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Ahmed Al Maghribi: Oud & Roses Auric Unveils a New Era
Ahmed Al Maghribi Perfumes unveiled Oud & Roses Auric at Dubai’s Theatre of Digital Art, celebrating a decade of heritage through a refined, multi-layered fragrance experience
On 5 October, Ahmed Al Maghribi Perfumes celebrated a defining moment in its fragrance journey with the grand reveal of Oud & Roses Auric at the Theatre of Digital Art, Madinat Jumeirah, Dubai. Hosted by Guy Daccache, the evening welcomed regional personalities, fragrance creators and international industry voices, including Leen AbouShaar, Raghad, Kareem Deeb, Taim Al Falasi and Ahmed Kiswani.
At the heart of the launch was a decade-long legacy. Rather than replacing the original Oud & Roses, Auric reinterprets its signature identity through greater depth, complexity and an evolving olfactory experience.
Founder Kafeel Ahmed explained the vision: “AURIC is a bouquet of fragrances: a layered fragrance experience that unfolds gradually over time, revealing new dimensions with every moment.”
The composition opens with orange, cardamom, pepper, saffron and leather, creating a vibrant interplay of brightness and warmth. Its floral heart combines rose oil, Balkan Immortelle Absolute, heliotrope, orris and the brand’s signature Rose Accord. As the fragrance develops, vanilla, patchouli and musk blend with the Ahmed Al Maghribi Incense and Oud Accord, creating a rich, lingering finish.
The launch also attracted international fragrance personalities, including Ciaran Flanagan, Daniel Rene, Ricardo Gimenez, Marina de Alcantara and Matías Ross, alongside regional creators and digital voices. Their presence reflected the growing global appreciation of Arabian perfumery and Dubai’s role as a meeting point for diverse fragrance cultures.
With Oud & Roses Auric, Ahmed Al Maghribi Perfumes honours an established icon while embracing a more contemporary expression. Rooted in heritage yet shaped by innovation, the fragrance represents a thoughtful evolution of a signature scent.
The message is clear: a decade of tradition provides the foundation, while Auric opens the door to a new chapter in the brand’s olfactory story.
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