Wasem Al Ghazi

Wasem Al Ghazi

I've spent around 20 years in the luxury fragrance industry, and I can confidently say that the transformation we've witnessed in the GCC over the past five years has been remarkable.

When I started my career, the market was largely dominated by international luxury houses and major regional players. Today, the landscape is very different. Independent niche fragrance houses have become increasingly relevant, and consumers are much more educated and adventurous.

One of the biggest changes is the power of the fragrance community. Social media, particularly TikTok and Instagram, has completely changed how consumers discover fragrances and how brands build their reputations. A young independent fragrance house can now generate tremendous interest without having the marketing budgets of major luxury groups. We've experienced this directly with brands such as BORNTOSTANDOUT and Scentologia.

Another important change is that the GCC consumer is no longer simply following international trends. Our consumers are helping shape global fragrance trends.

For me, the most exciting development is that the Middle East is becoming not only a major consumption market but also an important center for fragrance creativity, innovation, and entrepreneurship.

Wasem Al Ghazi

The Gulf consumer has always had a very sophisticated relationship with fragrance. Perfume is deeply rooted in our culture and daily lives.

But one of the biggest changes we're witnessing is that consumers are no longer as loyal to traditional fashion houses as they once were. They're increasingly open to discovering independent niche fragrance brands, exploring new creations, and experimenting with different scent profiles. They're becoming more adventurous and knowledgeable. They appreciate originality, authenticity, and fragrances that reflect their individuality rather than simply wearing a famous designer name.

Layering is another important trend. Gulf consumers have a long tradition of combining fragrances, and today we're seeing younger generations experimenting with layering different compositions to create their own signature scents. And of course, longevity and performance remain essential. Consumers in our region genuinely appreciate fragrances with strong lasting power, quality ingredients, and a distinctive character.

Storytelling and creativity also play an increasingly important role. People want to understand the inspiration behind a fragrance and the identity of the house creating it. Look at BORNTOSTANDOUT, for example. It's a disruptive brand that's challenging the traditional codes of perfumery through its provocative identity, unconventional storytelling, and bold fragrances. We recognized its potential from the very beginning and became one of its first distribution partners globally. Or take Scentologia, where fragrances like Lactonic, Woodylang, and Syn.Cherry have generated significant interest because they offer consumers something unexpected.

For me, the modern Gulf fragrance consumer is not simply buying a perfume anymore. They're looking for individuality, exceptional performance, and the freedom to express themselves through fragrance.

Wasem Al Ghazi

This question goes directly to the reason we established GDS Prestige. When I was working with major international luxury groups, I identified a clear gap in the regional distribution market. Large international companies had their own structures, and major regional corporations were already representing established luxury houses. But many exciting emerging fragrance brands didn't have access to qualified distribution partners capable of developing their businesses in the GCC. We created GDS Prestige to bridge that gap.

I strongly believe that bringing a fragrance brand into a market is not simply about importing products and placing them on shelves. It requires a proper go-to-market strategy, strong retail relationships, marketing investment, operational discipline, and, most importantly, consistent execution. Attention to detail is fundamental. Every element matters, from brand positioning and retail presentation to inventory availability and the consumer experience.

BORNTOSTANDOUT is a perfect example of our approach. We were among its first global distribution partners, identifying its potential when the brand was still in its early stages. For almost three years, we invested in developing the brand, building its retail network, and creating awareness. Today, seeing BORNTOSTANDOUT enter Sephora, celebrating the Cola Addict launch with its founder Jun Lim in Dubai, and taking over the giant digital screen at Sephora in The Dubai Mall represents a major milestone for us.

But entering Sephora isn't the finish line. It's another stage of the journey, requiring even greater commitment and investment. My philosophy has always been that we don't simply distribute fragrances. We build brands. And building a brand takes patience, financial commitment, attention to detail, and long-term vision.

Wasem Al Ghazi

I believe Gulf fragrance houses have already gained tremendous credibility in the European market, and that credibility has been earned through authenticity, strong brand identities, and a fragrance culture deeply rooted in our heritage.

