Seven of the ten most popular Middle Eastern fragrance brands abroad are Emirati. Here is what it takes to turn that reach into a brand that lasts in Paris, London and New York.

The GCC perfume market was worth $3.2 billion in 2025 and is expected to reach $5 billion by 2034, with Saudi Arabia in the lead, according to IMARC Group. The region also sends its taste abroad: UAE perfume exports have grown almost sevenfold in a decade, placing the country among the world’s ten largest exporters, …

Saudi Arabia has already won the argument about scale. Knight Frank expects the Kingdom’s quality hotel supply to grow by 18% by 2027, with luxury and upscale rooms making up 76% of the total by 2030. A large share of that growth carries a lifestyle signature: at IHG, luxury and lifestyle hotels now represent nearly …

How Diriyah Became One of the World’s Most Inspiring Luxury Branding Projects How do you build desire for a place that doesn’t fully exist yet? That was the challenge facing Kiran Jay Haslam, former Chief Marketing Officer of Diriyah, Saudi Arabia’s $63 billion giga-project and one of the world’s most ambitious branding and destination marketing …

The reckoning nobody wants to name The luxury industry is not in a downturn. It is in a reckoning. That is the central argument of Prof. Dr. Daniel Langer, CEO of Équité and Executive Professor of Luxury Strategy at Pepperdine University and NYU — and he makes it without apology, with data, and with the …

The Death of Lazy Influencer Marketing Why this episode matters In this episode, Anastasia Shtompel explores where influencer marketing is really heading — and why the old model of paying for visibility is no longer enough. For years, brands treated creators as shortcuts to attention: one post, one audience, one campaign, and hopefully one conversion. …

A campaign that does more than generate visibility. It raises a question about the future of luxury Alo Yoga chartered a 72-meter yacht in Cannes with Alo Voyage: Wellness Club at Sea, an invite-only wellness experience built around movement, recovery, Pilates, IV therapy, lymphatic drainage and other premium services. The brand also expanded its presence …

Luxury is not disappearing. It is losing a form of ease. I do not believe in “the end of luxury.” The phrase feels too simple, almost too convenient. What is disappearing, however, is a certain ease: the kind of luxury that could rely on China, tourism, price increases, the power of the logo and the …

Saudi luxury brand creation  Saudi Arabia is entering a defining moment as the Kingdom undergoes an unprecedented cultural and creative transformation. Driven by Vision 2030, Saudi Arabia is no longer only a global consumer of luxury — it is becoming a powerful originator of new luxury identities, aesthetics, and cultural narratives. From NEOM to AlUla …

The UAE has become one of the most dynamic beauty markets in the world — a region where innovation meets cultural heritage, and where new brands can scale faster than almost anywhere else.In this rapidly evolving ecosystem, founders and investors increasingly seek global partners capable of shaping brands with depth, identity, and long-term desirability. This …