Interview: Chairman of Amouage

2024 has been a defining year for Amouage, the world-renowned Omani High Perfumery House. In this exclusive interview, Sayyid Khalid bin Hamad Al Busaidi, Chairman of Amouage reflects on the key drivers behind its 2024 achievements, sharing his vision for the brand’s future and unveiling a strategic partnership set to shape the next chapter in the House’s journey.

Q1: Amouage has continued to make significant strides in the luxury fragrance industry. How would you describe the brand’s performance in 2024, and what does it mean for its future?

2024 was a remarkable year for Amouage and I am proud to share that for the first time in our four-decade history, our retail sales have surpassed $260 million, a 30% increase year-over-year. The demand for Amouage products was 2.5 times higher than the average of all luxury brands. These numbers tell more than just a financial story; they reflect the growing global appreciation for what Amouage represents – excellence in craftsmanship, authenticity, and a deep respect for Oman’s heritage.

For me, this milestone is very personal. It reaffirms that a House born in Oman, inspired by its rich culture and natural treasures, can resonate with audiences worldwide without ever compromising its identity.

Beyond the numbers, this success fuels our vision for the future, highlighting the universal appreciation for artistry and the growing desire for authentic, meaningful luxury experiences. Today, the industry sees Amouage as the trend-setters of High Perfumery, however the potential for House is far greater.  

Q2: What factors, in your opinion, contributed to Amouage’s exceptional growth in 2024?

Amouage’s exceptional growth in 2024 is the result of a well-designed and thoughtful approach that balances strategic expansion with a respect for the values that define us. We recognised early on that our clients appreciated more than just our fragrances. They loved the connections we created, craved the authenticity we represented, whether in our creative process or stories, and valued our personalised experiences. This understanding shaped how we approached both our geographic and digital growth.

Our expansion into key markets like the Americas, with flagship boutiques in SoHo and at the American Dream Mall, was not just about establishing a presence in iconic locations, it was about creating immersive spaces that allow clients to experience Amouage in its fullest expression. Similarly, in Oman, we were able to grow by 33% – a result of our continuous drive to innovate through new boutique openings including Sohar, and with concepts like our in-hotel Petite Boutique at the Mandarin Oriental, Muscat, which offer a fresh lens on the Amouage experience.

The surge in online sales by 54% and the remarkable growth in travel retail reflect our ability to adapt to shifting consumer behaviors while maintaining the integrity of our experiences. What unites all these channels – whether physical or digital – is a consistent dedication to a unique storytelling, craftsmanship, and delivering an unparalleled customer experience, all linking back to our roots: Oman.

Q3: As Amouage navigates its impressive growth, what strategic steps are being taken to ensure the brand continues to thrive globally?

Amouage is recognized as a jewel in the industry, one of the most desired brands in the category with a talented trailblazer team. We have identified several areas of growth feeding the global expansion of the House, which include expanding our production capabilities in Oman and developing our headquarter location in Muscat, as well as growing our boutiques footprint in key tier 1 cities, investing into back-end supply chain and identifying new opportunities to support local communities.

As we expand globally, we are committed to bringing a piece of Oman to the world. We have recently received a long-term minority investment from the world’s leading beauty player, L’Oréal Groupe, that identified Amouage as the House pushing the boundaries to redefine the beauty of tomorrow and reinvent the global beauty value chain. This is a testament to the global recognition of the House and the remarkable growth we’ve achieved over the recent years.

Amouage remains an independent House contributing to the goals and ambitions of Oman’s Vision 2040. The strategic investment from L’Oréal Groupe will grow our economic impact by expanding our production capabilities within Oman, accelerating our global footprint, and building-on our export potential; all while ensuring that value creation is firmly rooted in the Sultanate. In fact, this is the first Foreign Direct Investment from a global category leader into Oman’s fragrance and beauty sector.

Our commitment to sustainable development is equally paramount. Our aim is to advance the preservation and responsible sourcing of Oman’s natural treasures, such as Royal Frankincense from Wadi Dawkah. This includes pioneering initiatives like the GCC’s first smart forest, adopting cutting-edge technologies and blockchain-enabled traceability, as well as fostering a culture of circular economy through renewable energy and eco-conscious practices.

Most importantly, we will be able to create new opportunities for Omani talents. Through job creation, skills enhancement, and partnerships with local institutions, Amouage will continue to play a pivotal role in shaping the future of Oman’s creative industries.

Q4: How will this new partnership impact Amouage’s operations, creative direction, and global expansion plans?

Amouage will continue to operate as an independent Omani House, with full control over our creative direction, operations, and the uncompromising craftsmanship that has become synonymous with the House.

From a creative standpoint, Amouage will chart its own artistic course. Our commitment to crafting fragrances that represent the richness of Omani culture and heritage remains unwavering. The creative direction will stay under the stewardship of our in-house team, ensuring that each creation tells a story deeply rooted in authenticity, artistry, and craftsmanship.

The funds will enable us to enter new markets with mono brand boutiques, connecting personally with our clients around the world. However, growth for us is not simply about scale; it’s about depth and resonance. Every step we take, every market we enter, will be guided by our core values, ensuring that Amouage continues to represent not just luxury, but a timeless connection to Oman and the artistry of perfumery.

Q5: Looking ahead, what is Amouage’s vision for the future?
Our vision remains rooted in Oman’s heritage with an ambitious focus on global growth and innovation. We see ourselves as custodians of Oman’s natural treasures – whether it’s through the responsible sourcing of Royal Frankincense from Dhofar or fostering sustainable rose farming practices in Jabal Akhdar. Amouage’s future will continue to interconnect olfactive experiences with Oman rich cultural narrative while embracing opportunities that will push the boundaries of perfumery through transparency, authenticity, responsibility, instantaneity, to offer the best of perfumery to discerned clients around the world.