Rasasi expands Hawas collection with new Gold Digger fragrance

UAE-born fragrance house Rasasi has expanded its internationally recognised Hawas collection with the launch of Hawas Gold Digger, unveiled during an exclusive event at La Perle Dubai on August 14.

The launch marks a new chapter for the Hawas franchise, bringing together fragrance, entertainment and contemporary culture in Dubai while building on the distinctive identity and international recognition of one of Rasasi's most prominent fragrance lines.

The latest addition introduces a warmer, richer and more expressive interpretation of the Hawas identity. Its amber, woody and aromatic composition is designed for a new generation of fragrance consumers while retaining the confidence and contemporary appeal associated with the collection.

Hawas Gold Digger opens with notes of pear, lavender, bergamot and mint, followed by a heart of cinnamon and sage. The fragrance settles into a base of vanilla, amber, patchouli and cedarwood, creating a bold and expressive scent inspired by ambition, desire and personal success. It celebrates individuals who define achievement on their own terms, reflecting a growing emphasis on individuality and self-expression among fragrance consumers.

“The GCC has become one of the world's most dynamic fragrance markets, with consumers becoming increasingly sophisticated and willing to invest in premium fragrances that offer quality, individuality and character,” said Ismail Anis, Vice Chairman and Managing Director of Rasasi.

“With Hawas Gold Digger, we wanted to offer a distinctive interpretation of modern luxury, bringing together the artistry of fine perfumery with a contemporary, design-led approach. It is a fragrance created for those who value authenticity and self-expression.”

Set against the distinctive backdrop of La Perle Dubai, the launch brought together international fragrance creators, influencers, media personalities and cultural voices for an evening centred around contemporary fragrance, entertainment and self-expression.

Among the guests was Indian actor and filmmaker Riteish Deshmukh, a prominent figure in India's entertainment landscape. His presence brought together the worlds of fragrance and entertainment and formed part of an international guest list reflecting the diverse audiences Rasasi continues to engage across different markets.

The Dubai launch also highlighted Rasasi's evolution from a homegrown fragrance house established in the emirate in 1979 into an international fragrance business. While expanding its presence across global markets, the family-owned company remains deeply connected to the UAE and the region's rich fragrance culture, combining its perfumery heritage with contemporary fragrance creation for consumers across generations and cultures.

Hawas Gold Digger embodies that evolution, building on the international recognition of the Hawas collection while introducing a warmer, richer and more expressive character aimed at a new generation of consumers.

“Launching Hawas Gold Digger in Dubai alongside international voices reflects both where we come from and where we are going,” Anis added. “Hawas has developed a strong connection with fragrance consumers around the world, and Gold Digger allows us to build on that momentum while introducing a new expression of the Hawas identity to a generation that increasingly uses fragrance as an extension of personality and individual style.”

Hawas Gold Digger is now available through Rasasi's official sales channels and selected fragrance retailers across international markets.