industry in the Middle East. If you missed Part 1, which explores how tradition and modernity are blending in the region’s olfactory culture, you can read it here. Subscribe to our Newsletter for Part 3: Winning Brand Strategies in the Middle East Perfume Market, where we explore how fragrance brands can position, scale, and differentiate in this competitive yet culturally rich landscape. Introduction: A Region Where Fragrance Meets Strategy The Middle East has long been synonymous with fragrance. Rooted in centuries-old olfactory traditions, the region is now seeing a seismic shift in how perfumes are manufactured, marketed, and sold. While Part 1 of this series explored the cultural and trend-based evolution of the industry (read here), this second installment dives into the market dynamics that shape growth, innovation, and strategy in the region’s fragrance ecosystem. 1. Market Size & Segmentation: A Booming $13 Billion Opportunity According to a report by Research And Markets, the GCC perfume market is projected to surpass $13 billion by 2028, growing at a CAGR of 7.5%. Here’s a quick breakdown: By Country: Saudi Arabia: $3.5B+ by 2033; largest contributor to premium perfume consumption. UAE: A regional hub for luxury and niche perfumes. Kuwait, Qatar, Oman, Bahrain: Emerging growth pockets driven by rising disposable income. By Category: Mass Market: Affordable scents sold via hypermarkets and local stores. Luxury: Designer brands and exclusive releases. Niche/Artisanal: Small-batch, oud-forward or concept-based fragrances. Attars: Alcohol-free, oil-based perfumes deeply rooted in heritage. 2. Channel Evolution: From Souks to Subscriptions While traditional retail outlets and souk counters still dominate, the e-commerce boom is reshaping access and reach. Platforms like ArabianOud.com, NiceOne, and Golden Scent are tapping into digital convenience. Key Trends: Omnichannel Expansion: Brands like Ajmal and Swiss Arabian are blending physical and digital. AR & AI Sampling: Virtual “sniff” experiences on mobile. Subscription Models: Try-before-you-buy boxes gaining traction among Gen Z consumers. Brand Case Study: Jaseena International has leveraged this shift by expanding its digital catalog, improving D2C logistics, and offering curated selections for niche clientele across UAE and KSA. 3. Consumer Behavior: Personalization, Layering & Gen Z Dynamics Today’s buyer is not just purchasing a scent—they’re curating an identity. The rise of fragrance layering, gender-neutral notes, and mood-based collections is disrupting traditional segmentation. Emerging Personas: The Layering Enthusiast: Mixes oud with fresh floral for unique signature. The Gen Z Minimalist: Chooses subtle, sustainable blends. The Legacy Buyer: Prefers long-lasting attars and luxury blends. Read how changing fragrance rituals are impacting traditional olfactory habits. 4. Competitive Landscape: A Clash of Titans and Indie Disruptors The perfume market in the Middle East is witnessing intense competition: Regional Powerhouses: Afnan Perfumes: Known for a wide variety of high-quality, affordable fragrances that resonate across markets. Al Wataniah: Specializes in contemporary blends rooted in Arabic olfactory heritage. Arabiyat: A fast-rising brand celebrated for bold, long-lasting scents at accessible prices, particularly popular in the mass premium segment. ** 900+ stores globally; focuses on luxurious oud compositions. Global Entrants are also reworking classic launches with oud or amber accords to appeal to GCC sensibilities. 5. Regulatory Landscape & Supply Chain Realities Import duties, halal compliance, and sustainability checks are shaping the backend dynamics of the perfume business in both operational and strategic ways: Halal Certification: As a religiously and culturally significant requirement in markets like Saudi Arabia and parts of the UAE, halal certification impacts ingredient sourcing, alcohol usage, and manufacturing processes. Increasingly, brands are adopting AI-based traceability and blockchain-backed supply records to maintain compliance and transparency. Import & Labeling Regulations: Stricter GCC-wide import duties, ingredient labeling mandates, and shelf-life disclosures have created compliance hurdles for both local manufacturers and global importers. Many players are now investing in regional manufacturing hubs to circumvent tariffs and reduce logistic risks. Supply Chain Disruption: Political instability in some sourcing countries, volatile raw material prices (especially florals and musks), and rising freight costs have accelerated local production setups in Sharjah, Jeddah, and Riyadh to ensure resilience. Packaging & Sustainability Norms: Regulations around recyclable packaging, cruelty-free testing, and eco-certifications are no longer optional—brands that fail to comply risk market exclusion and declining consumer trust. 