March 15 2024  |  Fragrances, Cosmetics, Skincare & Haircare

Ajmal enters UK market with exclusive Prive collection at World Duty Free

By Hibah Noor


Ajmal is targeting UK consumers with its exclusive Prive collection

Prestigious fragrance house Ajmal is entering the UK market with the launch of the Prive collection with World Duty Free in Heathrow Terminal 4.

The Dubai-based perfumer, which boasts a rich heritage that spans seven decades in the art of fragrance, has crafted the collection exclusively for the European market.

According to Ajmal, the Prive collection represents “the ultimate expression of the brand's heritage, craftsmanship, and expertise in extracting the purest ingredients”. It consists of five ranges with three variants each: Kristaal, Galaxy, Gems, Royal, and Signature. Every formulation is expertly blended to offer a luxury perfume experience with over 20% pure concentrated oil in each bottle.

Since 1951, when the late Haji Ajmal Ali first harvested Oud Oil from Agarwood trees in Assam, Northern India, Ajmal has been committed to producing the purest formulations and its Farm-to-Fragrance ethos, as grower, manufacturer, and retailer of its collection. In that same area of Assam today, Ajmal cultivates over 10 million agarwood trees and is known as a leading purveyor of the finest oud and oud oil, as well as other fine and rare perfume ingredients.

Abdulla Ajmal, CEO and the third generation Ajmal, said, “The launch of Ajmal in the UK marks an exciting new era for the company. The Prive collection will be the UK consumers' first introduction to Ajmal’s world of luxury perfume rooted in creativity and innovation. We have created this exclusive collection for the UK as we recognize its status as one of the most sophisticated and developed perfume markets in the world, driven by knowledgeable perfume buyers who are looking for new and unique fragrances with exceptional ingredients.

“World Duty Free provides us with a wonderful starting point to connect with consumers who may have seen the Ajmal brand during their travels, and we will look to further our expansion in UK and Europe later in the year via luxury retailers, building Ajmal’s reputation as a globally recognized fragrance powerhouse.”

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