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Perfumes, cosmetics and beauty

Is the fragrance industry’s center of gravity shifting from Paris to UAE?

September 2, 2026

The UAE's Lattafa and Armaf fragrance brands have used influencer-driven campaigns to reach leading positions on TikTok Shop, selling directly to consumers in markets that their founders once had to court through distributors. Image credit: Sterling Perfumes, Armaf The UAE's Lattafa and Armaf fragrance brands have used influencer-driven campaigns to reach leading positions on TikTok Shop, selling directly to consumers in markets that their founders once had to court through distributors. Image credit: Sterling Perfumes, Armaf

 

By Luxury Marketer Intelligence

When IFF opened a creative center in Dubai, and Takasago moved to follow with its own in 2026, the decisions were read across the industry as more than expansion.

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