Dubai-based Rasasi has unveiled eight fragrance collections under its new luxury label, Kenz ‘de’ Rasasi, at Beautyworld Middle East 2026, targeting a new generation of perfume buyers.
Rasasi launches Kenz ‘de’ Rasasi in Dubai
The new fragrance house builds on Rasasi’s established perfumery heritage, reworking selected existing creations with redesigned bottles, updated presentation and refined compositions.
The name Kenz ‘de’ Rasasi translates as “The Treasures of Rasasi.”
The brand was conceptualised by Anis Abdul Razak, owner of Rasasi Perfumes and chairman of AAR Group, with a focus on combining traditional fragrance craftsmanship with contemporary design.
Eight fragrance collections unveiled
The launch features eight collections: Beyond Hawas, Hawas Apex, Hawas Desire, La Yuqawam Terrabotanica, Daareej, Shuhra, Rimal and Tobacco.
The collections feature custom bottle designs, upgraded materials and tactile packaging. The company aims to appeal to younger fragrance consumers while retaining links to Rasasi’s existing creations.
Salman Khan at launch event
Bollywood actor Salman Khan attended the unveiling at the Rasasi booth alongside Anis Abdul Razak.
The launch forms part of the company’s ambition to introduce its fragrance heritage to international markets, including audiences in the UAE and India.
Ismail Anis Abdul Razzak, deputy chairman and co-founder of AAR Group, said: “The launch is rooted in the story of Dubai and the UAE’s growing influence on the global luxury and fragrance landscape. Rasasi has grown alongside Dubai, understanding the preferences, traditions and aspirations of the markets we come from. Kenz ‘de’ Rasasi allows us to take that heritage forward in a way that speaks to a new generation across international markets. We are bringing the craftsmanship and richness of our heritage into a new expression, ensuring that quality, elegance and individuality remain at its heart. Our ambition is to build a fragrance house that can resonate with our patrons, offering quality and elegance at an accessible level of luxury.”
New label targets international fragrance buyers
Kenz ‘de’ Rasasi enters the luxury fragrance market with a strategy centred on heritage-inspired scents, contemporary packaging and what the company describes as accessible luxury.
The company cited an estimated global luxury fragrance market value of around $16 billion as part of the opportunity for the new label to reach consumers internationally.
