A new era begins for Amouage. The prestigious Omani fragrance house, steeped in artisanal tradition and renowned for its luxurious scents, has secured a long – term minority investment from beauty giant L’Oréal. This partnership marks a strategic move to accelerate Amouage’s global presence while maintaining its independence and commitment to craftsmanship.
With a retail turnover surpassing $260 million in 2024, Amouage has seen an astonishing 30 percent year-over-year growth, outperforming the broader fragrance industry. Over the past three years, the brand has more than doubled its business, with 20 percent of its revenue stemming from new innovations.
“Our growth over the past years is more than just numbers; it is a reflection of the global appreciation for what Amouage stands for: excellence in craftsmanship, authenticity, and a deep respect for: excellence in craftsmanship, authenticity, and a deep respect for Oman’s heritage”, stated Amouage chairman Sayyid Khalid bin Hamad Al Busaidi, a member of the Omani royal family. The house was originally founded in 1983 by the late Sayyid Hamad Al Busaidi, under the vision of His Late Majesty Sultan Qaboos bin Said, to revive and elevate the rich perfume heritage of Oman.
Amouage’s name, derived from the fusion of the French word amour (love) and the Arabic amwaj (waves), reflects the brand’s dedication to storytelling though scent. CEO Marco Parsiegla envisions Amouage as the world’s foremost haute parfumerie brand. “We don’t refer to it as niche, because that doesn’t define what we do. For us, it’s about quality, craft, and pushing the boundaries of perfumery”, he said.
One of the most ambitious aspects of Amouage’s expansion strategy is the opening of more monobrand boutiques worldwide. Currently operating 17 flagship stores, the brand aims to triple this number within the next five years, with a strong focus on immersive retail experiences that connect the brand’s Omani heritage with each location’s cultural identity.
Innovation has been a key driver of Amouage’s success. Unlike many luxury fragrance houses, Amouage ages its perfumes – a process that takes up to six months for its most complex creations, such as the Interlude and Exceptional Extraits lines. The latter, retailing for around $500 per 100ml, has already grown to account for more than 15 percent of Amouage’s business with a 100 percent sales increase in 2024.
Additionally, Amouage’s focus on sustainability is setting new industry standards. The brand is pioneering a blockchain – backed tracking system that will follow the journey of frankincense trees from Wadi Dawkah – a UNESCO – protected site – to protected site – to the final fragrance bottle. “Sustainability isn’t just a buzzword for us; it’s a commitment to preserving the very essence of what makes our creations unique”, Parsiegla explained.
The brand is also redefining the retail experience. Each boutique is meticulously designed to reflect a blend of Omani heritage and its new location. In Shanghai’s Zhangyuan district, for instance, the store design pays tribute to Oman’s historic trade routes with China. Similarly, Amouage’s Petite Boutique in New York’s SoHo district was inspired by the red soil used in traditional Omani homes and pottery.
Parsiegla and creative director Renaud Salmon personally engage with visitors at Amouage’s flagship factory in Muscat, where guests can witness the perfume-making process, from maceration to hand-bottling. This transparent approach has helped build a devoted global community, with more than 80 percent of Amouage’s customers under 45 years old.
With L’Oréal’s investment providing additional financial backing, Amouage is poised to strengthen its position in the luxury fragrance market.