Al Haramain Perfumes unveils ‘Sheikh Series’ collection at dazzling Dubai event
- Last updated: October 31, 2025 | 11:21
Al Haramain Perfumes, a leading fragrance house since 1970, hosted a luxurious event at The H Hotel in Dubai to announce its new collection, the “Sheikh Series”, featuring four premium scents: Warrior, Royal, Majestic, and Knight. The event stood out for its high-level organization and impressive attendance, bringing together media figures, influencers, and fragrance enthusiasts from around the world, in a lively celebratory atmosphere that included musical performances and interactive experiences for the guests.
Munira Rahman, Director, CMO and Brand Ambassador of the Al Haramain Perfumes, stated that the new collection was inspired by Al Haramain’s rich heritage and the brand’s royal identity, noting that each fragrance reflects the essence of Al Haramain while blending traditional perfumery with modern innovation. He added: “We started our journey in Makkah and expanded worldwide. Today, we are proud to be present in over 100 countries, with an extensive network of luxury stores and business partners.”
Munira explained: “Global expansion represents the core of the company’s vision,” expressing ambitions to open branches in 45 to 60 countries in the future. She emphasized that the achievement resulted from months of continuous work and dedication, stating: “It was months of relentless effort and sleepless nights. With the support of our team, family, and all participants, we were able to reach this remarkable milestone.”
The event featured global artist Jason Derulo as the face of the campaign and a distinguished member of the team, bringing energy and engagement to the experience. He explored the new fragrances and expressed admiration for the luxury and creativity of the collection, saying: “Enjoy the crown of excellence and all the best… Thank you for creating this remarkable achievement. I’m here today to celebrate these 55 amazing years with you.”
Munira Rahman shared her excitement about the collaboration: “My dream was to work with Jason Derulo, and it has truly come true. He is not only a Hollywood star but also an international figure known worldwide. He is humble, generous, and wonderful, and I want him to remain part of our journey always.” She added about his involvement: “Jason is a fan of Al Haramain Perfumes, and his management reached out to us because he wanted to experience more fragrances and participate with us. His presence added a special energy and interaction to the event.”
The moment of the collection’s unveiling was highly exciting, as guests sampled each of the four fragrances, accompanied by presentations highlighting their unique scent profiles from oud and Saudi rose to amber and rich oriental notes reflecting the regal luxury of each bottle. The display suite offered a fully sensory experience, including direct interaction with the Al Haramain team and explanations of the innovation and stories behind each fragrance.
The “Sheikh Series” embodies Al Haramain’s philosophy of combining rich perfumery heritage with modern innovation, adhering to high-quality ingredients carefully sourced from ethical suppliers worldwide. Master perfumers ensure the balance and nuances of each fragrance are highlighted precisely. The collection reflects Al Haramain’s commitment to preserving rich aromatic traditions while providing a global experience for its clients.
Al Haramain is renowned for its superior quality and philosophy rooted in integrity, dignity, courage, and excellence. The brand continues its journey of expansion and distinction in the luxury perfume industry, aiming to spread the culture of Arab perfumery worldwide — one bottle, one spirit at a time.