Aroma playground: How Sterling Perfumes blends culture and creativity

With a footprint spanning over 130 countries, Sterling Perfumes continues to expand while staying true to its philosophy of making luxury fragrances approachable and engaging. Speaking with Global Travel Retail Magazine at the TFWA World Exhibition and Conference in Cannes, Executive Director Gautam Siyal shared the company’s latest launches, focus areas, and what’s next for the brand.

Accessible luxury

At the TFWA World Exhibition and Conference in Cannes, Sterling Perfumes unveiled ARMAF Island Breeze, the latest addition to its flagship ARMAF line. The fragrance channels summer vibes with a neon Miami aesthetic, blending pink peach, rose, vanilla and floral musk. Its playful bottle, presented as a milkshake topped with a cherry, reflects Sterling’s approachable take on luxury.

Island Breeze follows last year’s ARMAF Delights releases, including Yum Yum and Island Bliss, reinforcing the brand’s focus on sweet, modern scents. Sterling is also refreshing its Odyssey line with gourmand favorites such as Marshmallow, Black Forest, Toffee Coffee, Ba Ha Mas and Go Mango.

Other brands further broaden Sterling Perfumes’ portfolio. Hamidi offers ornamental oils and non-alcoholic fragrances, while Risala combines French artistry with Oriental charm. Just Jack, Jenny Glow, Flavia and Artistic Perfumery provide additional diversity to meet broad consumer tastes.

Activating the senses

Sterling engages consumers through experiential activations and trend-driven product development. Influencers are key, especially in the U.S. and Latin America, where creators as young as 12 enjoy embracing playful and fruity scents. Yet Siyal stresses the brand’s wide appeal: “We are not focusing on Gen Z alone. Our fragrances need to feel classic, modern and relevant to a broad range of consumers. We think we have got the formula right.”

Personalization is central to the Sterling Perfumes experience. Siyal explains that layering - the practice of mixing fragrances to create a unique signature scent - is encouraged, which allows customers to experiment and craft their own combination of concoctions. He notes that studies are potentially showing that heightened senses from GLP-1 medications can also influence how consumers experience and interact with fragrances.

The company also relies on in-person global research to stay ahead of trends. “We travel extensively, from Singapore, France and Canada to Milan, India, Miami, Vegas, Russia, Ukraine, Birmingham and Japan,” Siyal says. “It is not just about finding clients but rather about understanding markets, how brands operate and how our fragrances can resonate with a variety of consumers.”

He adds that Sterling adapts its offerings to local preferences. “It’s always summer, winter, autumn or spring somewhere in the world. That gives us different references for each market to shape how we develop scents and experiences for different regions.”

Mecca of fragrance

Founded nearly three decades ago in Dubai, Sterling Perfumes has leveraged its heritage to build a global presence. As the manufacturing arm of Fakhruddin Holdings, a leading Middle Eastern conglomerate established more than 50 years ago, Sterling has become one of the region’s largest and most respected perfume manufacturers, crafting and distributing fragrances across a diverse portfolio for audiences worldwide.

Siyal highlights Sterling’s corporate culture, which sets it apart from many family-run businesses in the region. “To grow from a successful family business into a global leader, you need the right teams, you need to build equity, and you need to embrace innovation,” he shares. “There was a time when France was the mecca of fragrance,” Siyal notes. “Today, Dubai has taken that mantle.”  

ARMAF remains Sterling’s flagship brand, while Risala and Hamidi explore different price points, cultural influences and contemporary trends. “Risala offers great fragrance and quality at an affordable, accessible price,” Siyal shares.

Sterling stays closely attuned to market trends. “We were the first to create a Dubai Chocolate perfume, which put us on the global map,” Siyal says. “It gave people worldwide a sense of what we bring to the table.”

By combining accessible luxury, cultural insight and trend awareness, Sterling Perfumes continues to grow globally while staying true to its founding values. “Our products are developed after insights from today’s consumers, who are very different from the past,” Siyal says. “They want something unique. We aim to combine heritage with creativity and accessibility with luxury. That is the Sterling formula.”