The Story
Why it exists.
The beginning
Arabiyat Sugar launched in 2025 as My Perfumes' dedicated line for younger wearers who wear sweetness like a signature. Matcha Latte was one of fifteen debut fragrances, each named after a dessert or flavor, each unapologetic about what it smells like. Soizic Beaucourt built this one around rice milk, a note that rarely appears in Western perfumery but shows up everywhere in East Asian cuisine. The name arrived before the formula: something warm, comforting, and milky. What emerged was less latte, more lactonic daydream, coconut cream, soft peach, and lily of the valley lifted by orange blossom, anchored by sandalwood and tonka. The brand wanted edible. Beaucourt delivered something that smells like comfort made wearable.
Rice milk is the tell. Not matcha, that was just the mood board. What Beaucourt actually reached for was the starchy, slightly powdery quality of rice milk: the kind that clings to the inside of a bowl after the last sip. Coconut supports it with creamy, tropical weight. Peach adds juiciness without brightness. Lily of the valley and orange blossom keep the florals soft, present but never sharp. Caramel sweetens the middle, tonka bean smooths the exit. On skin, this combination reads as cozy rather than sweet. Powdery rather than fruity. The gap between name and scent isn't a flaw, it's the point. Arabiyat Sugar isn't selling accuracy.
The evolution
The opening announces coconut cream and peach immediately, sweet, creamy, with lily of the valley lending a quiet floral edge. It doesn't wait. Within minutes, the rice milk accord emerges. This is where wearers split: some find it warm and comforting; others describe it as powdered milk, dusty starch, an unexpected powdery quality that arrives mid-drydown. The florals, lily of the valley and orange blossom, never disappear. They sit underneath the lactonic wave, keeping everything soft rather than sharp. By hour three, the caramel and tonka bean carry the composition. Coconut still lingers in the background. Sandalwood and musk settle close to the skin. Six to eight hours is the range. Moderate sillage throughout. It doesn't fill a room, it stays close, intimate, like the scent of someone you've been near long enough to memorize.
Cultural impact
Gourmand fragrances occupy a particular space in the Middle Eastern market: accessible, playful, and unapologetically sweet. Matcha Latte enters that conversation with a twist, the rice milk accord is unusual enough to stand out from standard coconut-milk compositions. Wearers describe it as comforting, powdery, and distinctive. The 2025 launch puts it alongside other youthful, food-inspired releases from regional manufacturers targeting the same demographic.
