The new event for niche perfumery, Notes Dubai, has brought fragrance brands Amouage and Xerjoff on board as founding partners.
Notes Dubai, organized by Messe Frankfurt Middle East and slated to take place at the Dubai Mall Exhibition Centre from January 21-23, 2027, aims to connect niche and independent perfumery houses with retailers, buyers, distributors and media. The first two days of the event will focus on business, followed by a day for consumers.
Messe Frankfurt Middle East revealed the collaboration with Amouage and Xerjoff, as well as further details about the new event, at a press conference during the Beautyworld Dubai show last week.
Amouage will partner with the event on Accords, a conference program featuring brand founders, perfumers and retail and distribution players. The Omani brand will curate two sessions in the program.
During a panel discussion at the press conference, Amouage Global Head of Communications Andras Komar commented: “This is an audience that knows ingredients, understands concentrations and asks about how a fragrance is created. They are looking for substance.”
Sergio Momo, CEO and Founder of Xerjoff, added: “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.”
Fragrance trends
The panel, which also included Charbel Lahoud, Vice-President of Growth and Business Development, at Chalhoub Group, Margueritte Zgheib, Head of Communications at Extravaganza Beauté, and Jacques Cavallier-Belletrud, Master Perfumer at Louis Vuitton, covered key issues in the fragrance market.
Chalhoub’s Lahoud underlined how consumer habits are changing. “Our customers are becoming collectors. Clients like to have a wardrobe of fragrances.”
Margueritte Zgheib from Extravaganza Beauté, which recently acquired British fragrance brand Roja London, highlighted the growing role of regional businesses in shaping international fragrance houses: “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 an opportunity to bring the brand into a new global chapter, not only in this region.”