Introduction: “Ultimately, our mission lives in the details – the warmth of a well-trained beauty advisor, the way a scent is matched to a moment, or how a fragrance becomes a keepsake from a journey.” With this statement, Ajmal Group CEO Abdulla Ajmal sets the tone for a compelling discussion on legacy, innovation and the evolving face of niche fragrance in travel retail.
In this wide-ranging interview, Ajmal reflects on more than seven decades of perfumery heritage and how the brand is reshaping its rich Middle Eastern roots to appeal to a broader, global audience. At the heart of this transformation is a duality: the mastery of traditional ingredients such as oud, reimagined through engaging, storytelling-led experiences designed to engage travellers.
He also discusses the brand’s approach to responsible sourcing and sustainability, and its growing focus on offering travel retail exclusives with location-specific editions and capsule launches.
Turning traditional ingredients into modern heroes
On the record with Abdulla AjmalOn the power of experiential retail: “Through experiential retail, Ajmal Perfumes transforms travel retail spaces into destinations that reflect the essence of our brand.” On Ajmal Perfumes’ USP: “That duality – the mastery of oud with the language of contemporary perfumery – is what sets us apart.” On Ajmal’s expansion in travel retail: “We evaluate locations based on footfall, passenger profiles, the strength of the retail partner, and our ability to create impact, not just presence.” On the importance of storytelling: “Storytelling is our bridge between tradition and curiosity.” On travel retail exclusives: “Exclusivity also allows us to be playful and experimental, trying new scent directions, formats and storytelling.” |
Oud has been at the heart of Ajmal Perfumes for over 70 years, anchoring the brand’s success in the Middle East. As the fragrance house looks beyond the region and continues its expansion in travel retail, Ajmal Group CEO Abdulla Ajmal reflects on the USPs that distinguish the family-owned company amid a highly competitive market.
“With over seven decades of experience, we’ve earned our place as leaders in oud – but today, we’re building on that to speak to a broader, more global audience,” Ajmal says. “We’re taking the depth and character of traditional ingredients and interpreting them through modern, western-style structures. That duality – mastery of oud with the language of contemporary perfumery – is what sets us apart.
“At our stores, our legacy shows up through storytelling. Whether it’s a scent journey, a personalised consultation or how a product is introduced – every interaction carries the weight of craftsmanship and history, without ever feeling dated.”
Ajmal Perfumes describes its mission as ‘crafting memories through fragrance’; but how does this mission come to life on the retail floor? Ajmal explains, “Fragrance is emotional before it’s transactional. At our travel retail counters, we focus on creating those first moments that stay with a customer, through scent, service and storytelling.
“Our pop-ups are designed less like displays and more like experiences. We don’t just present a bottle; we invite you into the memory it holds or the feeling it evokes. That could be through layered storytelling at Heathrow, or personalised scent-mapping in Dubai.
“Ultimately, our mission lives in the details – the warmth of a well-trained beauty advisor, the way a scent is matched to a moment, or how a fragrance becomes a keepsake from a journey.”
Ajmal Perfumes continues to strengthen its footprint in the channel with strategic openings at key international gateways, including Dubai, Muscat and London Heathrow airports.
These high-profile locations are milestones in the brand’s expansion strategy. Ajmal says, “Airports remain our primary focus – they offer a global stage and a high-intent customer – but we’re also exploring niche formats such as cruise retail and high-end downtown duty- free.
“Getting into Heathrow airport was a strategic decision to show that an Emirati (Middle Eastern) brand with Indian roots could compete and sustain in one of the world’s most competitive retail environments.
“Our expansion is never random – it’s rooted in data, but led by intuition,” he explains. “We evaluate locations based on footfall, passenger profiles, the strength of the retail partner and our ability to create impact, not just presence.
Storytelling, experience and exclusivity
Storytelling, experience and travel retail exclusives are the three major pillars in Ajmal’s approach to engaging travellers. This was exemplified by the brand’s recent activation at Heathrow Airport with World Duty Free. The animation celebrated its oud-based creations through interactive customer education elements and rich visual storytelling.
It featured retailtainment elements, including a live Oriental music performance at the opening and a calligrapher creating personalised messages for customers purchasing Ajmal perfumes.
Elaborating on the thinking behind the activation, Ajmal says: “Storytelling is our bridge between tradition and curiosity. Oud as an ingredient is less known to the consumers but once people understand the story behind it – the tree, the process, the history – it transforms from unfamiliar to unforgettable.
“At Heathrow, we intentionally showcased oud in form of concentrate and spray not just as a note, but as a heritage material that could be softened, layered and modernised. It’s that mix of education and elegance that helps the international customer connect with the essence of our brand.
