Introduction. With established fragrance brands, led by the best-selling Armaf, Sterling Perfumes has quickly risen as a key force in the beauty industry.
Since its inception nearly 30 years ago, the group has set out to become a specialist in crafting and distributing fragrances for a global audience. Over the years, a widely recognised brand portfolio has strengthened its position in both domestic and international markets.
As the company sets its sights on the fast-evolving travel retail market, its reach is expanding, bringing its collections to a growing base of global consumers.
Ahead of the TFWA World Exhibition in Cannes, Sterling Perfumes is preparing to showcase its signature brands and portfolio additions.
In an exclusive interview with The Moodie Davitt Report, Sterling Perfumes Managing Director Hamza Fakhruddin reflects on the company’s journey and outlines the vision for further growth in travel retail.
Sterling Perfumes’ story reflects the UAE’s identity as a crossroads of cultures and creativity.
At its core is a fusion of Middle Eastern traditions, known for depth, longevity and boldness, with global influences that shape contemporary consumer preferences.
Established in 1998 under Fakhruddin Holdings, the company has grown into a key international fragrance player with distribution spanning more than 132 countries under the leadership of its Chairman Dr Ali Asgar Fakhruddin.
“Sterling’s aim is to continuously push the boundaries of beauty, setting new standards in the industry and offering some of the finest essences available,” says Sterling Perfumes Managing Director Hamza Fakhruddin.
The name Sterling itself captures the brand’s essence: “excellence, authenticity and enduring value.” These principles continue to shape every stage of the journey, whether it’s sourcing high-quality ingredients or designing fragrances that are refined yet accessible.
Fakhruddin adds, “In today’s fast-changing world – and in the fragrance category – we keep Sterling relevant by marrying an imbued quest for quality with constant innovation.
“Our production team ensures that every launch brings something fresh and meaningful to consumers while staying true to our promise of trust and distinction.”
The breakthrough moment for Sterling Perfumes came with the launch of Armaf, a brand that quickly redefined the mid-market fragrance landscape.
Combining luxury-inspired design with accessible pricing, Armaf resonated strongly with a global audience and grew into an international success story. As one of the flagship names under Sterling, the brand has proven that homegrown UAE perfumery can compete on the global stage.
Travel retail journey
With its worldwide presence firmly in place, the company is expanding into travel retail, a space for discovery and for creating a brand experience distinct from downtown retail.
Fakhruddin says, “Unlike in downtown retail – where shopping is often more transactional – travel retail allows us to build emotional connections.
“We can, and do, create immersive, multi-sensory experiences that showcase the breadth of our portfolio, tell our brand stories, and offer exclusive products that travellers cannot find anywhere else. It’s all about turning the journey into part of the fragrance experience, inviting the travelling consumer to learn about our ‘journey’ through our products.”
Bolstering its travel retail presence, the company will exhibit at the TFWA World Exhibition in Cannes with a portfolio led by the channel debut of Island Breeze from Armaf, building on the successful launch of Yum Yum and Island Bliss last year.
Its upcoming appearance in Cannes follows a strong showing at TFWA Asia Pacific Exhibition earlier this year, where the company brought its vision of the ‘next era of luxury-accessible perfumery’ to life.
“Island Breeze was inspired by the spirit of escapism and freedom that travellers crave today,” says Fakhruddin.
“After the success of Yum Yum and Island Bliss – both floral, fruity fragrances for all, which brought playfulness and vibrancy to the range – we wanted to extend the story with a fragrance that feels refreshing, uplifting and, in a way, transportive.
“Island Breeze lives up to its name, making it a natural evolution of the Armaf travel-inspired collection. We also have some secrets which will be discovered by all visitors who come through our stand.”
Aside from Island Breeze, Sterling is also set to present its key brands Hamidi, Risala, Just Jack, Jenny Glow and Flavia.
These names collectively embody the company’s travel retail growth strategy, showcasing its diverse portfolio, with each brand designed to engage a distinct consumer profile.
Fakhruddin says, “Hamidi reflects our Middle Eastern heritage and our mastery of orientals, while Risala, Just Jack and Jenny Glow connect with consumers seeking modern, accessible elegance. Flavia captures youth and dynamism.
“Together, they allow us at Sterling Perfumes to cater to different demographics, occasions, and price points, ensuring we bring something relevant for every traveller.”
Beyond portfolio diversity, Sterling sees exclusives and limited editions as critical to shaping its travel retail journey.
Fakhruddin comments, “Consumers today want products that feel special and memorable, and travel retail provides the perfect platform to launch creations they cannot find elsewhere. For Sterling, these initiatives not only drive growth but also reinforce our reputation as an innovative, consumer-focused brand.”
Looking beyond established markets, the company sees strong potential in Africa, where tourism and air connectivity are expanding rapidly, and in secondary hubs across Asia and the Middle East, where younger travellers are fuelling fragrance demand.
In addition, Latin America offers strong potential, with premium beauty consumption on the rise. “Our strategy is to build early partnerships in these developing markets so Sterling is positioned as a leading choice as those hubs mature,” Fakhruddin says.
Looking ahead, the company seeks to combine traditional craftsmanship with modern trends, ensuring its portfolio meets diverse traveller preferences across both classic and niche segments.
Fakhruddin concludes, “Over the next decade, we see our role as making fragrance discovery in travel retail more engaging, more inclusive, and more connected to the journeys travellers take.” ✈
