Heritage
A house, in its own words
Arabiyat Sugar emerged from My Perfumes, a fragrance manufacturer based in Dubai. In 2025, the company decided to establish a dedicated brand specifically targeting younger demographics with gourmand-focused scents, recognizing that this segment required its own distinct identity separate from the parent company's mainstream offerings. The creation of Arabiyat Sugar represented a strategic pivot toward youth-oriented positioning within the competitive regional fragrance market. The brand's name itself signals its direction — 'Sugar' as an unapologetic embrace of sweetness, indulgence, and confectionery-inspired perfumery. This naming choice reflected a deliberate move away from traditional Arabian fragrance conventions toward flavors and textures more familiar to younger consumers familiar with dessert culture, bubble tea, and Western confectionery. The brand launch at Beauty World Middle East in October 2025 marked its first public appearance, introducing the collection to industry professionals and consumers simultaneously. The fifteen-fragrance launch lineup demonstrated breadth across sweet categories, from milk-forward compositions to chocolate-rich blends, positioning the brand as a comprehensive destination for gourmand enthusiasts seeking novelty within a single collection.
Arabiyat Sugar operates from a philosophy centered on accessible sweetness and playful self-expression through scent. The brand's aromatic universe draws heavily from food and dessert culture, translating familiar flavors into wearable fragrances that function as sensory signatures rather than traditional perfumes. This approach reflects a broader shift in the fragrance industry where younger consumers increasingly reject the formality of classic perfumery in favor of approachable, personalizable scents that feel like extensions of their identity. The brand describes its collection as 'young, colourful, and vibrant,' language that emphasizes energy and individuality over sophistication or heritage. By positioning gourmand fragrances as vehicles for personality rather than mere olfactory pleasure, Arabiyat Sugar aligns itself with a generation that views scent as part of daily expression, much like fashion or digital presence. The emphasis on sweetness also serves a practical function — gourmand notes tend to perform well in warm climates due to their projection and longevity, making them suitable choices for consumers in the Middle East and similar regions. The brand's willingness to draw inspiration from specific dessert categories — Tres Leches cake, French vanilla lattes, cookie dough — suggests an intimate understanding of its target audience's palate and cultural references.