Heritage
A house, in its own words
The Chalhoub Group introduced Ghawali in 2016 after identifying a gap in the regional market for niche oriental fragrances. The name Ghawali means "something precious, dear or loved" in Arabic, a reference to the cultural value of scent in Gulf societies. Early releases such as Al Azal Oud, Al Nobl Oud and Al Abiq Oud arrived the same year, establishing a core oud portfolio. In 2018 the brand added Laylaa, a scent that combined floral notes with a smoky base, marking its first expansion beyond pure oud. By 2024 Ghawali broadened its range with experimental releases like Nomadic Dreams and Musical Vibrations, showing a willingness to explore narrative‑driven concepts. The brand opened its first dedicated boutique in Dubai in 2022, providing a tactile space for customers to explore the line. Throughout its growth, Ghawali has collaborated with local artisans and international partners, including a 2023 partnership with DSM‑Firmenich to study traditional musk extraction methods. The house now lists sixteen distinct fragrances, the latest being the Love Note Hair Mist released in 2025, which demonstrates its move into ancillary scent products. Each milestone reflects Ghawali’s commitment to honoring Gulf perfume heritage while adapting to contemporary consumer expectations. Ghawali frames its creative vision around the idea of "modern incense." The brand treats perfume as a storytelling medium, drawing on oral histories and regional rituals to shape each composition. Its values emphasize authenticity, cultural respect and sensory clarity. Rather than chasing trends, Ghawali selects ingredients that have historically anchored Gulf perfumery—agarwood, frankincense, ambergris substitutes and native spices—and reinterprets them for present‑day wear. The house encourages personal connection, inviting customers to link scent with memory, place or emotion. In interviews, Creative Director Forat Al Haider has spoken about preserving the craft of traditional perfume making while integrating scientific research, a balance that informs the brand’s approach to formulation and presentation. Ghawali also prioritises sustainable sourcing, seeking certified oud farms and supporting local harvesters, a practice that aligns with broader industry moves toward ethical ingredient procurement.