Heritage
A house, in its own words
The house emerged in Paris during 2022, established by Habib Al-Sowaidi, a fragrance professional of Yemeni origin. The choice of the Queen of Sheba as a central figure connects the house to a figure prominent across multiple cultural traditions, from biblical texts to Arabian folklore. Al-Sowaidi's biography as described by independent fragrance commentators indicates he spent his childhood immersed in Yemen, where aromatic traditions hold particular significance. The decision to launch a French house rather than establish the brand in the Gulf reflects a strategic positioning within the elite tier of artisanal perfumery, leveraging Paris's historical association with luxury fragrance. The house has since expanded its catalog to include roughly a dozen distinct expressions, with notable releases spanning from 2022 through 2026. Independent reviewers on platforms including YouTube and fragrance communities have documented the brand's emergence as a notable entry in the niche market segment.
The house operates from an understanding that fragrance carries cultural memory. The legend of the Queen of Sheba, a figure associated with the trade of precious aromatics across the Bab-el-Mandeb strait and into the Levant, serves as thematic anchor. The house appears to position its creative work as continuing a historical thread that connects ancient incense trade routes to contemporary perfumery. Al-Sowaidi reportedly draws upon his Yemeni upbringing to inform the house's material choices, favoring ingredients with established significance in Arabian olfactory traditions. The house maintains collaboration with established perfumers rather than positioning the founder as the sole creative voice, suggesting an approach that values multiple artistic perspectives within a coherent brand vision.