Bollywood star Salman Khan will launch Dubai-based fragrance brand Kenz De Rasasi at Beautyworld Middle East on October 6.
New fragrance brand debuts in Dubai
A new fragrance brand from the Rasasi family will make its official debut in Dubai this month, as Kenz De Rasasi launches at Beautyworld Middle East 2026 which will be held at Dubai World Trade Centre.
The brand is being introduced as a contemporary extension of the Rasasi Perfumes heritage, with a focus on reworking selected fragrances from the company’s history for a new generation of consumers.
The launch is scheduled for 6 October at 2pm at Kenz De Rasasi’s booth, Z6-A12, at Beautyworld Middle East.
Salman Khan to attend launch
Bollywood actor Salman Khan will attend the unveiling as chief guest, alongside Anis Abdul Razzak, owner of Rasasi Perfumes and chairman of AAR Group.
Kenz De Rasasi said the appearance will form part of the brand’s official introduction to retailers, distributors, media, creators and others attending the fragrance industry event.
Eight fragrance collections planned
Kenz De Rasasi will introduce eight fragrance collections at Beautyworld Middle East, giving international industry visitors their first look at the new brand and its product range.
The company says the new label is not intended to simply reproduce older Rasasi fragrances. Instead, selected creations from its heritage are being reworked across their fragrance formulations, bottles, packaging, design and consumer positioning.
The name Kenz De Rasasi reflects that approach. “Kenz” means “treasure” in Arabic, while “de” means “of” in French, giving the name the meaning “The Treasures of Rasasi.”
Brand aims to build on Dubai heritage
According to the company, Kenz De Rasasi was conceptualised and creatively driven by Anis Abdul Razzak and draws on decades of experience within the Rasasi family.
The new brand is being positioned separately from Rasasi while retaining its connection to the family business. Its stated ambition is to develop a contemporary fragrance house from Dubai with an international presence.
The Beautyworld Middle East launch will mark the first public introduction of Kenz De Rasasi and its eight collections to the wider global fragrance industry.