6. Halal & Sustainability Shaping the Next Decade With growing consumer awareness, brands are racing to meet eco-conscious and religious expectations. These aren’t just moral imperatives—they’re fast becoming key differentiators in a saturated marketplace. Eco Trends: Refillable Bottles (Amouage): Encourages reusability and waste reduction while reinforcing luxury branding. Waterless Fragrance Bases: A rising trend to eliminate preservatives and reduce ecological impact. Biodegradable Packaging: Becoming a baseline expectation, especially in GCC cities where luxury must also feel responsible. Carbon-Neutral Supply Chains: Brands like Jaseena are now mapping and optimizing freight and factory energy consumption to minimize environmental footprints. Halal Trends: Alcohol-Free Sprays: Particularly crucial for export in Islamic markets where sharia-compliant cosmetics are prioritized. Certified Supply Chains: Halal certification is evolving to cover entire ecosystems—including sourcing, manufacturing, and warehousing practices. Ethical Sourcing of Musks and Florals: A shift toward lab-grown musks and sustainable farming partnerships is gaining momentum. Transparency as Trust Currency: Consumers are demanding clear labeling, third-party certifications, and educational content around ingredient origins. 7. Strategic Outlook: What’s Next? The Middle East perfume industry is not just growing—it’s transforming. As brands look beyond the basics of distribution and design, long-term competitive advantage will depend on innovation, agility, and authenticity. Growth Drivers for 2025–2030: Experience Stores: Immersive retail experiences in Riyadh, Dubai, and Jeddah are fusing storytelling with sensory exploration. Think scent rooms, VR olfactory journeys, and AI-guided customization booths. Export Push: The GCC is not only a consumption hub—it’s becoming an export powerhouse. Local brands are breaking into Europe and Sub-Saharan Africa through curated digital storefronts and strategic trade pacts. Talent Pipeline: Regional training hubs like Ajmal Academy and independent perfumery bootcamps are nurturing a new generation of Middle Eastern perfumers equipped with both heritage and innovation. Private Labeling & White Label Services: Growing demand from boutique retailers across Asia and Africa has opened
We wish you a meaningful and mindful Earth Day.
May your actions, like ours, plant the seeds of change. At Jaseena, Earth Day isn’t just a calendar event—it’s a way of life. Rooted in care, wellness, and responsibility, we proudly practice sustainability across every level of our operations. This Earth Day 2025, we reflect on the conscious steps we’re taking daily to build a greener tomorrow: At Jaseena, Earth Day isn’t just a calendar event—it’s a way of life. Rooted in care, wellness, and responsibility, we proudly practice sustainability across every level of our operations. This Earth Day 2025, we reflect on the conscious steps we’re taking daily to build a greener tomorrow: Our ongoing Sustainability Practices 1. Responsible Electricity Usage From our offices to our warehouses, energy conservation is essential. We’ve implemented smart lighting systems and energy-saving protocols to keep our operations efficient and eco-friendly. 2. Zero Food Wastage Policy Food is never taken for granted at Jaseena. Across all our locations, we ensure minimal waste through careful planning, awareness, and redistribution efforts. 3. Paper? Only When Necessary Digital-first is our mindset. Whether it’s documentation or communication, we only print when absolutely required—helping us reduce paper waste significantly. 4. Recycle, Reuse, Reduce—A Way of Life From daily habits to larger operational decisions, the 3 R’s are deeply ingrained in our workplace culture. We regularly conduct awareness drives and encourage every team member to contribute mindfully. More Than Just a One-Day Commitment For us, sustainability isn’t about trends or checkboxes—it’s about legacy. Every mindful decision we make today helps create a more beautiful and resilient planet for tomorrow.“We don’t inherit the earth from our ancestors—we borrow it from our children.” Learn more about our long-term sustainibility initiatives.
