At a media breakfast, nine industry leaders joined WWD’s Ritu Upadhyay for a first look at the platform’s curated format, its ‘Accords’ in partnership with Amouage conference programme and the audience it aims to bring together
Dubai, UAE – Notes Dubai today introduced its plans for its inaugural edition at a media breakfast in Dubai, setting out the platform’s purpose, programme and format. The three-day event will take place at Dubai Mall Exhibition Centre from 21 to 23 January 2027, bringing niche, independent, and artistic perfumery houses together with retailers, buyers, distributors, and media. The first two days will focus on business, followed by a day for consumers, collectors and enthusiasts. Notes Dubai also announced Amouage and Xerjoff as founding partners. The platform is built around curation, experiential content and education. One of the centrepieces of the experience is ‘Accords’ in partnership with Amouage, a conference programme of thought leadership with brand founders, perfumers and leaders from retail and distribution.
The panel brought together Ravi Ramchandani, Event Director, Notes Dubai; Alex Wu, Founder, Notes Shanghai; Charbel Lahoud, Vice-President of Growth and Business Development, Chalhoub Group; Andras Komar, Global Head of Communications, Amouage; Margueritte Zgheib, Head of Communications, Extravaganza Beauté; Wasem Al Ghazi, Managing Partner, GDS Prestige; Salah Al Zarooni, CEO, Plethora General Trading; Jacques Cavallier-Belletrud, Master Perfumer, Louis Vuitton; and Sergio Momo, CEO and Founder, Xerjoff. Ritu Upadhyay, Middle East Bureau Chief at WWD, moderated the discussion.
The format reflects Notes Dubai’s focus on relevant connections between fragrance houses and the people who can help their work find an audience. Ravi Ramchandani said: “Niche fragrance houses need more than visibility. They need the right context, the right conversations and access to people who understand what makes them distinctive. Notes Dubai is being built to bring creativity and commercial opportunity together in a focused environment where meaningful relationships can begin.”
‘Accords’ in partnership with Amouage will bring founders, perfumers, retailers and distributors together for conversations on the craft, culture and future of perfumery. As a Founding Partner, the Omani high perfumery house will support the conference stage and curate two sessions within the wider programme. Andras Komar said this focus on informed exchange suits an audience with a longstanding cultural connection to fragrance, one that is 'looking for substance.'
Komar also described the depth of consumers’ fragrance knowledge: “This is an audience that knows ingredients, understands concentrations and asks about how a fragrance is created. They are looking for substance. For Amouage, transparency means opening up the creative process and sharing the craftsmanship behind each creation.”
Sergio Momo, CEO and Founder of Xerjoff, said: “Distinctive fragrance needs a setting where people can discover the craft and thinking behind it. Notes Dubai brings fragrance houses into conversation with buyers and enthusiasts from across the world. Xerjoff is proud to support the inaugural edition as a founding partner.”
Momo also reflected on the cultural exchange between Xerjoff and the region: “The perfume culture in the Middle East, and especially in Dubai, has a different approach altogether. We’ve been exchanging, travelling and working together.”
The Dubai edition builds on Notes Shanghai while taking shape around its own market and fragrance culture. Alex Wu said creating Notes Shanghai showed him that a successful event depends on bringing the right people together. “Dubai has its own fragrance culture and business environment. Notes Dubai will develop its own identity; it is not another Notes Shanghai.”
Charbel Lahoud spoke to the changing consumer habits shaping the category, from a single signature scent to a broader fragrance wardrobe. “Our customers are becoming collectors,” he said. “Clients like to have a wardrobe of fragrances.” His perspective underlined the opportunity for a platform where buyers can discover houses with distinctive stories and points of view.
Margueritte Zgheib, Head of Communications at Extravaganza Beauté, spoke to the growing role of regional businesses in shaping international fragrance houses. Discussing Extravaganza’s acquisition of British house Roja London, she said: “For many years, Extravaganza built brands through partnerships. We wanted to be part of shaping a brand’s journey for longer. We’re proud to be based in this region, especially in Dubai. Roja has a strong British identity, and we felt it was a beautiful opportunity to bring the brand into a new global chapter, not only in this region.”
Dubai’s role was one part of the wider conversation about the industry’s future. Jacques Cavallier-Belletrud described the city as “a door open to the world,” pointing to the way its fragrance culture connects local knowledge with international audiences.