Gulf Fragrance Brands Capitalize on Latin America's Scent

Latin America spends a larger share of its beauty budget on fragrance than any other region. According to market research firm Circana, perfumes accounted for 65% of total beauty sales in Latin America in 2025, with growth of 15% for the year. The firm cites strong daily consumption and high demand for powerful, long-lasting scents as key drivers.

This regional passion is creating new export opportunities for Gulf perfume brands. Their olfactory profiles and noted longevity are meeting a growing interest from local consumers.

Middle Eastern Scents Gain Ground

Perfume houses from the Middle East are increasingly positioning themselves to meet this demand. They offer oriental compositions based on oud, musk, and other intense accords, often at prices described as affordable compared to many Western prestige fragrances.

On the Latin American e-commerce leader Mercado Libre, this trend has already led to commercial partnerships. Following its participation at Beautyworld Middle East in 2025, the platform integrated several Gulf perfume brands. These included Afnan, Emper Perfumes, and Bharara Beauty.

"Latin American consumers have a deeply intimate relationship with perfume," emphasizes Pilar Sabaj, Beauty Lead for the Mexican market at Mercado Libre. She states that Middle Eastern brands are designed for this attitude, with rich oriental scents, heavy musks, dense ouds, and durable formulations.

Sarim Zaman, Strategic Beauty Partnerships and US Lead at Mercado Libre, notes the retailer's exchanges with Gulf brands have changed significantly since last year. This shift is due to the success of brands now active on Latin American markets via the platform.

In 2025, we spent much of our time introducing ourselves, explaining what Mercado Libre is and why Latin America was an underexploited opportunity for Middle Eastern perfume brands, Zaman says. "In 2026, we are returning with proof."

Dubai Strengthens Its Role as a Fragrance Hub

The growing interest in Arabic perfumes shows the increasing importance of Gulf countries within the fragrance industry. At the heart of this evolution is Dubai. It combines an ancestral heritage in oriental perfumery with strong production, packaging, and key logistics and distribution capabilities, enabling exports far beyond the Middle East.

Brands like Lattafa, along with established regional players such as Rasasi, Swiss Arabian, and Armaf, have leveraged this enthusiasm to accelerate their international expansion.

Beautyworld Middle East Prepares Its 30th Edition

Despite uncertainties linked to conflict between the United States and Iran, these exchanges are expected to continue at Beautyworld Middle East. The event returns to the Dubai World Trade Centre for its 30th edition from October 6 to 8, 2026.

The trade show brings together ingredient and fragrance suppliers like dsm-firmenich, Givaudan, Symrise, Takasago, and Mane, alongside perfume brands and international buyers. It positions itself at the heart of the perfumery value chain.

The Mercado Libre experience perfectly illustrates the reason for this show's existence, explains Ravi Ramchandani, Director of Beautyworld Dubai. He describes a buyer from one world region meeting a brand from another, leading a year later to that brand reaching new consumers. That is precisely the type of connection the event seeks to create.

For Mercado Libre, the 2026 edition is an opportunity to consolidate the gains of 2025. The company believes the distribution of Gulf perfumes in Latin America is only at its beginning. New opportunities are emerging as more Middle Eastern brands look toward one of the world's most dynamic beauty markets for fragrance.

Pilar Sabaj's goal is to continue introducing new brands to Latin America's potential and to help those already present to grow further.