News DeskDubai, UAE: from a desire to craft truly unique fragrances, UAE-based Thana Parfums recently made its striking debut at Beautyworld Middle East. Held at the Dubai World Trade Centre from October 28th to 30th, the event brought together leading beauty professionals to explore the latest industry trends and innovations through engaging brand activations, exhibitors, and expert talks. Amidst over 200 niche and international fragrance houses, Thana Parfums stood out with the launch of its enigmatic new range, The Magic Elixir Collection.
The Story of Thana Parfums
Founded in 2023, opulent high perfumery house Thana Parfums is a love letter to the art of perfumery, with each enticing scent telling a story of intrigue and mystique. Its creators, captivated by the familiar ouds that fill the souks of Dubai, sought to develop a selection of bold fragrances that expertly blend tradition with innovation. Presenting a symphony of eclectic scents unlike anything you’ve ever experienced, every perfume transcends passing trends, creating a perfume that is truly timeless.
Dedicated to craftsmanship and rarity, the creation of each Thana Parfums’ fragrance embodies the spirit of ancient alchemy, with every ingredient hand-picked and sourced locally from the UAE. Crafted in small batches to ensure the utmost quality, these perfumes are as exclusive as they are sustainable. Thana Parfums embraces a holistic approach to responsible perfumery, focusing on environmental impact, ethical sourcing, and innovation, ensuring that each fragrance not only captivates the senses but also honours the environment.
The Magic Elixir Collection
Revealed at the recent Beautyworld Middle East, The Magic Elixir Collection showcases a luxurious range of fragrances that draw inspiration from ancient potions and magicians. These mythical elixirs, known for their transformative powers and mystical allure, have been reimagined into a series of rare and exquisite scents that captivate the senses and evoke a series of deep emotions. Enveloping the wearer in an air of intrigue, each blend leaves a trail of mystery that entices others to learn more, creating a fragrance that sparks curiosity and magic.
A Focus on the Fragrance Industry: Beautyworld Middle East 2024
As the region’s largest international trade fair for beauty and wellness, Beautyworld Middle East continues to set the stage for industry innovation. The 28th edition placed a special emphasis on the perfume sector, with the fragrance section being the largest of the event, showcasing over 200 global and niche brands. This strong focus is no surprise, given the global fragrance market is projected to reach US$7.21 billion, driven in large part by demand from the UAE and Saudi Arabia, according to Expert Market Research.
Exhibitors at Beautyworld Middle East 2024 showcased a diverse range of offerings, from raw materials and ingredients to finished perfumes and private labelling solutions. Attendees had the opportunity to engage in exclusive experiences, network with industry leaders, and build valuable knowledge through interactive sessions.
Fragrance has long been a cornerstone of Middle Eastern culture, serving as a powerful form of self-expression, with Thana Parfums poised to captivate the region with its bold and elegant scents. Marking a memorable debut at the prestigious Beautyworld Middle East, the event provided the perfect stage for the unveiling of The Magic Elixir Collection, introducing a new era of enchantment and artistry to the world of perfumery.
