One could argue that the Middle East, especially Egypt and Mesopotamia, is home to some of the original birthplaces of perfumery. Elsewhere in the region, Saudi Arabia boasts the most engaged users of makeup and fragrance.
From ancient times through today, there are rich practices surrounding scent for the body, clothing, and home. This has created fertile ground for a booming fragrance market, but its significance goes beyond mere shopping value. In 2021, the Saudi beauty sector was valued at $3.82 billion, however, experts predict it could reach a valuation of $5 billion in the near future.
Region-exclusive launches from international brands, such as Scandal Gold by Jean Paul Gaultier, Diptyque’s Eau Nabati and Eau Rihla, and Christian Louboutin’s Loubiprince, are a testament to the Middle East’s thriving fragrance culture. The brands that recognize the diverse range of tastes for statement-making perfumes and exclusive blends will reap the benefits. The projected size of the global fragrance market is largely driven by the UAE and Saudi Arabia and is predicted to be $7.21 billion by 2032, according to research from IMARC Group, which says the UAE market will grow at a CAGR of 8.4% until 2026.
Reflecting the fragrance industry’s power in the Middle East, global health, nutrition, and beauty ingredients powerhouse DSM-Firmenich continued its expansion into culturally immersive olfactive experiences with the return of its multisensory art exhibition, "Imagine: The Future of Fragrances in the Middle East." The installation took into account the unique way fragrance is worn in the Middle East, particularly the importance of layering, intensity, and its role in daily rituals and hospitality. "Imagine" created a bridge between ancestral perfumery culture and a futuristic perspective. The pop-up happened between April 23 and May 6, 2025.
Following a successful debut at Dubai’s prestigious Al Shindagha Museum in 2024, the exhibition traveled to Riyadh and was hosted at Villa Po One, the Middle East’s largest luxury villa boutique and a regional leader in niche perfumery retail. The event ran from April 23 to May 6, showcasing a unique fusion of fragrance innovation and contemporary regional art.
"We were thrilled to host ‘Imagine: The Future of Fragrances in the Middle East’ at Villa Po One. This collaboration with DSM-Firmenich and the Saudi artist collective Future Bedouin reflected our mission to bring a unique and exclusive olfactory experience to the villa's visitors," Saeed Al-Khayar, General Manager and co-founder of Villa Po One told BeautyMatter. "This exhibition highlighted not only our rich culture in the Middle East but also our expertise in fragrance and luxury."
The installation aligned with six central themes: luxury, spirituality, modernity, hospitality, symbiosis with nature, and cultural fusion. The scents featured were anchored in raw materials to create a single immersive sensory experience; artworks and fragrances were unveiled side by side to make the convergence feel intuitive and seamless. The installation was a multisensorial journey where each medium enriched the other so that the boundaries between scent and sight were dissolved.
Developed in partnership with Future Bedouin, the exhibition brings together DSM-Firmenich’s fragrance expertise with bold visual storytelling rooted in Bedouin culture. The installation featured twelve bespoke scents, each paired with a visual artwork exploring themes such as modernity, spirituality, and luxury through a Middle Eastern lens. This project not only underscores DSM-Firmenich’s commitment to creative cross-industry collaboration but also signals a growing appetite for experiential fragrance storytelling in the region—a space where retail, hospitality, and high art converge.
The installation embodied DSM-Firmenich’s broader vision of driving innovation through creativity, reflecting a commitment to shaping the future of perfumery in the Middle East. The goal was to engage with the region’s artistic, cultural, and societal narratives.
“The idea to collaborate with Future Bedouin stemmed from a shared ambition: to create a dialogue between art and fragrance, tradition and modernity,” Audrey Mongin, Senior Market Manager of AMET, told BeautyMatter. “Their artistic work reinterprets the visual and cultural codes of the Middle East with a bold, contemporary lens, which perfectly aligns with the vision we had for 'Imagine: The Future of Fragrances in the Middle East.'”
Villa Po One’s involvement further strengthened the prestige of the event. Known for its curated selection of artisanal perfumes and ultra-personalized client service, the boutique positioned itself as a cultural hub for niche fragrance enthusiasts in Saudi Arabia. The collaboration demonstrated the power of strategic partnerships between global fragrance manufacturers and local luxury retailers, as it jointly shapes the future of sensory experiences in one of the world’s fastest-growing beauty markets.
"This collaboration marked an entirely new and exciting journey in my artistic career, and I felt incredibly happy to immerse myself in the world of scents to design the exhibited creations," shared Future Bedouin. "Fragrances have surrounded us since the dawn of humankind, enriching our everyday lives, and I am deeply grateful to DSM-Firmenich for opening this enchanting world to me, allowing my inspiration to flourish even more."
As the lines between luxury, culture, and commerce continue to blur, "Imagine: The Future of Fragrances in the Middle East" stands as a testament to the power of sensory storytelling. By merging olfactory innovation with immersive art, DSM-Firmenich is not only elevating the role of fragrance in everyday life but also signaling a bold new direction for the industry—one rooted in experience, cultural relevance, and strategic regional engagement.
