Emirates Pride Perfumes marks a defining step forward on the global stage, introducing a new approach to preserving bakhoor while safeguarding natural resources for future generations.
Today, Emirates Pride is embraced by fragrance collectors and global luxury audiences, known for creating perfumes defined by depth, intention, and cultural meaning.
For centuries, oud and bakhoor has been burned, filling spaces with smoke and fleeting fragrance. Today, Emirates Pride offers a new perspective on that ritual. With the launch of two new perfumes, Future Oud and Future Bakhoor, the brand translates a deeply familiar tradition into a true perfume experience shaped through modern perfumery and innovation.
This shift marks a defining moment for Arabic fragrance culture. Emirates Pride approaches tradition with a modern, technology-driven perspective, aligned with the UAE leadership’s vision for innovation, sustainability, and cultural development, ensuring that Emirati heritage is preserved in a way that is enduring, wearable, and relevant for the future.
With the international unveiling of Future Oud and Future Bakhoor in London, Paris, Barcelona, and Dubai, the brand enters a new chapter in its global journey, where science and emotions come together to create perfumes designed to last beyond the present. This moment reflects a vision rooted in the UAE and confidently shared with the world.
Speaking on the launch, Mr. Mohammad Ibrahim, Chairman of Emirates Pride, said:
“Arabic perfumery is enjoying unprecedented global recognition today. At Emirates Pride, we are leading this evolution by pushing fragrances beyond convention through innovation in modern perfumery and craftsmanship. With Future Oud and Future Bakhoor, we are committed to preserving this heritage responsibly for future generations.”
Designed as wearable luxury, Future Oud and Future Bakhoor present iconic elements of perfumery for a global audience. Rooted in Emirati traditions, the perfumes translate ritual into modern expressions without compromising authenticity, shaping the future of tradition through perfume.
At the core of the collection is Headspace Technology, which captures scent molecules from natural elements such as burning bakhoor and aged oud, without physical extraction. This approach allows rare and emotionally significant scents to be preserved while reducing dependence on natural resources.
A further innovation at the heart of Future Oud is the incorporation of EuroMotion® technology, to intensify positive emotions through scent. This pioneering approach combines the creativity of perfumery with scientific evidence, using the exclusive ingredient Euphorion®, proven to enhance feelings of joy, euphoria, and calm
The international launch across London, Paris, Barcelona, and Dubai marks a significant moment in Emirates Pride’s global journey. With Future Oud and Future Bakhoor, the brand sets a new standard for how tradition can endure through thoughtful innovation.
