Emirates Pride Perfumes, the leading luxury niche perfume house in the United Arab Emirates and an international benchmark in the contemporary reinterpretation of the Arab perfumery art, has chosen Spain as one of the entry points for its official launch in the European market. With the presentation of its latest creation, Future Oud, the brand inaugurates a new era in which cultural heritage is reinvented and preserved for future generations.
The new era of oud: preserving heritage, transforming ritual
For centuries, oud (one of the most valuable and symbolic ingredients in Arabic perfumery) has traditionally been enjoyed through burning wood, an ephemeral ritual dependent on limited natural resources. Aware of this reality, Emirates Pride Perfumes is committed to a paradigm shift: transforming this ancestral gesture into a modern, sustainable, and global luxury experience, adapted to the values and sensitivities of today's consumer
As Mohammad Ibrahim, president of Emirates Pride Perfumes, explains: "true heritage does not fade; it evolves when it is protected, respected, and reinvented for future generations. At Emirates Pride, we believe that tradition must progress, and that is why we seek new ways to preserve the essence of oud, without depleting the natural resources that make it unique."
This innovative vision is aligned with the United Arab Emirates' commitment to culture, sustainability, and responsible development.
Oud of the future: redefining an icon through innovation
At the heart of Future Oud lies the commitment to preserve the depth and soul of oud, while offering a luxurious, smokeless, sustainable, and easy-to-wear everyday fragrance. In collaboration with Eurofragance, the Barcelona-based fragrance multinational, Emirates Pride has leveraged its advanced Headspace Solution and EuroMotion® technology (including the exclusive Euphorion® ingredient) to capture and amplify the emotional richness of natural oud, while reducing reliance on limited resources. The result is a fragrance that goes beyond olfactory pleasure: Future Oud is airy, sophisticated, and expressive, allowing those who wear it to experience the natural intensity of oud without smoke or heaviness.
"It's not just about creating a perfume, but about preserving the olfactory memory of an entire people and an entire art," adds Ibrahim. "With the collaboration of Eurofragance, we can make the oud experience accessible, authentic, and respectful of the planet."
For his part, Olaf Larsen, Master Perfumer at Eurofragance, emphasizes that, "Future Oud is not a reinterpretation; it is a redefinition. My challenge was to take a material as revered as oud and transform it into a fragrance that retained all its essence and emotion, but adapted to contemporary sensibilities. Tradition does not lag behind, but rather projects itself into the future."
A milestone for Arabic perfumery
The arrival of Emirates Pride Perfumes in Spain represents a milestone for the sector, strengthening ties between the Middle East and Europe through innovation, creativity, and a passion for reference perfumery. The brand, globally recognized for its commitment to artisanal excellence, research, and cultural storytelling, continues with its purpose of "shaping the future of our tradition."
"What we present today is the result of an ambitious vision and a shared responsibility: to protect what matters, to perfect the way it is expressed, and to ensure it endures for generations," concludes Mohammad Ibrahim. "Our commitment is to transform heritage into something alive, relevant, and universal."