Experiential retail played a key role in the brand’s recent activation at Dubai Duty Free which offered personalised fragrance consultations. “Experiential retail plays a pivotal role in Ajmal Perfumes’ travel retail strategy,” Ajmal explains. “In dynamic travel environments, where consumers are open to exploration, our focus is on creating immersive and engaging brand experiences that go beyond the transactional.
“By integrating personalised service, sensory engagement and storytelling into our retail presence, we aim to elevate the customer journey and build a deeper emotional connection with the brand. This approach not only reinforces Ajmal’s heritage and craftsmanship but also enhances brand recall and loyalty among international travellers.
“Through experiential retail, Ajmal Perfumes transforms travel retail spaces into destinations that reflect the essence of our brand – refined, authentic and memorable.”
Ajmal is responding to travellers’ growing desire for exclusivity by launching capsule collections and location-specific scents. “Travel retail exclusives are no longer a ‘nice-to-have’ but expected,” Ajmal explains. “The travel retail customer is looking for what they can’t find elsewhere.
“We’ve seen strong demand for location-exclusive formats, limited-edition scents and capsule collections that reflect seasonal or regional moods. Exclusivity also allows us to be playful and experimental, trying new scent directions, formats and storytelling styles. It keeps our counters fresh, our customers curious and our brand future-facing. We see these launches as conversations – short chapters that keep the Ajmal story dynamic.”
Sustainability as a driving force
For Ajmal, sustainability is not just an afterthought but an integral part of its production processes. “Sustainability is not a checkbox for us – it’s a responsibility,” he says. “We’re cautious about how we use the term, because ‘clean’ is often misunderstood or loosely defined. Our focus is on transparency, ethical sourcing and ingredient traceability.
“We’ve also worked closely with communities at the source – especially around agarwood – to ensure sustainability isn’t just about packaging, but about people and process. Our formulations, and our philosophy, have always been built with care, responsibility and long-term thinking.”
The rise of niche perfumery
Niche perfumery is firmly on the rise within travel retail – and Ajmal Perfumes is well positioned to capture the opportunity. Sharing his insights on the factors that have led to the acceleration of category in the channel, Ajmal says: “The growth of niche perfumery in travel retail can be attributed to evolving consumer preferences, driven by a desire for individuality, exclusivity and craftsmanship.
“Travellers today are more discerning – they seek products with a story, rooted in authenticity and heritage. Niche brands like Ajmal, which blend tradition with innovation, resonate strongly in this space.
“Additionally, post-pandemic recovery in global travel has reinvigorated premium category spending, especially within duty-free and airport environments where travellers are more open to discovery.
“Ajmal has been strategically positioned to ride this wave. Our rich legacy in Oriental perfumery, combined with contemporary interpretations, allows us to cater to both traditional and modern sensibilities. Through our curated product offerings – especially our luxury collections, such as The Untold Stories, and artisanal oud-based fragrances, such as The Signature Collection – we are meeting the rising demand for unique olfactive experiences.
“We are also investing in storytelling and immersive retail environments that showcase the essence of our brand while appealing to high-footfall, high-intent shoppers in travel retail.
“Our collaborations with global travel retailers and regional partners ensure our fragrances are accessible yet elevated – making Ajmal a strong and growing presence in this increasingly influential channel.”
Looking ahead
The fragrance company is doubling down on digital integration, premium positioning and product innovation to drive growth across high-performing airports worldwide. “Our priorities in travel retail for the year ahead are aligned with our broader brand vision – delivering distinction, driving desirability and deepening our global footprint,” says Ajmal.
“We are committed to enhancing the premium retail experience through innovative product formats, elevated visual merchandising and deeper consumer engagement. A key focus will be on expanding our luxury and niche offerings, particularly oud-based collections and curated gift sets tailored for global travellers.
“From a retail execution standpoint, we aim to strengthen our presence across high-performing airports in the Gulf Cooperation Council, Asia and select European hubs through premium counters and shop-in-shop formats.
“Innovation will continue to be a cornerstone – both in fragrance formulation and packaging design. Our R&D team is actively exploring sustainable, travel-exclusive ranges that reflect current consumer consciousness around eco-luxury.”
Ajmal continues, “Digital integration will also play a vital role. Whether through interactive displays or digital sampling, we want to bridge sensory experience with convenience.
“Moreover, collaborations with global duty-free operators will allow us to offer destination-exclusive SKUs that capture the essence of place, heritage and luxury. Overall, Ajmal’s travel retail strategy is poised for sustained growth, built on agility, authenticity and innovation.” ✈
