Hamidi launches fragrance layering ritual at Dubai wellness event

Hamidi, the contemporary fragrance house established in 2005 as part of Sterling Parfums, introduced its Close to Skin concept at a wellness event held at IMMERSEE, The Sustainable City, Dubai. The curated morning positioned scent as a personalised ritual within the experience economy, bringing together fragrance layering, wellness and personalisation. The event demonstrated The Hamidi Art of Layering through the Scent Rituals Kit.

Scent Rituals Kit demonstrates Arabic perfumery tradition#

The Scent Rituals Kit, featuring eight variants, is scheduled to become available from December 2026. Rooted in Arabic perfumery traditions where fragrance is applied through layers of oils, body care and perfume, the ritual encouraged a personal relationship with scent that develops naturally on the skin. Evarist Rego, Director of Brand and Business Strategy at Hamidi, stated that the brand believes fragrance belongs in morning rituals, not only evening occasions. The approach is grounded in a skin-first philosophy, with the collection formulated without alcohol. The fragrances draw on materials of Arabic perfumery including oud, rose, amber, musk, sandalwood, incense and precious resins, combined with citrus, fruits and florals. Made in the UAE, the collection reflects more than 20 years of Hamidi's perfumery expertise.

Five-stage experience includes yoga and personalised oil creation#

The experience unfolded through five stages: Move, Reset, Discover, Layer and Personalise. Guests participated in a guided yoga session lasting 40 minutes, then moved to a sensorial sound experience. Following this, guests explored Hamidi's fragrance layering approach through an interactive demonstration. At a dedicated station, each guest created their own 10 ml perfume oil for personal use. Four fragrances were featured during the experience: Alya Eau de Parfum, Maysara Eau de Parfum, Gulnar Concentrated Perfume Oil and Samaa Concentrated Perfume Oil. The selection demonstrated how different notes and textures can be combined through fragrance layering.

Event included wellness shots and branded elements#

The morning included interactive self-care moments, zero-alcohol wellness shots, branded coconuts and premium Hamidi gifting. These elements reflected the brand's positioning of fragrance as part of a wider moment of self-care. The event took place at IMMERSEE, The Sustainable City, Dubai, bringing together guests for the introduction of the Close to Skin concept. The Scent Rituals Kit introduced guests to the different stages of building a fragrance ritual, demonstrating the versatility of the layering approach.

Hamidi operates across 65 countries from UAE base#

Established in 2005 as part of Sterling Parfums, Hamidi is present in more than 65 countries. The brand builds on the heritage of Arabic perfumery through its alcohol-free formulations. The brand's stated vision is to integrate the Art of Layering and fragrance ritual into modern homes and everyday routines across cultures and continents. Hamidi's Alya, Maysara, Gulnar, Samaa and other fragrances are currently available through the brand's distribution network. The Scent Rituals Kit, scheduled for December 2026, will add eight variants to the existing range.