In recent weeks, there has been a growing buzz surrounding the future of local perfume brands in the UAE. This conversation has been fueled by the quiet closure of several high-profile stores, leaving both consumers and industry experts wondering what these shifts mean for the once-thriving luxury fragrance sector. Among the most notable closures are those involving Anfasic Dokhoon, a beloved local brand known for its innovative oud-based fragrances. The brand has reportedly closed multiple outlets across the country without issuing any official explanation, which has only heightened the speculation around its future.
The popular fragrance brand’s decision to shutter several of its outlets comes as a surprise to many, given the brand’s prominence in the region. One possible explanation that industry insiders are considering is that these closures may be part of a broader strategic shift within the luxury retail sector. The retail landscape in the UAE, much like the rest of the world, has been undergoing significant changes in recent years. One of the most notable shifts has been the rapid rise of e-commerce. As more consumers turn to online shopping for convenience, even luxury brands, which traditionally relied on in-store experiences to attract customers, are beginning to rethink their business models. In this context, it’s possible that Anfasic Dokhoon, and perhaps other local perfume brands, are looking to pivot towards a more digital-focused strategy to keep pace with changing consumer behaviors.
Another factor contributing to the closures could be the increasing competition from international luxury brands that have expanded their presence in the region. Over the last decade, global brands have steadily gained traction in the UAE, offering their own high-end perfumes and fragrances. As these international players continue to invest heavily in marketing and distribution channels, local brands may be pressured to compete, prompting them to reconsider how they position themselves in the market. Some experts believe local brands may need to double down on their unique offerings — such as using traditional oud and other regional ingredients — or risk being overshadowed by the global luxury giants.
What remains unclear, however, is whether these closures are temporary measures or part of a more extensive restructuring effort. There’s a possibility that brands like Anfasic Dokhoon are using this time to refine their strategies, perhaps planning to relaunch with a stronger focus on online sales or even in the form of limited-edition collections, which could generate buzz and exclusivity. This approach would align with broader trends in the luxury market, where brands are increasingly moving toward offering unique, high-demand items that can’t be easily found on store shelves.
Much of this remains speculation Without official statements from the brands themselves. However, what is undeniable is that the local perfume industry is experiencing a noticeable transformation. For years, Emirati perfume brands have played a vital role in defining the region’s luxury retail scene. Their ability to blend rich cultural heritage with modern consumer desires has set them apart from international brands. Now, with these closures, the industry may be at a turning point, and the decisions made in the coming months could shape its future for years to come.
Perfume enthusiasts and loyal customers alike are left wondering what will become of their favorite brands. The closure of these retail outlets has raised questions about the sustainability of local perfume businesses in an increasingly digital and globalized world. However, if these brands can successfully navigate the current challenges and adapt to new consumer preferences, there is every reason to believe that the Emirati perfume industry will continue to thrive. Whether through online platforms, exclusive product launches, or innovative marketing strategies, the future of local fragrance brands in the UAE will likely be shaped by their ability to evolve with the times while staying true to their roots.
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