Founded in Dubai in 1980 by Sheikh Shahid Ahmad and Shoaib Iqbal, this family-run perfume house blends Emirati heritage with modern innovation. Over three generations, it has expanded its reach to over 120 countries, offering a diverse portfolio of over 2,000 products, including both oriental and occidental fragrances. The brand is renowned for high-quality, luxurious scents that resonate with a global audience, particularly Gen Z, and has gained popularity on platforms like TikTok.