Key Takeaways:

• Amouage reports $200M sales, up 60% from 2024.
• Guidance and Odyssey Collections fuel explosive global fragrance demand.
• Sustainability, storytelling, and solar power define Amouage’s growth strategy.

Oman-based fragrance house Amouage—which is featured on this year's BeautyMatter FUTURE50 list—continues to make its mark as a dynamic force in global high perfumery. The brand reported retail sales exceeding $200 million in the first half of 2025 (H1 2025), a staggering +60% year-over-year (YoY) growth, marking the strongest six-month performance in the brand's history.

From fast-paced growth in the Middle East to sell-out launches in high-concentrated collections, the company’s results underscore a deeper industry movement: the rise of resonant, culturally rooted luxury fragrance brands reshaping the power structure that was dominated by French heritage houses for decades.

“This performance is a reflection of the depth of our creativity and trust of our community,” said Amouage CEO Marco Parsiegla in a company press release. “We are not chasing trends. We are building a legacy that’s born in Oman but speaks to the world.”

High Perfumery on a Global Stage

Amouage’s growth in H1 2025 is powered by strong consumer demand across all key regions:

• +84% in the Middle East and Africa, with sales doubling in the UAE and Saudi Arabia 
• +69% in the Americas
• +59% in Europe, which the brand called a “breakthrough performance”

Retail was equally as diversified:

• +55% like-for-like sales in Amouage boutiques 
• +83% growth on Amouage.com, driven by immersive digital storytelling and exclusive launches 
• +51% increase in travel retail, showing strong appeal in global gateway cities and airport hubs 

Firepower Fragrance Portfolio

Amouage’s success was ruled by a multi-front performance across core and emerging franchises. 

• The Guidance line was recognized for its emotional olfactory storytelling—and grew 2.5% YoY, with one in four Amouage bottles sold belonging to this franchise.  
• The Odyssey Collection doubled sales as a result of breakout launches of Decision and Existence, both eau de parfums that gained immediate traction among several fragrance collectors. 
• The Exceptional Extraits, Amouage’s high-concentration range, surged 2.7 times, demonstrating sustained appetite for luxurious, long-wearing formulations. 
• The Essences Collection, a new artistic project using a proprietary six-month, double-infusion technique, sold out on launch. The innovation reflects a larger industry shift towards slow, process-driven perfumery as a counterpoint to fast product cycles. 

Solar-Powered Craftsmanship and Transparent Luxury

Another element contributing to Amouage's success is its achievement of sustainability milestones. The brand now produces every fragrance bottle in Muscat using 100% solar energy, powered by 160 newly installed panels. This evolution aligns with a broader shift among prestige fragrance houses toward a focus on provenance, transparency, and responsibility.

In May, Amouage became the first beauty brand from the Middle East to join the Aura Blockchain Consortium, alongside LVMH, Prada, and Mercedes-Benz. The entry marks a commitment to traceability from the brand at a time of increasing consumer scrutiny of ingredient sourcing and labor practices.

Amouage’s recent participation in the Paris and Grasse Perfume Weeks, where it showcased work in Wadi Dawkah and highlighted its Scientific Advisory Council, further positioned the brand as a leader of botanical preservation and origin stewardship, both critical themes in the post-natural, post-luxury fragrance era.

Expanding Horizons

Looking ahead to the second half of 2025, Amouage will deepen its physical presence globally with new boutiques in Saudi Arabia and an expanded footprint across the US, suggesting confidence in the American niche fragrance boom. Additional investments in talent and brand experience are also anticipated.

The brand's performance comes at a time of a wider shift in the luxury fragrance industry, with the global niche fragrance market predicted by Verified Market Research to grow to $13.5 billion by 2030, almost doubling from 2023. While many brands are just now repositioning to fit into this market, Amouage is already living it—making its financial triumphs less of a surprise and more of a signal to what’s next.