MUSCAT : Earlier this week, L’Oréal had confirmed its acquisition of a minority stake in Amouage, the renowned Omani luxury fragrance house.

Following the announcement, Sayyid Khalid bin Hamad Al Busaidi, Chairman of Sabco Group, which owns Amouage, explained in an interview discussing the company’s 2024 annual results that the acquisition will help accelerate Amouage’s global expansion, as its craftsmanship business model continues to deliver exceptional results.
“Aligned with the goals and ambitions of Oman Vision 2040, this investment will contribute to the diversification of the national economy by expanding the House’s production capabilities within Oman, accelerating its global expansion, and building-on its export potential; all the while fostering sustainable growth and creating new opportunities for local talent development,” he stated.

The move comes after a successful year for Amouage, which saw over 30 percent growth and retail sales exceeding $260 million. This growth, approximately 2.5 times the rate of the global perfumery market, highlights the strength of the brand’s craftsmanship-driven approach to high perfumery, focusing on creativity, artistry, and excellence rather than following trends.
This, according to Sayyid Khalid, reaffirms that a House born in Oman, inspired by its rich culture and natural treasures, can resonate with audiences worldwide without ever compromising its identity.

Amouage is not merely a fragrance brand; it is a House of artistic expression where creation is a continuous dialogue between heritage and modernity. In 2024, this philosophy once again delivered solid results. The Guidance Franchise established itself further as an icon of perfumery in the making, achieving over 140 percent growth, while the Exceptional Extraits collection further affirmed Amouage’s creative leadership. Featuring category-leading concentrations and extended ageing periods, each creation continued to captivate connoisseurs.

In 2024, the collection grew by over 116 percent – now representing 17 percent of total sales. This strong performance highlights that clients are willing to invest in premium-priced creations, seeking not only genuine quality but also unique fragrance compositions and outstanding technical refinement.

The brand’s commitment to independent creative exploration was further exemplified by the launch of The Essences, a triptych of highly concentrated fragrances (30 percent) created using a novel double infusion process. The initial response exceeded expectations, leading to unprecedented demand in Amouage’s history and further cementing the House’s mastery of slow, high-precision perfumery.

The Omani fragrance house emphasises its artisanal production model at its Muscat Manufacture, where each perfume is meticulously crafted. Despite growing global demand, Amouage remains committed to its philosophy of prioritising excellence over rapid expansion. The brand has invested in training its artisans and expanding its facilities to accommodate future growth without compromising quality. Amouage also reinforced its environmental commitment with the ‘Wadi Dawkah Sponsor a Tree’ program, allowing perfume lovers to actively participate in the preservation of Frankincense trees at the UNESCO-listed Wadi Dawkah site.

Amouage has also expanded its facilities and introduced new equipment to prepare for a future of higher production levels, without ever compromising on quality. This philosophy extends to the House’s environmental stewardship. It has also laid the foundations for a state-of-the-art Frankincense Manufacture and Visitor’s Centre, set to be inaugurated in the next two years, reinforcing its vision of transparency, education, and excellence in sourcing of natural ingredients.

Amouage maintains a selective global presence with over 1,000 points of sale and 17 boutiques. Boutique sales grew by 31 percent in 2024, with new locations opening in key cities like Shanghai, Guangzhou, SoHo, and American Dream. Online sales through amouage.com also saw significant growth (54 percent).

In Oman, Amouage renovated boutiques in City Centre Muscat and Suhar, and inaugurated a Petite Boutique at the Mandarin Oriental, Muscat, reinforcing its commitment to offering immersive, elevated experiences in the heart of its homeland.

Amouage’s ability to captivate audiences goes beyond its creations: it extends to the way the House engages, inspires, and shapes conversations in High Perfumery. The brand’s strategic communication efforts have further solidified its influence in the fragrance world, with a 40 percent increase in organic reach and 51 percent increase in engagement. Amouage received seven international perfumery awards in 2024, including the Fragrance Foundation France Award for Guidance.
Further contributing to the House’s artistic influence, Amouage created Muscat – Venice, an exclusive fragrance for the Venice Biennale, celebrating the dialogue between two historical centres of art and culture. By seamlessly blending global awareness with artistic desirability, Amouage continues to define a singular, forward-thinking approach to High Perfumery.

As an independent, socially responsible Omani company, Amouage has remained true to its founding principles since its establishment in 1983. From its Manufacture in Muscat, where all its creations are crafted, to a carefully balanced international presence in select points of sale and dedicated boutiques, the House has cultivated a singular, enduring vision of High Perfumery.

As it continues to advance, Amouage remains true to its origins: Oman, its land of inspiration, and a heritage that guides every gesture. In 2025, the House will begin the expansion of its headquarters and manufacture in Muscat, reinforcing its long-term commitment to craftsmanship and innovation. At the same time, Amouage will further develop its exclusive distribution network, with several flagship boutique openings planned in Rome, Riyadh, and Singapore, continuing its mission to offer immersive luxury experiences worldwide.

Amouage welcomes a minority investment from the L’Oréal Groupe, which will enable the House to further develop its radical, exclusive vision while preserving its independent spirit. This investment is the first of its kind by a global category leader in Oman’s fragrance and beauty sector, reflecting the international recognition of Amouage’s position as a trailblazer in High Perfumery and the remarkable growth the House has achieved in recent years.

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