Heritage
A house, in its own words
The founders of Nayaat first entered the fragrance market with Orientica, a label that built a reputation for blending Arabian ingredients with Western techniques. After several successful releases, the team announced a new venture in early 2024, citing a desire to experiment with bolder compositions and a more streamlined brand identity. The announcement appeared on Orientica’s corporate blog and was echoed in a series of social‑media posts that highlighted the founders’ experience living and working in Dubai. By the summer of 2025, Nayaat launched its inaugural collection, featuring ten fragrances such as Soho Aura, XLNC Grandeur and Sultry Vanilla. Each launch was accompanied by unboxing videos on Instagram and YouTube, where influencers described the scents as “modern, clean and distinctly Arabian.” The brand’s early growth was marked by collaborations with regional artists for limited‑edition packaging, reinforcing its commitment to cultural dialogue. In 2026 Nayaat expanded its distribution to select boutique stores in Riyadh and Doha, while maintaining a direct‑to‑consumer channel that emphasizes personal storytelling. The house continues to add to its catalogue each season, positioning itself as a platform for emerging perfumers who share its vision of bridging heritage and innovation. Nayaat frames fragrance as a conversation between place and personality. The brand’s statements on its website stress a respect for the raw materials of the Middle East—oud, rose, saffron and frankincense—while encouraging creators to reinterpret those notes through contemporary lenses. Rather than claiming to reinvent perfumery, Nayaat emphasizes a disciplined curiosity: it asks each perfumer to anchor a scent in a specific memory or urban moment, then layer it with ingredients that echo the region’s spice routes. The house values transparency, publishing ingredient lists and sourcing origins whenever possible. Sustainability appears in its choice of recyclable glass and aluminum caps, and the brand supports local growers by sourcing raw materials from farms in Oman and Saudi Arabia. Community engagement also matters; Nayaat hosts quarterly scent‑pairing workshops in Dubai, inviting participants to explore how fragrance interacts with music, food and architecture. This approach reflects a belief that perfume should be both personal and social, a scent that can be worn alone yet shared in conversation.