Sterling Perfumes looks to ‘wow’ at TFWA Asia Pacific Exhibition
Introducing Maleka: ARMAF’s newest jewel in the Club de Nuit crown
Sterling Perfumes will introduce several exciting new fragrances from its flagship House of ARMAF at next month’s TFWA Asia Pacific Exhibition in Singapore (Basement 2, E26).
The UAE-based fragrance company will present an elevated showcase at the event, set on sharing its vision of bringing the next era of luxury-accessible perfumery to life.
Founded in 1998 under Fakhruddin Holdings, the Sterling Group has developed into a leader in beauty and fragrance innovation, combining tradition and modernity in a range of products which are available in over 132 countries.
Sterling Perfumes made its travel retail debut in 2022, introducing several brands including ARMAF, Risala, Flavia, Jenny Glow and Just Jack. Its mission is unwavering: to continuously push the boundaries of beauty and set new standards in the industry, offering some of the finest essences available for perfumery enthusiasts and connoisseurs alike.
Flagship brand ARMAF is known for its sleek packaging and commitment to accessible luxury, carving out a solid spot in the international fragrance scene. ARMAF strives for excellence and top-notch service whilst maintaining a balance between creativity and inspiration.
Sterling Group Chairman and CEO Dr. Ali Asgar Fakhruddin: "Expect something exceptional from Sterling as we continue to set new benchmarks in the fragrance category"
ARMAF offers a range of scent profiles, ranging from woody-spicy and citrus to floral, fruity, and Oudh notes, designed for men, women, and unisex preferences. The brand has partnered with many accomplished perfumers such as Christian Provenzano, Arturetto Landi and Olivier Cresp and celebrities including popular UAE actor and media personality Saoud Al Kaabi. Two fragrances from that collaboration will make their travel retail debut at TFWA Asia Pacific.
According to Sterling Group Chairman and CEO Dr. Ali Asgar Fakhruddin, travel retail is an increasingly important part of the company’s growth strategy.
“As the travel retail and duty-free sector continues to evolve rapidly, scent – as one of the most powerful emotional connections a traveler can make – remains constant. Our aim is to offer travelling consumers a journey scented with discovery, indulgence, and unforgettable storytelling,” he said.
With a focus on high-impact locations, Sterling is upping its luxury accessibility proposition, determined to integrate seamless digital engagement in the duty free experience. Premiumization, limited-edition exclusives, launch activations, and a stronger omnichannel presence are top priorities.
Boasting a strong presence in the Middle East, Sterling is determined to deepen engagement rather than merely expanding its presence. Retailtainment and immersive brand experiences are important pillars of the company’s strategy.
“We are looking forward to the TFWA Asia Pacific Exhibition as an opportunity to not only showcase our market-leading fragrances but also to strengthen our partnerships,” Dr. Fakhruddin said. “We want to create and offer unique customer experiences across all touchpoints of the consumer’s journey. In the Asia Pacific region, fragrances can be seen as a status symbol and the demand for exclusive, even collectible scents is at an all-time high. That said, travel retail exclusives offer a golden opportunity to offer travelers products that are not available elsewhere.
“The opportunities to succeed in the duty-free space are many – storytelling, scent pairing, increased engagement to name a few – and we are determined to own that space. We have an exciting collector’s edition in the making, along with new listings in key locations. Expect something exceptional from Sterling as we continue to set new benchmarks in the fragrance category.”
ARMAF lines set to hit the TFWA Asia Pacific spotlight include:
10-piece Club de Nuit Mini gift set
The easy-to-carry gift box is perfect for gifting and as a self-treat
This is a great gift concept, offering the experience of market-tested fragrances in an easy- to-carry gift box.
Club de Nuit Your Travel Buddy White & Black
Club De Nuit Travel Buddy in a sustainable, fashionable and practical format, this case holds two refillable pods: one roll on oil and one Eau de Parfum. It offers the experience of Sterling Perfumes’ most popular lines in the easiest, fun to use, and most accessible format ever. Available for both, men and women.
CDN Intense Man is a woody-spicy fragrance, with top notes of Lemon, Pineapple, Bergamot, Black Currant and Apple. Middle notes include Birch, Jasmine, Rose with base notes of Musk, Ambergris, Patchouli and Vanilla.
Floral and fruity, CDN Woman boasts top notes of Orange, Bergamot, Grapefruit, Peach, a heart of Rose, Jasmine, Litchi and Geranium and base notes Patchouli, Musk and Vanilla, Vetiver.
“For women who rule without permission”, Club de Nuit Maleka is another Fruity/Floral fragrance with top notes of Bergamot, Lychee and Pink Pepper. They combine middle note of Orris on a base of Sandalwood, Praline and Ambrox.
ARMAF’s newest jewel in the Club de Nuit crown, CDN Maleka, is not about pageantry; it’s about power – quiet, subversive, and entirely self-owned. With Maleka, Club de Nuit expands its storytelling, marking a shift in tone to an era of silent supremacy. Maleka (Arabic for queen) isn’t loud; she doesn’t need to be. She’s the kind of woman whose presence feels like prophecy; the storm you didn’t see coming, cloaked in silk and sugared defiance.
Bergamot and lychee tease like charm with a secret. Orris root lies at the center, powdery yet resolute with Ambrox and Praline melting into skin like gold dust. According to the brand team at Sterling Perfumes, “Maleka is for the woman who lives softly but leaves an imprint. She may wear satin, but she moves like strategy”.
Armaf Odyssey Mandarin Sky Elixir sits in the oriental, woody olfactive category. Its top notes include Mandarin, Orange, Clarysage, Lavender, Cardamom and Black pepper, with a heart of Incense, Patchouli, Caramel and Tonka Bean. Base notes are Vetiver and Vanilla.
Following on the Dubai chocolate trend: Odyssey Dubai Chocolat
On-trend Armaf Odyssey Dubai Chocolat is a Gourmand fragrance, both Oriental and Vanilla. Top notes include Coffee, Pistachio, Knafeh, Praline and Hazelnut over a heart of Chocolate, Vanilla and Cardamom and base of Caramel, Amberwood and Tonka Bean.
Last, but definitely not least, in the Sterling Perfumes’ offer for TFWA Asia Pacific is the outstanding Armaf SHK 1 & 2, in collaboration with Saoud AlKaabi.
Armaf’s SHK I & II are two unisex EDPs crafted for a global audience. The fragrance ingredients are inspired from Saoud’s travels: Bergamot from Italy; Cedarwood from Lebanon; Peach from USA; Vetiver from India, Saffron from Morocco and his own Emirates motherland that made him love Oud and Musk. The fragrances underline Saoud’s vision and passion to build a bridge that connects diversity with a universal emotion: The Scent of ONE World.
SHK -1 is Oriental and Woody, with a Bergamot top note and heart notes of Cashmere Wood, Pink Pepper and Vetiver. Base notes include White Musk, Cedarwood and Amber. Floral and fruity SHK-2 has top notes of Bergamot, Peach and Rose, a heart of Saffron, Jasmine, Caramel and Oud and an impressive base of Patchouli, Labdanum, Vanilla, Benzoin, Leather, Musk and Woody notes.
