Omani fragrance powerhouse Amouage achieved remarkable success in 2025, surpassing global retail sales of $430 million and enjoying an impressive 66 percent growth in revenue.
“This has been an extraordinary year,” chief executive Marco Parsiegla shared exclusively with The Business of Beauty, mentioning that the upward trend intensified during the latter half of the year.
A significant aspect of this success lies in the brand’s Exceptional Extraits collection, featuring fragrance concentrations exceeding 40 percent and priced around $550. According to Parsiegla, this collection made up just over a quarter of their sales in 2025, while core scents like Guidance and Reflection contributed significantly.
“Clients truly value quality, especially when it comes at an attractive price point,” he explained. Sales for Purpose 50 — the extrait variant of the original Purpose fragrance introduced in 2024 — surpassed those of its predecessor. Moreover, Amouage’s 100 percent-oil Attars, relaunched in summer 2025, showed robust growth, while the ultra-luxurious Royal Drops range sold at Harrods, priced at $40,000 per litre, has also seen rising interest.
The retail landscape in 2025 played a crucial role in the brand’s development, highlighted by the debut of 13 standalone stores, including three each in the US, Saudi Arabia, and China, elevating its total store count to 25.
The brand is dedicated to enhancing its existing mono-brand locations, including shop-in-shops like the one at Harrods. Parsiegla remarked that these shops account for 20 percent of revenue, acknowledging this percentage is below the industry average. “We aim for 30 percent to be a healthy long-term mix for a high-end perfume house, so we are progressing toward that goal,” he stated.
Despite broader trends in the fragrance sector, which have seen growth slowing after the post-pandemic rush, Amouage continues to thrive. Significantly, half of its sales come from the Middle East and Africa, with Europe providing 25 percent, while China and the US represent the low teens. Additionally, Amouage’s travel retail segment, often found at multi-brand venues, grew by an impressive 90 percent in 2025, Parsiegla noted.
Founded in 1983, Amouage has transitioned into a significant player in the global niche fragrance market, largely fueled by the increasing demand for exclusive perfumes. Under Parsiegla’s leadership since 2019, the brand has doubled in size by 2023 and has recorded a consistent minimum growth of 30 percent each year.
Interestingly, this growth wasn’t the primary aim, according to Parsiegla. “Our focus isn’t solely on growth,” he clarified. “Our priority is to solidify our status as a creative and cultural leader in high perfumery.” In 2027, the brand plans to open a visitor center in Oman’s Wadi Dawkah, a renowned frankincense grove and UNESCO Heritage site.
Looking ahead, 2026 is set to be another fruitful year. “January alone shows promising signs,” Parsiegla remarked. “However, we aren’t fixated on just numbers; rather, our consistent efforts naturally lead us in the right direction.”
