Navitus Parfums launches in Dubai

Sajjad Ahmad, Deputy Business Editor

Navitus Parfums, the niche luxury perfumery brand imagined in the UAE and crafted by world-class master perfumers from France, officially launched in the UAE on Thursday.

This marks a significant milestone for a brand that continues to redefine the global luxury perfumery experience with its commitment to quality, sustainability, and direct engagement with consumers.

At an exclusive launch event at Atelier Perfumery in Dubai, Navitus Parfums unveiled its bespoke fragrances offering discerning guests and perfume enthusiasts a unique and enchanting olfactory experience crafted by the expertise of its master perfumers.

Guests at the launch were treated to a truly immersive and personalised experience, hosted by Founder & CEO Hayan Merchant, and guided by the master perfumers themselves, gaining insights into their creative process and inspirations.

The evening was further enhanced by Chef Karim from renowned pâtisserie La Parisienne who served up some delectable sweet canapes and drinks created especially for the occasion and inspired by the most talked about Navitus fragrances.

“Dubai, with its rich cultural heritage and appreciation for luxury, serves as an ideal location for the regional launch. The city’s status as a global hub for perfumery aligns with Navitus Parfums’ aspirations for international recognition. The launch at Atelier Perfumery not only establishes Navitus Parfums in the UAE market but also sets the stage for potential collaborations, events, and further expansion in the region,” said Hayan Merchant.

Driven by a deep-rooted passion for luxury perfumery inherited from his family’s love for natural, artisanal scents, Hayan transitioned from a successful career in a family business conglomerate to pursue a childhood dream. This marked the beginning of a transformative journey into the world of fragrance, where he immersed himself in the art and science of perfumery.

His two-year odyssey included learning from skilled artisans and master perfumers about high-quality ingredients, perfumery distillation and the meticulous craft of developing clean and sustainable fragrances. A pivotal moment came when Hayan explored the enchanting rose fields in Grasse, France, solidifying his commitment to establishing Navitus Parfums.

He made immediate waves in the fragrance industry with the release of Navitus’ inaugural collection in 2019 featuring seven unique fragrances in the United States. The unprecedented success was evident as the entire collection sold out within 12 hours in New York, even before customers had the chance to experience the scents firsthand.

Navitus Parfums’ commitment to excellence and innovation led the brand to be honoured with the prestigious USA’s Up and Coming Niche Perfumery Brand of the Year award in 2023 in the United States, solidifying its position as a trailblazer in the luxury perfumery landscape.

With prices starting at Dhs630, Navitus Parfums will be available at Four Seasons Resort Jumeirah Dubai, in addition to other locations including Atelier Perfumery at Galleria Mall Dubai, Mirdiff City Center, Yas Mall, Dalma Mall, City Centre Al Zahia, and also Karji stores in Deerfields Mall Abu Dhabi, Forsan Central Mall Abu Dhabi, Rahmania Mall Sharjah and Mall Shamka, Abu Dhabi.