Ajmal Perfumes rewrites the rules of traditional fragrance

Ajmal Perfumes has earned its title as the “King of Oud” through seven decades of mastery, but CEO Abdulla Ajmal is focused on evolution rather than reverence. The luxury fragrance house is reimagining how traditional Middle Eastern perfumery connects with younger, more diverse consumers while maintaining the craftsmanship that built its reputation.

“Today, we offer oud in three different categories – agarwood chips, oud oils and oud-based fragrances. It becomes part of the symphony, not always the main note,” Ajmal explains. “This versatility enables us to create compositions that resonate with younger, more global consumers who seek depth without heaviness.”

The brand’s approach to modernizing oud extends beyond formulation to experiential education. Perfumers are invited to the Oud Tour in Hojai, Assam, India, where Ajmal’s story began. “They experience the raw material firsthand – touching the wood, inhaling the oils, and understanding oud beyond the lab,” Ajmal says. “This intimate exposure often redefines how they use it – less as a trend, more as a living, breathing story.”

Creative liberation

Ajmal’s latest collection, The Untold Stories, represents a radical departure from traditional fragrance development. The brand gave perfumers complete creative freedom, asking them to “craft from instinct rather than instruction.” The result is five perfumes that feel deeply personal to their creators.

“For the perfumers, this approach unlocked new dimensions of self-expression. For our customers, it offered something rare: the chance to connect with a fragrance not shaped by trends or demographics, but by feeling,” Ajmal explains. “Each scent stands on its own – unfiltered, unexpected, and driven by personal experiences and memories rather than market trends.”

This creative philosophy reflects Ajmal’s broader business model, which Ajmal describes as “data-led but intuition-driven.” The company monitors traditional KPIs including footfall, product velocity and conversion, but places equal weight on emotional metrics.

“Some of our most successful initiatives – like the Untold Stories and Song of Oud launches – came from gut-driven bets following market trends, and the result was phenomenal,” he says. “Let the data inform the strategy, but let the soul guide the story.”

Retail theater

In travel retail, where consumers move quickly through high-traffic spaces, Ajmal has developed enticing activations that draw them in.

“Our immersive experiences are designed to slow the traveler down – to create pause, memory, and emotional connection in high-traffic spaces, which is crucial for business growth,” Ajmal explains. “Whether it’s a calligraphy note, a live oud performance or a curated scent journey, each interaction deepens the story. And when the story lands, conversion becomes natural, because the consumer walks away with more than a product. They take home a moment and a memory.”

Sustainable supply

Ajmal’s control of more than 10 million agarwood trees creates rare vertical integration in the fragrance industry. This connection extends beyond supply chain efficiency to cultural and environmental responsibility. “My grandfather started as a rice farmer, so giving back to the soil, the land and the people who tend it is as much a part of our identity as oud itself,” Ajmal says.

The company ensures sustainability through ethical sourcing and community investment via the Ajmal Foundation, which supports education, healthcare and rural development in Hojai, Assam and beyond. “In a world seeking purpose and provenance, this isn’t just a supply chain advantage; it’s a reflection of our values, rooted in respect for nature, people and legacy,” says Ajmal.

Format-specific adaptation

Ajmal’s expansion across airports, cruise ships and luxury downtown locations has revealed how the brand’s emotional equity translates differently across environments. In airports, “Storytelling must be immediate, immersive, and layered with service,” Ajmal says, while downtown luxury retail allows for deeper engagement with “tailored consultations, rituals, and a more curated narrative around ingredients and heritage.”

Cruise retail offers a more in-depth approach. “Ajmal resonates with fragrance connoisseurs and discerning travelers who look beyond mainstream designer luxury brands,” Ajmal notes. “Here, our expertise in oud, thoughtful personalization and rich legacy connects to those who value depth, authenticity and a more meaningful olfactory experience.”

Subhead: Strategic curation

The company’s decision-making process for scaling concepts balances creative intuition with commercial pragmatism. “We begin every concept by asking: Does this fragrance tell a story that deserves intimacy or reach?” Ajmal explains. “Some perfumes are meant to whisper, to remain rare, personal and discoverable. Others have the potential to travel wider without losing their essence. Ajmal’s strength lies in knowing that not everything should be everywhere.”

Global ambitions

Ajmal aims to expand from 60+ to 100+markets by 2030, a growth trajectory that requires careful navigation between scale and authenticity. “Each market has its own rhythm, and we adapt without compromising Ajmal’s soul,” Ajmal says. “That means curating assortments that honor local preferences, training fragrance consultants to narrate our story with cultural sensitivity and choosing partners who align with our ethos.”