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“Arabian perfume” searches have grown dramatically on TikTok and Google.
January 19, 2026
By: Jamie Matusow
Editor-in-Chief
A key highlight of Beautyworld Middle East 2025 was scent, led by trend-setting Middle Eastern fragrance houses that are shaping the global olfactory map. With exotic scents and lavish packaging, Arabian fragrance has earned the global spotlight. According to Spate data, TikTok and Google searches for “Arabian perfume” have grown by more than 60% in 2025. The region’s perfume culture is evolving. Names like Amouage, Kayali (a finalist in the BWME 2025 Awards), Lattafa and Armaf are leadin...
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