Rasasi’s Heritage — Reinterpreted
I’m Rasasi by Rasasi brings a new generation into the family, translating four decades of fragrance heritage into a bold, contemporary language
Heritage is often spoken of as something to preserve. For I’m Rasasi by Rasasi, it became something to reinterpret. Launched at Beautyworld Middle East in October 2025, I’m Rasasi was created as a contemporary expression of Rasasi’s fragrance legacy, shaped for a new generation of consumers. Today’s younger fragrance wearer is looking for more than a scent that smells good. Fragrance has become part of how they dress, present themselves and express their identity. They want compositions that feel bold, confident and personal.
That shift lies at the heart of I’m Rasasi.Led by Imtiyaz Kalsekar, CEO of Rasasi Imtiyaz Group, the brand also draws on the perspective of his daughters, Sarah Kalsekar and Hajira Kalsekar, who are closely involved in its marketing direction. Representing the generation the brand seeks to engage, they bring an instinctive understanding of how younger consumers discover brands, what resonates with them and how fragrance has become part of a broader language of identity and self-expression.
Even the name reflects this philosophy.
“I’m” carries the initials of Imtiyaz, while the phrase itself is a declaration of confidence and individuality. To say “I’m” is to make a statement about who you are.
The fragrances follow the same principle. Rather than relying solely on the richer profiles traditionally associated with Middle Eastern perfumery, I’m Rasasi explores a broader, more international scent vocabulary. Fresh, modern and distinctive compositions are paired with contemporary bottles and bold visual identities, using high-quality French perfumery materials while maintaining the standards that have defined Rasasi for more than four decades.
The brand is also looking back to move forward. Some of Rasasi’s most recognised creations are being reinterpreted for a contemporary audience, retaining familiar elements of their original identity while introducing new olfactive directions. Hawas, Daarej, Shuhrah and Al Wisam are being brought to a new generation through updated interpretations and more current scent profiles.
Recent launches including Hawas Blanche, Hawas Crystelle, Daarej Gold Edition, Daarej Silver Edition and Daarej Noir Edition build on the recognition of their predecessors while taking them towards a more refined and modern expression. Their international reception demonstrates how established fragrance identities can evolve without losing the qualities that made them distinctive in the first place.
Beyond I’m Rasasi, the wider universe includes Nylaa, Auraa and Rumi, each positioned to speak to a different fragrance consumer. I’m Rasasi and Nylaa occupy a more accessible, mass-facing space, combining contemporary design with broadly appealing compositions. Auraa and Rumi move into more premium territory, offering richer and more individual olfactive experiences.
The ambition is increasingly global. Since its launch, I’m Rasasi has expanded across the GCC, America, Asia and markets in Africa, alongside a growing e-commerce presence on platforms including Amazon, Noon and others. Three retail stores have opened in the UAE, with two more planned. India is expected to join the brand’s e-commerce footprint by the end of 2026,
followed by broader distribution and retail expansion in 2027.
But the ambition extends beyond geographical growth. I’m Rasasi is being shaped as a new-generation global fragrance house — one that carries Rasasi’s heritage forward without allowing it to define the limits of what comes next.
The heritage remains. The expression is evolving. And the next generation is making it its own.
