Kenz de Rasasi has introduced eight fragrance collections at Beautyworld Middle East 2026, blending Dubai’s perfume heritage with contemporary luxury. Bollywood star Salman Khan attended the launch as chief guest.
DUBAI: Kenz de Rasasi, a new luxury fragrance house rooted in the heritage of Rasasi Perfumes, has officially debuted at Beautyworld Middle East 2026, unveiling eight perfume collections designed for a new generation of fragrance enthusiasts. Bollywood superstar Salman Khan joined the launch as chief guest, bringing additional attention to the Dubai-born brand.
The brand’s introduction marks a new chapter for Rasasi, combining decades of regional perfumery expertise with contemporary bottle designs, refined compositions and a wider international ambition.
What makes the new Dubai fragrance house different?
The name translates to “The Treasures of Rasasi”, reflecting its focus on preserving established perfume traditions while introducing a modern luxury identity.
Conceptualised by Anis Abdul Razak, owner of Rasasi Perfumes and Chairman of AAR Group, the fragrance house reinterprets selected signature creations through updated formulations, distinctive packaging and carefully developed presentation.
Rather than moving away from its origins, the company aims to make traditional Arabian perfumery more relevant to younger consumers seeking individuality, quality and distinctive scents.
Which eight perfume collections were unveiled?
At Beautyworld Middle East, the brand introduced eight collections:
- Beyond Hawas
- Hawas Apex
- Hawas Desire
- La Yuqawam Terrabotanica
- Daareej
- Shuhra
- Rimal
- Tobacco
The fragrances feature redesigned bottles, elevated materials and new packaging intended to reflect contemporary luxury while maintaining connections to Rasasi’s established identity.
Why did Salman Khan attend the Dubai launch?
Bollywood actor Salman Khan attended the official unveiling at Dubai World Trade Centre on October 6, appearing alongside Anis Abdul Razak.
His appearance attracted considerable attention, highlighting the brand’s connections with audiences across India, the UAE and other international markets.
The celebrity appearance also increased visibility for a fragrance house seeking recognition beyond its established regional customer base.
How does the brand plan to reach international customers?
The company is positioning its new identity within a global luxury fragrance market it estimates at approximately $16 billion.
Its strategy combines established Arabian fragrance craftsmanship with accessible luxury, contemporary aesthetics and product storytelling aimed at attracting younger buyers.
Ismail Anis Abdul Razzak, Deputy Chairman and Co-Founder of AAR Group, described the launch as an opportunity to carry Dubai’s perfumery heritage into international markets.
With the global fragrance industry becoming increasingly competitive, the brand hopes its combination of traditional scent expertise and modern presentation will appeal to consumers looking for distinctive perfume experiences.
Impact to expect
The launch could strengthen Dubai’s position as a regional centre for fragrance innovation while creating opportunities for UAE perfume brands to reach international consumers. It also reflects growing interest in combining Middle Eastern craftsmanship with contemporary luxury branding.
The arrival of Kenz de Rasasi also highlights how established UAE businesses are adapting their heritage for younger audiences. As Kenz de Rasasi expands its identity, consumer response to its eight collections will help determine whether this approach succeeds beyond the regional market.
