Beauty

In Partnership: In a region where fragrances have often been categorized into just 2 branches – western or regional – Shama Perfumes has introduced the world of Indian olfactory excellence into the Arab world. For over five decades, Shama Perfumes has perfected this quiet language of elegance, and with the launch of its latest fragrance, Safwa, it offers not just a scent, but a golden, sun-drenched narrative.

The story of Shama is one of intentional evolution. Born in the vibrant heart of Mumbai and now a cherished name across the GCC, its growth has been a masterclass in staying true to a core ethos: that heritage and craftsmanship are the ultimate luxuries.

This narrative found a new home with the recent opening of Shama’s first UAE flagship in Abu Dhabi. More than a retail space, it is a portal into the brand’s soul. Here, regional architecture dialogues with Indian artisanal details, creating an immersive environment where scent styling and heritage packaging are part of the experience. It physically manifests the brand’s unique duality: Indian roots profoundly enriched by an Arabian heart.

Shama Perfumes unveils Abu Dhabi flagship, where Indian heritage meets Arabian elegance

It is from this rich cultural tapestry that Safwa emerges, as the newest chapter within the esteemed Al Jild collection. To call it merely a fragrance would be to undersell its essence. It is an olfactive paradox, best described as “a golden leather kissed by the sun.” Its power is undeniable, yet it is profoundly softened; it is rooted in the earth but carries a radiant glow.

The composition is a testament to Shama’s legacy of handpicked ingredients. While notes of creamy vanilla, earthy sandalwood, herbaceous sage, and powdery iris provide a sophisticated structure, it is the unexpected hero ingredients that define its character. The green, dewy crunch of tomato leaf cuts through the richness, while the timeless warmth of leather forms its resilient core.

This confidence stems from a foundation built not on marketing campaigns, but on genuine relationships. The Shama family’s belief that a loyal customer is their most powerful asset is palpable. It translates into a hospitality-driven service model, a world away from transactional hard-selling, often punctuated by the personal touch of the family themselves visiting their stores to connect with their community.

This growing presence is being further cemented through strategic alignments with the region’s fragrance culture, from participation in Scent Arabia in Bahrain to the Sharjah Perfume and Oud Exhibition. Each partnership, whether private or public, is carefully chosen, reflecting a shared commitment to authenticity and quality.

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Images: Supplied & Feature Image: Supplied