Eight collections revisit familiar Rasasi creations through contemporary design, craftsmanship and personal expression.
- Eight fragrance collections reinterpret familiar Rasasi creations for younger audiences.
- Custom bottles and tactile packaging give heritage scents contemporary appeal.
- Salman Khan joined the unveiling at Beautyworld Middle East 2026.
- Dubai’s fragrance heritage takes centre stage with global ambitions ahead.
A fragrance can become part of someone’s identity long before they realise it. A familiar scent might recall a family gathering, a favourite evening out or the ritual of getting ready before stepping into Dubai’s busy social scene. At Beautyworld Middle East 2026, Kenz de Rasasi draws on that emotional connection, giving established perfumery creations a fresh expression through contemporary design and a new perspective on luxury.
For fragrance lovers, discovering a new bottle often begins with curiosity about what lies inside. Kenz de Rasasi builds on that instinct by revisiting selected creations from Rasasi’s established portfolio, refining their compositions and presenting them with custom bottle designs and carefully considered materials. Familiar roots, a different feel.
The house unveiled eight collections at Beautyworld Middle East, including Beyond Hawas, Hawas Apex, Hawas Desire, La Yuqawam Terrabotanica, Daareej, Shuhra, Rimal and Tobacco. Each brings a new presentation to Rasasi’s existing perfumery heritage, pairing recognisable names with a more contemporary visual identity. The details count.
That approach fits naturally into Dubai’s fragrance culture, where perfume can be part of getting dressed, welcoming guests or preparing for an evening out. Scent is personal. With fragrance layering and individual expression gaining attention among perfume enthusiasts, the idea of a fragrance house built around heritage and reinterpretation offers another way to explore familiar scent profiles without treating tradition as something fixed.
Kenz de Rasasi takes its name from the phrase “The Treasures of Rasasi”, a reference to the creations it carries forward. Conceptualised under the creative direction of Rasasi Perfumes owner and AAR Group chairman Anis Abdul Razak, the house follows a simple philosophy: preserve the character of the originals while giving their presentation a distinct identity for a younger audience.
The unveiling also had a familiar face at the centre of the occasion. Bollywood star Salman Khan joined Anis Abdul Razak at the brand’s Beautyworld Middle East booth, connecting a Dubai-born fragrance story with audiences across the UAE, India and beyond. It added a recognisable cultural link to the house’s international ambitions.
For Dubai’s fragrance community, the launch is a reminder that heritage can evolve without losing its roots. Kenz de Rasasi is entering a global luxury fragrance market valued at around USD 16 billion, with accessible luxury, craftsmanship and design at the heart of its proposition. Discover the eight collections and see how Rasasi’s familiar fragrance names are being presented anew!
