Heritage
A house, in its own words
Emirates Pride Perfumes began in 2011 when brothers Mohammed and Ayoob Ibrahim opened a modest shop on Sheikh Zayed Road. Their goal was simple: bring the rich scent traditions of the Emirates to a modern retail setting. Within two years the brand introduced its first oud‑centric offering, White Oud, which quickly earned a reputation for depth and longevity. By 2015 the house expanded its portfolio with Mystery, a fragrance that signaled a willingness to explore darker, more experimental accords while staying true to Arabian roots. The period between 2016 and 2019 saw rapid growth. White Oud remained a bestseller, and the launch of Navy in 2019 marked the brand’s first major push into the male market. That same year Emirates Pride opened its first store outside the UAE, establishing a flagship presence in Riyadh, Saudi Arabia, and beginning a regional expansion that would later include Kuwait and Oman. Collaboration became a hallmark of the brand in the early 2020s. In 2022 the house released Thekrayat and Maroon Intense, both praised for their intricate blend of rare oud and spice. A pivotal moment arrived when Givaudan master perfumer Christophe Raynaud visited the Dubai headquarters and co‑created Masters Signature, a limited edition launched in 2025 that combined Western technique with Emirati sensibility. The following year Emirates Pride unveiled Future Bakhoor, a contemporary reinterpretation of traditional incense that earned accolades for preserving ritual while embracing modernity. Throughout its fifteen‑year history the company has maintained a steady release cadence, adding fragrances such as More of Oud, Dallah, Danah, Al Emarat, White Overdose and Reflection between 2023 and 4. Each launch reinforces the brand’s commitment to quality, affordability, and cultural authenticity, positioning Emirates Pride as a leading voice in the Gulf’s evolving perfume landscape. Emirates Pride believes that a perfume should act as a bridge between past and present. The house draws inspiration from Emirati ceremonies, desert evenings and the bustling souks of Dubai, translating those moments into scents that feel both timeless and current. Rather than chasing fleeting trends, the brand focuses on ingredients that carry a story—aged oud, natural ambergris, hand‑picked bakhoor—and layers them in a way that respects their origin. Accessibility forms another pillar of the philosophy. While the formulas aim for premium performance, the price point stays within reach of everyday enthusiasts, allowing a broader audience to experience authentic Arabian fragrance. The creative team encourages dialogue with customers, using feedback to refine existing blends and spark ideas for new releases. This iterative approach keeps the collection fresh without sacrificing the core values of heritage, durability and genuine expression.
