Launched: 1983
Key Executives:
2025 Full Year Expected Revenue Range: $250 to $300 million
2025 Projected Offline Distributions Points: 1,000
Primary Category: Fragrance
Key Markets: Sultanate of Oman, United States, United Arab Emirates
Retail Partnerships: Harrods
Primary Distribution Channel: Department Store
Other Distribution Channels: DTC
Funding Rounds: Self-funded
Amouage was born and rooted in 1983 in the Sultanate of Oman to introduce Oman’s fragrance heritage to the world, speaking of its treasures, the finest quality royal frankincense from Dhofar, the scentful rock rose from Al Hajar mountains, and the valuable ambergris from the Sea of Oman.
We create true masterpieces and share them with fragrance lovers from all over the world. We enable our clientele to stand out from the crowd through exceptional, long-lasting, potent olfactory creations that are loved and worn by people from all over the world.
What is also unique about the fragrances of Amouage is a direct result of us being able to pursue our quest to push creative boundaries. Amouage explores the sublime union between “generosity” and “time” as we create generous creations on the higher end of the spectrum, including eaux de parfum, extraits, and attars.
Insights provided by Renaud Salmon, Chief Creative Officer
Key business initiatives for 2025?
We will continue to push the boundaries of perfumery through exceptional perfumes and focusing on beauty and home line products. We will continue to expand Amouage's footprint with directly operated boutiques in iconic locations around the world.
What are you most proud of having accomplished?
I am proud of having brought Amouage to a place where it is not only a significant player in global high perfumery but also an integral force in the cultural landscape of Oman. Our work transcends luxury and fragrance; it is about preserving the House’s fragile magic while pushing a fresher vision that marries modernity, relevance, and timelessness.
What fills me with pride is the unique path we have taken. Rather than following the expected route of operating from traditional luxury capitals, we have built something with genuine influence and resonance in perfumery from Oman. This place, rich in heritage yet removed from the usual fashion and fragrance epicenters, gives us a perspective that allows us to craft something truly unique and unexpected.
I am also proud to share that in the past five years, we have tripled the number of clients for Amouage, and this success has not come at the expense of the creative integrity of the House. On the contrary, it has been achieved by producing interesting, tasteful, and ambitious perfumery work, including creations like The Exceptional Extraits, The Essences, and our award-winning flagship boutiques.
What has been the biggest surprise?
The biggest surprise has been finding myself through this journey. Five years ago, I left New York City to move to Muscat in the Sultanate of Oman. In choosing to embrace the unknown and walk away from the familiar, I left behind so much: places, people, and even parts of my identity that I held close. I will not deny how deeply nostalgic I am for what I left behind, and that nostalgia has shaped me in ways I never anticipated.
What surprised me was how much clarity this gave me. By stepping away from what I knew, I uncovered a new sense of purpose. Living and creating in Oman, I found a home for my creative vision in a place that is not tied to the usual luxury capitals. This distance allowed me to see everything, my work, my artistry, even myself, with fresh eyes. It is both humbling and grounding to realize that sometimes, you have to walk away to discover who you really are.
What fuels your competitive advantage?
Over the past four decades, Amouage has gained a global reputation for bringing innovative modernity and true traditional artistry to all its creations. The House has always been an intersection of tradition and modernity, a unique fusion of East meets West. Since its establishment in Oman in 1983, Amouage has paid tribute to and restored the ancient art of Arab perfumery that dates back more than 1,000 years.
We take pride in celebrating Oman’s finest natural treasures and bringing its wonderful perfumery traditions to the world in a groundbreaking way. A unique combination of an international flare and a deep understanding of our roots in Oman results in contemporary yet passionate pieces that are rich with a unique heritage and exceptional ingredients.
Insight on the future of the beauty industry.
I see the future of the beauty industry as one driven by three key pillars: quality, transparency, and instantaneity.
First and foremost, the industry must aspire to higher standards of quality and creativity. As a genuine lover of perfumery, I hope to see a shift toward more thoughtful and ambitious creations that inspire and endure. This means not just crafting perfumes but creating experiences that resonate with an educated high-perfumery audience. If Amouage can play a meaningful role in elevating these standards, shaping perceptions, and fostering a deeper appreciation for the art of perfumery, I would consider that a personal and professional achievement.
Transparency will also define the future of beauty. Clients are becoming more curious and discerning, wanting to know exactly what they are buying, where it comes from, and the story behind its value. This push for clarity and honesty is an opportunity for brands to build trust and strengthen the emotional connection between their products and their audience. At Amouage, we have embraced this by forging direct relationships with our producers and highlighting the heritage and craftsmanship behind every creation.
Lastly, instantaneity will shape how we communicate and engage. The days of lengthy timelines for releasing content are behind us. Communication needs to align with the rhythms of the world and the seasons, connecting with clients in a way that feels timely and relevant.
What is the best piece of advice you’ve been given?
The best piece of advice I have received came from Gaetano Pesce, the legendary Italian architect and designer. He reminded me of the profound power of perfumery as a form of communication and expression. He explained that perfume, like other applied arts, holds a unique intimacy. Perfume bottles become part of families, passed down through generations, and their presence lingers in our lives, touching people every minute of the day. Because of this unique power, he emphasized that it is my responsibility, as Chief Creative Officer of Amouage, to consider how my work addresses larger social issues.
This perspective reshaped the way I view my role at Amouage. It is not just about creating beautiful fragrances; it is about ensuring that they speak to the world and contribute meaningfully to the conversations that define our time.
What is the best mistake you've ever made and what did you learn?
For nearly 20 years, I struggled with a deep discomfort around candor and confrontation, particularly with people I cared about. I was afraid that being completely honest would hurt them or that they might not be able to handle the feedback. To avoid conflict, I often held back critical insights, believing it was the kinder approach.
Over time, I realized that this avoidance did not eliminate fear. Instead, it created it. By withholding feedback, I unintentionally left people uncertain about where they stood, which bred insecurity and a lack of clarity. I learned that honest communication, when offered thoughtfully and with respect, is not only constructive but essential for growth and trust. This realization has profoundly impacted how I interact with others, particularly the artists and craftsmen I work with at Amouage and the members of my teams.
What advice would you give to someone contemplating launching a beauty brand?
The beauty industry is incredibly saturated, which means you should not be afraid to go against the stream. Often, this is where the real opportunities lie. Take risks in the first years and always go for what you believe in most. Express your convictions with confidence and authenticity, as these will become the foundation of your brand’s identity.
At the same time, be prepared to work harder than you ever imagined. Building a beauty brand requires not just creativity but also resilience and dedication. Your passion will need to carry you through the challenges, and your belief in your vision will be what sets you apart in such a crowded market.
If you could change one thing in the beauty industry what would it be?
Over the decades, the beauty industry, and particularly fragrances, has been built on mystique and glamorous storytelling that progressively disconnected from the real métier. This has created a situation where fully transparent communication might risk tearing apart the very mystical value that fuels the dream.
I hope that as an industry, we can find a balance where authenticity and inclusivity are embraced alongside beauty and glamour. We should celebrate moments of honesty, pure inclusivity, and raw contemporary energy. These are the values that resonate more deeply today and have the power to redefine what luxury truly means.