Jaseena International Group – Strategic Conference 2025
A day of Vision, Alignment and Action. On April 11, 2025, we gathered as one team at the Crowne Plaza, Jumeirah, Dubai for our Internal Strategic Conference — a pivotal full-day session designed to reflect, realign, and reimagine the future of Jaseena International Group. In today’s fast-paced and ever-evolving business landscape, pausing to recalibrate purpose, revisit strategy, and realign teams is not a luxury — it’s a necessity. This wasn’t just a typical planning session. It was a 360-degree strategic reset — designed to reflect on what we’ve achieved, acknowledge where we can improve, and clearly define the path forward as we serve our partners, clients, and markets across the GCC. With participation from leadership and department heads across operations, marketing, finance, sustainability, and innovation, the conference was a dynamic blend of bold ideas, honest introspection, energizing collaboration, and strategic direction-setting for the rest of 2025 and beyond. Here’s what the day looked like: 1. Vision, Mission & Purpose Review: We began by reaffirming our core — revisiting who we are, why we do what we do, and how we envision the future of Jaseena as an industry leader. 2. Valuation & Strategic Positioning: Explored internal benchmarks and external market positioning as we continue to scale and grow in the region. 3. Setting the Priorities for 2025: A deep-dive session on our most important company-wide goals — sharpening our collective focus. 4. OKRs & KPIs: Mapping out measurable outcomes across all departments to ensure alignment, clarity, and accountability at every level. 5. 2024 Performance Review (Led by Durwang Salvi): Reviewed milestones and learnings from the past year — acknowledging wins, and reflecting on what we can do better. Read more on this topic. Read more 6. Budgeting (Led by Usman Umer): Discussed how we allocate resources to power both innovation and operational efficiency. 7. Increasing Efficiency (Led by Sarfraz Ahmed Minhas): Explored smarter workflows, reduced redundancies, and agile internal systems to support our fast-paced operations. 8. Marketing Initiatives (Led by Aamer Shahzad Minhas, with Shilpi Paul): A roadmap for brand visibility, digital activation, and campaign rollouts for our perfume brands across the GCC. 9. Learning, Development & Innovation: Strategizing upskilling, internal training frameworks, and future-proofing our teams. 10. Sustainability (Led by Aamer Shahzad Minhas): Reinforced our commitment to building a greener, more conscious company — both in logistics and brand storytelling. 11. Final Review & Action Points: Every participant contributed clear takeaways, ensuring our momentum continues beyond the room. This wasn’t just a meeting. It was a milestone! We say that for a good reason. At Jaseena International Group, we believe that clarity fuels progress, and collaboration drives excellence. That’s why our annual strategic conference isn’t just a date on the calendar — it’s a cornerstone of how we grow, together. It’s a moment to pause, look inward, and collectively shape what the next chapter of our story should look like — not just for us, but for our partners, our people, and the brands we proudly represent. It reminded us that strategy isn’t just about numbers and charts — it’s about people, purpose, and passion. To the entire Jaseena family — thank you for showing up, speaking up, and stepping up. To our partners — we’re excited for what lies ahead, and we can’t wait to keep creating value, one scent at a time.
Sustainibilty Initiative: Small Steps, Big Impact
At Jaseena, sustainability isn’t just a goal—it’s the heartbeat of everything we do. As stewards of a better future, we believe that even the smallest actions can create ripples of positive change. This belief drives us forward, shaping our decisions, initiatives, and the way we work every day.
Changing Trends in Middle East Perfume Industry: A Blend of Tradition and Modernity
This article is the first in a three-part series exploring the perfume industry in the Middle East. Stay tuned for the next installment in our upcoming newsletter, where we’ll delve into the “Market Dynamics of the Perfume Industry in the Middle East.”
Jaseena’s Year End Internal Conference
As we step into 2025, let’s not just aim for professional excellence but also take time to nurture our personal dreams. Together, we can achieve greatness by aligning our individual aspirations with the collective vision of Jaseena Group.” – Mr. Sarfraz Ahmad (Our Sales & Marketing Director)
