Salman Khan joins Rasasi for the Dubai unveiling of its new fragrance house.
- Salman Khan will attend the official Kenz De Rasasi unveiling.
- Eight fragrance collections will introduce the house to global buyers.
- Rasasi heritage gets a contemporary expression across every detail.
- Dubai becomes the stage for Kenz De Rasasi’s international debut.
A fragrance can say plenty before anyone asks your name. In Dubai, where oud, bakhoor and perfume rituals are woven into everyday life, scent has long carried memories, personality and occasion. Kenz De Rasasi steps into that culture on 6 October, bringing a new interpretation of Rasasi heritage to Beautyworld Middle East 2026, with Bollywood superstar Salman Khan joining the official unveiling.
Walk through Dubai World Trade Centre during Beautyworld and fragrance is impossible to miss. Bottles catch the light, perfumers talk through ingredients, and buyers move between brands searching for the next scent worth remembering. This year, Kenz De Rasasi arrives with eight fragrance collections. It’s a sizeable first impression.
At the centre of the concept is a simple name with plenty of meaning. “Kenz” means treasure in Arabic, while “de” means of in French, creating the phrase “The Treasures of Rasasi.” Rather than simply bringing older fragrances back, the house has reworked its selected heritage treasures from scent and formulation to bottles, packaging and storytelling. Every detail gets a rethink.
That approach fits neatly into a wider shift happening across the Gulf fragrance scene, where heritage and personal identity are becoming increasingly important to how luxury scent is experienced. Beautyworld’s 2026 programming is putting similar attention on Arabian perfumery, cultural relevance and the changing fragrance consumer. Dubai is watching closely.
For visitors at the Kenz De Rasasi booth, Z6-A12, the experience will also have a distinctly cinematic moment. Salman Khan will join Anis Abdul Razzak, owner of Rasasi Perfumes and chairman of AAR Group, from 2:00 PM on 6 October for the official launch and unveiling. Expect cameras everywhere.
There’s a bigger story behind the celebrity appearance, too. Kenz De Rasasi has been developed from within the Rasasi family, drawing on decades of perfumery expertise while creating an identity aimed at contemporary fragrance consumers. Its ambition stretches beyond a refreshed collection, with Dubai positioned as the home base for a fragrance house looking towards international markets.
For Dubai’s beauty and fragrance crowd, this makes the unveiling more than another booth moment at a busy trade show. It brings together Arabian perfumery heritage, contemporary design and one of Indian cinema’s most recognisable stars under a single new name. The scent story starts here.
Kenz De Rasasi will officially unveil its fragrance universe at Beautyworld Middle East from 6 October, offering industry visitors their first look at all eight collections. For anyone watching where Dubai’s fragrance scene goes next, this is one unveiling worth finding at Z6-A12!
