Emirates Pride Preserves Bakhoor Through Modern Perfume Art

Dubai, United Arab Emirates – Monday, 10 February 2026:

Emirates Pride Perfumes has taken a bold and culturally significant step forward, becoming the first Arabic perfume house to introduce a new approach that preserves the essence of bakhoor without burning it—protecting heritage, supporting sustainability, and safeguarding natural resources for future generations.

Recognised today by fragrance collectors and luxury audiences worldwide, Emirates Pride has built its reputation on creating perfumes defined by depth, purpose, craftsmanship, and cultural storytelling. With this latest launch, the brand reinforces its commitment to leading the evolution of Arabic perfumery on the global stage—where tradition is respected, yet reimagined through innovation.

For centuries, bakhoor and oud have been at the heart of Emirati and Arabic fragrance rituals. Their smoke has long filled homes, gatherings, and special occasions with an unmistakable scent—powerful, emotional, and deeply tied to identity. However, the ritual has always been fleeting, disappearing as the smoke fades, and dependent on natural materials that are increasingly rare.

Today, Emirates Pride offers a modern perspective on this timeless tradition.

With the launch of two groundbreaking perfumes—Future Oud and Future Bakhoor—the brand translates the familiar ritual of burning bakhoor into a refined, long-lasting perfume experience. These new creations preserve the emotional signature of traditional incense and aged oud, while making the scent wearable, enduring, and globally accessible.

This launch represents a defining moment for Arabic fragrance culture. Emirates Pride approaches heritage with a future-facing, technology-driven mindset aligned with the UAE leadership’s vision for innovation, sustainability, and cultural development. The result is a collection that honors the past while shaping a modern future—ensuring Emirati fragrance traditions remain relevant for generations to come.

International Unveiling Across Global Capitals

The collection was introduced internationally through unveilings in London, Paris, Barcelona, and Dubai, marking a new chapter in Emirates Pride’s global journey. This strategic rollout reflects the brand’s growing international presence and its confidence in presenting Emirati fragrance heritage to the world through a language of luxury, science, and emotion.

Chairman’s Statement

Speaking on the occasion, Mr. Mohammad Ibrahim, Chairman of Emirates Pride, said:
“Arabic perfumery is enjoying unprecedented global recognition today. At Emirates Pride, we are leading this evolution by pushing fragrances beyond convention through innovation in modern perfumery and craftsmanship. With Future Oud and Future Bakhoor, we are committed to preserving this heritage responsibly for future generations.”

Preserving the Soul of Bakhoor Through Headspace Technology

At the heart of the Future collection is Headspace Technology—a modern technique used in advanced perfumery to capture scent molecules from natural elements without physically extracting or consuming them.

Through this method, Emirates Pride is able to preserve rare and emotionally significant scent profiles—such as the aroma of burning bakhoor and aged oud—while reducing dependence on limited natural resources. This ensures that heritage scents can be safeguarded in a responsible way, while remaining authentic and true to tradition.

A New Scientific Dimension: EuroMotion® Technology

In addition to Headspace Technology, Future Oud introduces another innovation through the integration of EuroMotion® technology, designed to intensify positive emotions through scent.

This pioneering approach blends the creativity of perfumery with scientific evidence. It features the exclusive ingredient Euphorion®, which has been shown to enhance feelings of joy, euphoria, and calm—adding a new emotional dimension to luxury fragrance experiences.

Wearable Luxury Rooted in Tradition

Designed as wearable luxury, Future Oud and Future Bakhoor bring iconic elements of Arabic perfumery to a global audience. While rooted in Emirati traditions, the perfumes reinterpret the ritual into modern expressions—without compromising authenticity.

With this launch, Emirates Pride sets a new benchmark for how tradition can endure through thoughtful innovation, proving that heritage can be preserved, protected, and elevated through perfume—lasting beyond the present and into the future.