Lattafa Perfumes, the UAE-based fragrance house with a presence in more than 150 countries, has introduced Khamrah Mira, a new fragrance created as the feminine counterpart to its popular Khamrah scent.
The latest addition to the collection builds on the warm, gourmand character associated with the original Khamrah, introducing a floral composition designed to offer a different expression of the fragrance.
Khamrah Mira opens with red currant, cinnamon and mandarin, followed by a heart of jasmine sambac, orange flower, Rosyfolia and chestnut. The base brings together roasted tonka absolute, Madagascar vanilla, benzoin resin, Cocoa Pulse and musk, creating a layered composition that combines floral, fruity and warm gourmand notes. While retaining elements of the original Khamrah’s character, the new fragrance introduces a softer, more floral profile.
The introduction follows the growing recognition of the Khamrah collection among international fragrance enthusiasts. Much of Lattafa’s visibility in recent years has been shaped by online fragrance communities, particularly on platforms such as TikTok, where consumers have shared reviews, recommendations and personal experiences with the brand’s fragrances. This interest has contributed to Lattafa reaching audiences beyond its traditional markets, including younger consumers discovering Middle Eastern perfumery.
“Khamrah has grown into one of our most recognised fragrances, and what has been particularly interesting is how organically people have connected with it. With Khamrah Mira, we wanted to build on that familiarity while exploring a different side of the fragrance. The idea was to retain the warmth and richness that define Khamrah, but introduce a softer, more floral composition that feels distinct in its own right. As people’s fragrance preferences evolve, we want to continue creating scents that become a natural part of their everyday lives,” said Abdul Rahim, Chief Operating Officer and Creative Director, Lattafa Perfumes.
Khamrah Mira joins Khamrah, Khamrah Qahwa and Khamrah Waha within the collection, alongside other established Lattafa fragrances such as Eclair, Yara and Asad. The introduction reflects the brand’s continued development of fragrances across different scent profiles, preferences and occasions.
Lattafa’s international presence has also expanded through a combination of online retail, consumer interest and distribution partnerships. The brand’s fragrances are now available through retailers including Ulta Beauty in the United States and Marionnaud in France. The role of fragrance communities has also influenced how Lattafa approaches certain product launches.
With the addition of Khamrah Mira, Lattafa continues to develop its existing collections while exploring new interpretations of established fragrances. The launch reflects the evolving preferences of fragrance consumers and the growing international interest in fragrances originating from the Middle East.
Lattafa continues to strengthen its presence across the region, with plans to expand its reach and create more opportunities for consumers to engage with the brand. This reflects its broader focus on growing its regional footprint while making its fragrances more accessible across key markets.
tanvir@dubainewsweek.com
