Key Takeaways:
When it comes to fragrance, the sourcing of natural ingredients plays a vital role in defining a perfume. Wild-harvested botanicals bring not just olfactive properties but centuries of cultural significance to scents. With increasing consumer interest in transparency and sustainability, wild ingredients are gaining popularity. According to Grand View Research, the global fragrance market was estimated at $56.60 billion in 2024 and is projected to reach $ 74.76 billion by 2030.
Luxury Omani perfume house Amouage has received a FairWild Certification for its sustainable harvesting of frankincense at Wadi Dawkah, a UNESCO World Heritage Site in Southern Oman. The certification, recognized globally, ensures that wild plant ingredients are sourced in ways that protect biodiversity and human rights, while promoting fair business practices.
As the first in the Arabian Peninsula to earn this certification, Amouage marks a significant step toward the sustainable sourcing of natural ingredients for perfumery in the region.
“This prestigious recognition marks a major milestone for Wadi Dawkah and our national ambition to transform Oman into an internationally recognized source of some of the world’s most iconic natural ingredients,” said Matthew Wright, Head of Wadi Dawkah for Amouage, in a press release. “We have devised a unique framework for sourcing frankincense—an emblematic symbol of Omani heritage and identity—that can now be applied across Southern Oman.”
Since ancient times, frankincense resin, prized for its unique olfactive profile and healing properties, has been an ancestral and sacred ingredient in the perfumes of Oman’s Southern Region, a historic trading center for frankincense around the globe. Today, it remains a signature ingredient in luxury perfumery.
“The frankincense [is] a product imbued with mystery and magic since the dawn of time,” said FairWild CEO Deborah Vorhies, in a press release.
Amouage began its stewardship at Wadi Dawkah in 2022 in partnership with Oman’s Ministry of Heritage and Tourism. Since then, it has worked to protect not only the ecological integrity of the UNESCO site but also its cultural relevance. This includes hiring local environmental specialists and international ingredient experts, as well as collaborating with the Wadi Dawkah Scientific Advisory Council to ensure best practices in harvesting and conservation.
“I am impressed by how seriously and robustly the Amouage team at Wadi Dawkah has embraced its responsible sourcing journey, demonstrating strong performance in traceability, along with meaningful, positive impacts on biodiversity and local communities through sustainable wild harvesting,” said Thomas Andro, Vice President of Responsible Sourcing at DSM-Firmenich, in a press release.
DSM-Firmenich has partnered with Amouage to produce incense essential oil from Wadi Dawkah since 2024. “Wadi Dawkah’s commitment to sustainability directly addresses the growing expectations for ethically sourced ingredients, and I look forward to seeing this site continue to lead the way on this inspiring responsible sourcing journey,” continued Andro.
So, what exactly does it take to achieve FairWild Certification?
FairWild operates under three pillars: biodiversity, human and social impact, and sustainable business practices, to ensure integrity and traceability. The FairWild standard now covers 72 certified species across 29 countries, protecting 1.4 million hectares (3.45 million acres) of wild ecosystems and benefiting over 11,500 collectors and 36,000+ people through fair-premium payments and sustainable supply chains.
At Wadi Dawkah, Amouge ensures that frankincense trees are treated with care, harvesting methods are ecologically sound, and surrounding plant and animal life are protected. The brand also works to preserve traditional harvesting knowledge, maintain fair labor practices in accordance with international human rights standards, and comply with global trade laws, while supporting community well-being.
Amouage hopes this achievement at Wadi Dawkah will help Oman expand its role in the natural ingredient space. The project aligns with Oman Vision 2040, the country’s national reference for economic and social planning between 2021 and 2040, by serving as both a center for environmentally sustainable business development and a model for heritage preservation.
Ghanem Jaddad, the Public Relations Officer at Wadi Dawkah, said in a press release, “We hope that our contribution pays respectful homage to our forebears and will be appreciated by our children and grandchildren in the years to come.”
