The Lattafa brand, founded in Dubai in 1980, takes you on a sensory journey. Powerful, intense and intoxicating, the fragrances are a condensation of the iconic scents of the Orient, at a lower price than the big names in perfumery. The promise has won over young people on social networks, who praise it in product test videos.
Almost 45 years ago, Sheikh Shahid Ahmad and Shoaib Iqbal founded their small perfume company in Dubai, United Arab Emirates, with the aim of creating sophisticated essences rooted in the region’s cultural heritage. Its name, Lattafa, is derived from the Arabic words ‘latif’, meaning ‘gentle’, and ‘Lateefa’, translating as ‘pleasant’.
With its characteristic oriental scents of frankincense, myrrh, vanilla, saffron, sandalwood, spices and leather (to name but a few), the brand is now appreciated the world over. Driven by the passion of three generations of Sheikh Shahid Ahmad’s family, who have spread the company’s values to more than 60 countries, Lattafa has metamorphosed into a thriving House that has succeeded in preserving its local heritage while keeping up with the latest olfactory trends.
A success on social networks
Gone are the ultra-luxury perfumes that easily cost around a hundred euros, and sometimes much more. On TikTok, one brand is at the heart of many beauty videos. The top-of-the-range perfumer Lattafa has been so successful that it’s no longer unusual to see content viewed hundreds of thousands or even millions of times.
Internet users praise its olfactory qualities, guaranteeing a journey to the Orient with strong, harmonious scents. ‘I’ve finally seen the light on Arab fragrances, you’re not ready’ teases tiktokeuse mimajohn, with 207k subscribers to her name, who praises Lattafa’s Opulent Musk fragrance in a video viewed more than 500,000 times. ‘You pass by, we smell you’, she continues, supporting the longevity of these essences.
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Featured photo : © Lattafa Perfumes UAE
