As fragrance habits evolve, Arabian-inspired scents are gaining relevance among consumers seeking individuality, versatility, and new fragrance experiences.
The fragrance industry is changing. Today’s consumers are exploring fragrance differently than they did just a few years ago. Rather than searching for a single signature scent, they are building fragrance wardrobes, experimenting with layering, and seeking fragrances that reflect different moods, identities, and occasions. At the same time, Arabian-inspired fragrances have emerged as one of the most influential developments within global fragrance culture. Against this backdrop, the DOUGLAS Group is exclusively launching Alqémi, a new fragrance brand inspired by the richness of Arabian perfumery and reimagined for today's consumer. Available exclusively at DOUGLAS and NOCIBÉ across 22 markets, the launch reflects an evolving understanding of how customers discover fragrance today.
ALQÉMI was created to bridge tradition and modernity
For decades, Oud has been one of perfumery's most revered ingredients. Deeply connected to Arabian fragrance traditions, it has long been associated with richness, intensity, and luxury. Today, however, a new generation of consumers is discovering the category through a different lens.
While remaining rooted in Arabian fragrance craftsmanship, ALQÉMI presents Oud in a more approachable, versatile, and everyday format. Rather than focusing on a single interpretation, the collection explores different fragrance expressions ranging from fresh and airy to warm and gourmand, all connected through a subtle Oud signature.
The result is a brand that maintains the authenticity of its inspiration while making the category more accessible for contemporary consumers.
Responding to consumer needs
The rise of Arabian-inspired fragrances is not happening in isolation. Consumer expectations around fragrance are shifting more broadly. Younger fragrance enthusiasts increasingly discover new brands through creators, communities, and social media conversations. They seek individuality and storytelling as much as the product itself. ALQÉMI was developed with these behaviors in mind.
From its distinctive visual identity and collectible design elements to its modern interpretation of Oud, the brand is built for consumers who view fragrance as part of personal style and self-expression. Therefore, its social-first approach reflects the way beauty brands connect with their audiences in a digital world.
A partnership built on collaboration
Throughout the development journey, representatives from DOUGLAS worked closely with the supplier, contributing market expertise and consumer insights to the process. This collaboration helped ensure that the final collection would resonate with European fragrance consumers while remaining true to the heritage of Arabian perfumery.
