Omani fragrance house Amouage recorded its strongest business year yet in 2025, with global retail sales exceeding $430 million and revenue growth of 66 percent.
“I call it an epic year,” chief executive Marco Parsiegla exclusively told The Business of Beauty, adding that sales growth accelerated in the second half of the year.
Parsiegla attributed part of the surge to the success of the brand’s Exceptional Extraits collection, made with fragrance concentrations over 40 percent and priced around $550. The collection accounted for just over a quarter of sales in 2025, Parsiegla said, with the rest driven by core scents like Guidance and Epic.
“What we’re seeing is clients really appreciate quality, but quality at the right value proposition and at the right value equation,” he said. Sales of Purpose 50 — its extrait version of core fragrance Purpose, launched in 2023 — eclipsed sales of the original. Amouage’s 100 percent-oil Attars, relaunched in summer 2025, charted double-digit growth, and Parsiegla also noted demand for the brand’s ultra-luxe Royal Drops offering at Harrods, which sells perfumes by the litre for $40,000.
Retail in 2025 was critical to the brand’s growth, thanks to the opening of 13 standalone stores, including three boutiques in the US, three in Saudi Arabia and three in China, bringing its total count to 25.
The brand remains focused on upgrading its existing monobrand spaces, including shop-in-shops like the one it operates in Harrods. Parsiegla said that these doors make up 20 percent of revenue, conceding that this falls under the industry average. “We believe 30 percent is a good long-term mix to have for a high-end perfumery house, so we are on our trajectory towards that,” he said.
Still, the brand has been able to buck greater trends in the fragrance industry, where growth is moderating after a pandemic perfume boom. And it has plenty of runway. Half of Amouage’s sales come from the Middle East and Africa, with Europe contributing 25 percent and China and the US each in the low teens. Its travel retail business, where Amouage appears in multibrand environments, grew 90 percent in 2025, Parsiegla added.
Amouage was founded in 1983, but has more recently become a global fragrance player thanks to booming demand for niche high perfumery. The brand doubled its size between 2019, when Parsiegla took the CEO role, and 2023, and has grown at a minimum of 30 percent year on year since.
That wasn’t strictly intentional, said Parsiegla. “Growth is not our key driver,” he said. “What is very important is really to reinforce our position as a creative and cultural leader in high perfumery.” In 2027, the brand expects to open a visitor’s centre in Oman’s Wadi Dawkah, a frankincense grove and UNESCO Heritage site.
In the meantime, 2026, is poised to be another growth year. “If I look at January alone, I think it’s even more encouraging,” Parsiegla said. “But we’re not running after the numbers, which are a result of all the other efforts we are doing. That keeps us on track.”
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