The Lattafa brand, founded in Dubai in 1980, takes you on a sensory journey. Powerful, intense and intoxicating, the fragrances are a condensation of the iconic scents of the Orient, at a lower price than the big names in perfumery. The promise has won over young people on social networks, who praise it in product test videos.
Almost 45 years ago, Sheikh Shahid Ahmad and Shoaib Iqbal founded their small perfume company in Dubai, United Arab Emirates, with the aim of creating sophisticated essences rooted in the region’s cultural heritage. Its name, Lattafa, is derived from the Arabic words ‘latif’, meaning ‘gentle’, and ‘Lateefa’, translating as ‘pleasant’.
With its characteristic oriental scents of frankincense, myrrh, vanilla, saffron, sandalwood, spices and leather (to name but a few), the brand is now appreciated the world over. Driven by the passion of three generations of Sheikh Shahid Ahmad’s family, who have spread the company’s values to more than 60 countries, Lattafa has metamorphosed into a thriving House that has succeeded in preserving its local heritage while keeping up with the latest olfactory trends.
A success on social networks
Gone are the ultra-luxury perfumes that easily cost around a hundred euros, and sometimes much more. On TikTok, one brand is at the heart of many beauty videos. The top-of-the-range perfumer Lattafa has been so successful that it’s no longer unusual to see content viewed hundreds of thousands or even millions of times.
Internet users praise its olfactory qualities, guaranteeing a journey to the Orient with strong, harmonious scents. ‘I’ve finally seen the light on Arab fragrances, you’re not ready’ teases tiktokeuse mimajohn, with 207k subscribers to her name, who praises Lattafa’s Opulent Musk fragrance in a video viewed more than 500,000 times. ‘You pass by, we smell you’, she continues, supporting the longevity of these essences.
This power of scent is widely highlighted on the social network. ‘If you want to have peace of mind in your life, never wear that perfume’, says s_callofbeauty, in the second degree, referring to Lattafa’s Qimmah, which, according to her, attracts a plethora of compliments. Like many Internet users, she describes the brand as ‘underrated’ and too little known, given the quality of its products.
It’s an argument that appeals to young people on the internet, who are on the lookout for exclusive, top-of-the-range items that they can buy to differentiate themselves and be the first on the trend. The price is often discussed without a hint of embarrassment, but almost with a certain pride in having unearthed a nugget for the sense of smell without breaking the bank. The tiktokers are unanimous: for a few dozen euros, you can treat yourself to a luxurious Lattafa Arabic perfume that lasts on the skin and whose assertive, irresistible notes have nothing to envy the competition.
Fragrances and bottles worthy of the greatest houses
Between the selections of the best Lattafa luxury fragrances and product reviews, another type of content is a credit to the brand: the dupe trend. On the networks, members compare the scents of Lattafa fragrances with those of much more expensive premium essences. ‘It reminds me of’, “it’s very similar to”, “it looks like the”… A flurry of comparisons convinces even the most reluctant.
The phenomenon of scented twins continues to grow in France, as French law does not currently protect scents through copyright. So these clones are seen as an affordable alternative that’s a perfect illusion. What’s more, Lattafa has not skimped on artistic flair, offering prestigious finely-crafted bottles that will sit elegantly on dressing tables and in bathrooms.
Khamrah, Yara, Asad, Teriaq, Fakhar, Sehr, Mayar, Ameerat… All you have to do is choose from Lattafa’s extensive range of top-of-the-range perfumes, with versions for both men and women, as well as for men and women.
Read also: [A brief history of luxury] Grasse, world capital of perfume
Featured photo: © Lattafa Perfumes UAE
