Amouage Delivers Strongest Results in 42-Year History; Sales Hit $430 Million in 2025 After Record +66% Growth

From Muscat to nearly 100 countries worldwide, Amouage has delivered the strongest results in its 42-year history.

In 2025, the Omani High Perfumery House recorded an unprecedented +66% year-on-year growth versus 2024, with global estimated retail sales reaching $430 million — more than doubling over the past two years.

For five consecutive years, growth has remained above 25%, significantly outperforming the global perfumery market and reinforcing the structural strength of Amouage’s craftsmanship-driven model.

And in 2025, creativity translated directly into commercial power.

Creative Intensity Drives Commercial Momentum

Exceptional Extraits Redefine Luxury

The Exceptional Extraits collection was the fastest-growing segment of 2025, surging +157% and now representing more than a quarter of total sales.

With creations positioned above $500, the collection confirms strong global appetite for higher concentrations, extended ageing and technical refinement. Guidance 46 and Purpose 50 further established themselves as modern icons of High Perfumery, elevating their Eau de Parfum counterparts.

The Odyssey Collection Becomes a Pillar

The Odyssey Collection more than doubled in size during the year and now accounts for 35% of total sales.

Established icons continued to dominate:
• Guidance grew 2.2x year-on-year
• Purpose expanded 3.3x

New additions Decision and Existence contributed 25% of the collection’s total sales, accelerating structural growth across the portfolio.

The Essences: Time as an Ingredient

The Essences collection continued redefining contemporary perfumery codes through its proprietary double infusion process, ageing perfume oils with sandalwood chips and bioethanol in oakwood barrels for six months.

Outlands became one of the fastest-growing recent creations of the House (+167%), supported by major installations at Harrods, Rinascente and across Asia-Pacific.

The top seven lines — Guidance, Purpose, Reflection, Interlude, Honour, Outlands, Decision and Existence — now represent two-thirds of total sales.

Meanwhile, the luxury body collection recorded +150% growth, reinforcing expansion into complementary high-value categories.

A Strategic Global Footprint

Amouage continued expanding through elevation, not ubiquity.

Boutique Expansion

In 2025, 16 boutiques were inaugurated or renovated across Saudi Arabia, the UAE, China, South Korea, the United States, the United Kingdom and Italy — reinforcing architectural presence and experiential excellence.

Digital Acceleration

Amouage.com doubled performance year-on-year, supported by strengthened CRM, content-driven storytelling and expanded Arabic-language platforms across the GCC.

Travel Retail Momentum

Travel Retail grew +94%, becoming one of the year’s strongest growth engines.

At Dubai International Airport — the world’s leading airport — Amouage became the fastest-growing fragrance brand, doubling performance year-on-year. In Istanbul, the House secured a prime permanent retail location.

Regional performance remained coherent and strong:
• Europe +70% (Germany +132%)
• Asia-Pacific +23%
• Americas +46%

Rooted in Oman, Responsible by Design

At the heart of Amouage stands its vertically integrated Manufacture in Muscat, where every fragrance is compounded, aged and bottled by hand.

In 2025, production capabilities were strengthened while preserving handcrafted integrity.

Green Energy Transition

The Manufacture completed its transition to green energy operations, installing 160 solar panels to power primary production lines through renewable energy.

Amouage achieved a Gold EcoVadis rating, placing the House in the top 5% of companies globally assessed and within the 95th percentile of its industry.

Wadi Dawkah: Stewardship in Action

As custodian of Wadi Dawkah, part of the UNESCO-listed Land of Frankincense, Amouage expanded its long-term sustainability initiatives.

In 2025, the House:
• Conducted its annual frankincense harvest with local communities
• Expanded the Frankincense Tree Sponsorship Programme
• Earned FairWild certification
• Established a Scientific Advisory Council focused on biodiversity, sustainable harvesting and genetic preservation

Wadi Dawkah remains a living responsibility.

Cultural Leadership Beyond Fragrance

Amouage reinforced its cultural presence globally through:

• Milan Design Week
• Exhibitions celebrating Gaetano Pesce’s Oman Collection
• Collaborations with AlUla and Dubai Opera
• Participation in Paris Perfume Week and ScentXplore

The House also joined the Aura Blockchain Consortium as its first Strategic Beauty Member globally and the first member from the Middle East, with over 3 million products now linked to a Digital Product Passport to reinforce transparency and traceability.

Looking Ahead to 2026

In 2026, Amouage will:

• Expand its Manufacture and headquarters in Muscat
• Develop the Wadi Dawkah Visitor Centre and dedicated Frankincense Manufacture
• Strengthen boutique presence across Europe, Asia-Pacific and the United States
• Broaden its luxury body collection
• Further integrate technology to elevate client transparency and experience

From Oman to the world, Amouage continues to prove that High Perfumery rooted in meaning can transcend geography, trends and time.