Dubai is about to smell even better this October! ABC Fragrances is gearing up to make a grand return to Beautyworld Middle East 2025, happening from October 27 to 29 at the Dubai World Trade Centre (Hall Z4, Booth C17). Known for blending creativity, craftsmanship, and culture, the brand is bringing an extraordinary showcase that celebrates Dubai’s rich fragrance heritage. One that’s as bold, ambitious, and unforgettable as the city itself. I have all the incredible details you need to know, so keep reading to find out more.
Al Wataniah Takes The Spotlight
This year, all eyes (and noses) are on Al Wataniah, ABC Fragrances’ crown jewel that perfectly captures the essence of Arabian luxury. The brand is set to unveil two exciting highlights that promise to turn heads and spark curiosity.
First up is the Al Wataniah Munchies collection, a brand-new gourmand range that takes inspiration from indulgent desserts and sweet cravings. Think of the comforting scent of vanilla, creamy textures, and those rich, warm notes that make you feel instantly pampered. All wrapped in a touch of refined Arabian elegance. It’s deliciously luxurious and playfully unexpected.
Then comes the expansion of the Al Wataniah Niche Collection, following the success of Arya’s international debut at Milan Fashion Week. This line dives deeper into sophisticated, artisanal fragrances that feel timeless yet modern. It’s for those who want their scent to linger long after they’ve left the room.
Tubbees Brings The Fun
If Al Wataniah is about elegance and indulgence, Tubbees is all about personality and playfulness. Bursting with youthful energy, Tubbees brings a world of fun, nostalgic, and flavour-driven fragrances to the stage. Each scent is designed to make you smile and remind you that fragrance are all about joy, creativity, and expressing who you are.
A Legacy Rooted In Dubai’s Story
Behind all this innovation is a story that began more than half a century ago. In 1964, the late Haji Aboobaker Cassim Pardesi laid the foundation of the ABC Group in Deira, Dubai. Built on hard work, integrity, and a passion for doing things differently. What started as a small venture has now grown into a multi-industry enterprise that covers perfumery, packaging, printing, and more, standing as a symbol of Dubai’s entrepreneurial spirit.
Today, ABC Fragrances is led by the third generation, Ahsan and Cassim Pardesi, who continue to carry forward the family’s legacy with innovation and ambition. Under the leadership of CEO Mohsin Pardesi, the brand has become a bridge between tradition and modern artistry.
“Our mission has always been to capture Dubai’s spirit — its ambition, creativity, and warmth — through scent. Every fragrance we create is a reflection of our city’s soul and our family’s passion for excellence.” says Mohsin Pardesi.
Crafting Luxury From The Heart Of The UAE
One of the secrets behind ABC Fragrances’ success lies in its state-of-the-art facility in Ras Al Khaimah. Where perfumery, packaging, and design come together under one roof. It’s here that every detail, from the first drop of scent to the final touch on the bottle, is carefully crafted with precision and pride. This homegrown setup allows the brand to stay true to its roots while pushing boundaries on a global scale, redefining what modern Arabian luxury means today.
So, if you’re heading to Beautyworld Middle East 2025 this October, make sure to stop by Hall Z4, Booth C17! Visitors can expect to experience this spirit up close. Exploring how scents can capture memories, express personality, and connect cultures.