Perfumery has always been part of Middle Eastern culture. Take oud, for example. It's an ingredient that has been appreciated in our region for generations and has become an important part of international luxury perfumery. We have a genuine cultural connection to fragrance, and I believe that gives Gulf houses a unique advantage when developing their identities and storytelling.

But authenticity alone is not enough. The real challenge is consistency. A brand needs to remain consistent in its creativity, quality, positioning, execution, and long-term vision. Look at Amouage. It's an excellent example of a fragrance house from our region that has built extraordinary international credibility while remaining connected to its Omani heritage.

Success doesn't happen by accident. I strongly believe it's all about attention to detail, consistency, finding the right market operator, and developing the right go-to-market strategy. You need distribution partners who understand your vision, know how to position your brand, and are willing to invest in building it over time.

That's exactly how we approach our own fragrance houses through Arcadie De Niche. With Scentologia and Paradis des Sens, our ambition has always been international. Today, our network extends across more than 50 countries, and we're continuing to build our presence in Europe and other global markets. We're not simply interested in placing products in as many stores as possible. We want the right retail environment, the right partners, and sustainable consumer demand.

For me, Gulf fragrance houses no longer need to prove that they belong in the international luxury market. They've already earned their place. The challenge now is to remain consistent, execute at the highest standards, and build brands that will stand the test of time.

Wasem Al Ghazi

I think Notes Dubai represents something very important for the future of our industry. The Middle East has always been a major fragrance market, but what we're witnessing today is the emergence of a powerful and increasingly influential fragrance community. Collectors, reviewers, content creators, enthusiasts, and brand founders are becoming an essential part of the fragrance ecosystem.

I've always believed in building genuine relationships with this community. At GDS Prestige and Arcadie De Niche, we've invested considerable time and effort in connecting with fragrance enthusiasts, listening to their feedback, and supporting initiatives that bring people together. We recently collaborated with Notes Dubai on our Paradis des Sens Overdrive event, which brought together more than 300 attendees. Experiences like this demonstrate the energy and passion that exist in the regional fragrance community.

I believe platforms such as Notes Dubai can help elevate that community further by bringing international fragrance houses, local creators, and consumers together. For its first edition, I'd love to see genuine discovery, meaningful conversations, and opportunities for emerging brands to connect directly with fragrance lovers. I'm also excited about the possibility of Dubai becoming an international destination for fragrance enthusiasts, not just for trade exhibitions but for experiences centered around the culture of perfumery.

You can buy advertising and visibility, but you cannot buy genuine credibility within a community. That has to be earned. And I believe Notes Dubai has an opportunity to contribute to that.

Wasem Al Ghazi

This is actually one of the biggest strengths of our business model. We operate on both sides of the fragrance industry, and each side constantly teaches us something about the other.

Through GDS Prestige, we work with international fragrance houses, retailers, and consumers. We understand the commercial realities of distribution, market entry, retail execution, consumer behavior, and the investment required to build a successful brand. That experience has been extremely valuable in developing our own fragrance houses through Arcadie De Niche.

When we develop Scentologia or Paradis des Sens, we're not thinking only about creating a beautiful fragrance. We're thinking about the complete brand: its identity, positioning, storytelling, product development, pricing, retail environment, international distribution, and long-term potential.

At the same time, becoming brand creators has completely changed how we approach distribution. Today, when I sit across the table from a fragrance founder, I understand exactly what they're going through: the investment, the risks, the emotional attachment, and the attention to detail involved in building something from the ground up. That creates a different level of understanding and responsibility towards our partners.

I also believe in empowering our teams and giving them ownership of the commitments we make to our partners and the fragrance community. Our reputation is built on delivering those commitments. And because the industry is transforming so quickly, agility is essential. We need to remain close to consumers, embrace innovation, and adapt without compromising our standards.

Ultimately, GDS Prestige and Arcadie De Niche share the same philosophy. We want to discover, develop, and build fragrance houses with strong identities and international potential. Distribution gives us the knowledge of the market. Creation gives us the opportunity to shape its future. And for me, the real achievement isn't simply building a large business. It's building brands, partnerships, and a reputation that will last.