Sara Saad: Iberchem’s Middle East Vision
In this interview with ParfumPlus, Sara Saad discusses Iberchem’s Middle East growth, customer proximity, and the innovation driving its success
In 2025, Sara Saad was appointed Commercial Director of Iberchem, while continuing her role as Customer Service and Logistics Director. Based in Spain, she has become one of the company’s key leaders, helping drive growth and strengthen customer relationships across international markets.
ParfumPlus: What is driving Iberchem’s expansion across the Middle East?
Sara Saad: Our success in the Middle East comes from being close to our customers and understanding what makes this market unique. We’ve been working in the region for more than two decades, and over the years we’ve built strong relationships with local brands and developed a real appreciation for the region’s fragrance culture. A one-size-fits-all approach simply doesn’t work here. Every customer is different, and we focus on creating fragrances that reflect their identity and ambitions.
The Middle East is also one of the most exciting fragrance markets in the world. Consumers are knowledgeable, passionate about fragrance and always looking for something new. That’s why we invested in a state-of-the-art creative and R&D centre in Dubai last year. Having perfumer Remon Ageeb based locally, together with a dedicated perfumery team in Spain focused on the Gulf region, allows us to stay close to the market while bringing fresh ideas and perspectives to our customers.
PP: What are the key factors behind Iberchem’s success in today’s global environment?
SS: Iberchem’s ongoing growth relies largely on our agility, strong procurement strategy, creativity, and technical expertise. Markets move quickly, and customer needs can change overnight, so being able to react fast is essential. With 18 facilities worldwide, including 11 production sites, we have the flexibility to support our customers wherever they are and maintain a reliable service.
Just as important is the knowledge and creativity within our teams. Our perfumers, evaluators, marketers and technical experts work closely together to turn ideas into successful products that reflect both local tastes and broader market trends. In the end, though, our biggest strength is our people. Their commitment, adaptability and willingness to go the extra mile are what allow us to keep growing and creating value for our customers around the world.
PP: What are Iberchem’s latest launches for the Middle East market?
SS: Our latest launches are NovaSilk® and NovaSilk® Clear, two alcohol-free fragrance technologies designed as a softer alternative to traditional hydroalcoholic perfumes. Developed using water-based formulations with either a clear or milky appearance, they provide a gentler fragrance release while responding to growing demand for alcohol-free formats.
Beyond the fragrance experience itself, these technologies also make life easier for our customers. Their ready-to-mix format removes the need for alcohol during production, simplifying manufacturing and logistics while helping reduce the environmental impact of the final product.
PP: What can we expect from Iberchem in this new edition of Beautyworld Middle East?
SS: This year, we’re bringing a new capsule collection called The Space Between, inspired by the tension between heat and cold and the fascinating territory that exists in between. Our perfumers have created four original fragrances that explore this idea through unexpected
olfactive contrasts.
We’re also looking forward to the conversations taking place on the What’s Next in Fragrance stage. Guillaume Audy, Global F&F Communication Director, will present the keynote Lost in Translation: Why Fragrance Brands Are Losing Their Narrative Identity, while Archana Pandey, Senior Fine Fragrance Evaluator at Iberchem Dubai, will take part in the roundtable Scent of Place: Celebrating the World’s Most Distinctive Regional Ingredients. Together, these sessions reflect Iberchem’s commitment to creativity and the cultural richness of fragrance.
