Iberchem Unveils Magical Fragrance Concept
At Beautyworld Middle East 2024 in Dubai, fragrance house Iberchem introduced ‘Abracadabra’
Fragrance house Iberchem unveiled its latest fragrance concept, “Abracadabra,” for the first time at the recent Beautyworld Middle East in Dubai. Visitors were introduced to eight original fragrances created by Iberchem’s perfumers, showcased through innovative and interactive displays.
The event featured live shows twice daily, presented by celebrity magician Normando, who is known for his appearance in the hit Netflix series “Dubai Bling.” Attendees were invited to engage with this new fragrance concept and experience the live shows in an original and interactive manner.
“This year has been all about fun,” said Erkan Karsli, Managing Director of Iberchem Dubai. “Our goal was to create a memorable experience for our audience. We achieved this with our fragrance concept ‘Abracadabra,’ which is innovative and entertaining, truly reflecting the
company’s DNA.
This concept also serves as a unique way to celebrate the launch of our new office in Dubai. Our team has recently relocated from Business
Bay to Dubai Science Park to better accommodate the company’s growth in the Gulf region.”
In 2024, Iberchem reached a significant milestone by relocating from its long-time office in Business Bay to a larger facility situated in Dubai’s Science Park. This new location provides state-of-the-art facilities and infrastructure designed to support the growth of companies in the science sector.
Ana Gómez, Iberchem’s perfumer in the Middle Eastern market, was involved in the creation of this collection.
She described the creative process behind ILLUSION, one of the standout fragrances. “I combined seemingly incompatible ingredients—cold spices like ginger with warm notes of clay and cinnamon—crafting a surprising and addictive scent,” she explained.
Looking ahead, Iberchem remains dedicated to innovation and quality, promising fresh concepts that engage and inspire at global exhibitions. With “Abracadabra,” the brand has set a new benchmark for blending creativity and sensory enchantment in the world of perfumery.
