Düllberg Konzentra: Precision, Partnerships & The Power Of Perfume
Mahdi Zahreddine, Managing Director of Düllberg Konzentra Middle East, reflects on a transformative year for the company
In this exclusive interview with ParfumPlus Magazine, Mahdi Zahreddine shares how Düllberg’s evolving journey is redefining the role of a modern composition house.
ParfumPlus: As we look back at the past year, how would you describe Düllberg’s journey, and which milestones stand out as defining moments for the company?
Mahdi Zahreddine: Transformative—an evolution, or even a fragrance revolution. There wasn’t a single defining moment; everything was interconnected. It began with welcoming 15 stellar new team members, followed by our move to a new JLT office, redesigned as a creative and recreational space. We were also constantly on the move, attending seven to eight fragrance events worldwide. The standout milestone was Beautyworld—an exceptionally strong showing for Düllberg, marked by six intense days of activations and team-driven energy.
PP: How has the revival of Düllberg Middle East contributed to the company’s momentum, and what strategic role does the region now play?
MZ: It was never a revival, but a resurgence. Düllberg has been present in the UAE for nearly two decades and has built a strong market share across the region. However, in light of political challenges and increasing global complexities, expanding further into sub-Saharan Africa and the wider GCC has become a highly strategic priority for us.
Düllberg Dubai will serve as the central hub for our African operations, covering four key regions—North, East, West and South Africa—while also supporting our expansion into South Asia. Looking ahead to 2026, we are actively targeting new markets including India, Bangladesh, Pakistan and Sri Lanka.
PP: How did your participation at Beautyworld Middle East 2025 showcase its core values and key initiatives?
MZ: The key focus of our Beautyworld participation this year was sponsorship-led partnerships and active education—both now core to Düllberg’s philosophy. Beautyworld provided the ideal platform to bring this vision to life. This was reflected in our two booths: one inspired by Nabati Arabic poetry, paying tribute to the UAE and its culture, and the other a fragrance universe where visitors could turn an idea into a finished perfume through one-on-one VIP sessions with our perfumers, using over 100 ingredients sourced globally.
We curated this experience for Quintessence participants—around 100 niche brands worldwide—whom we proudly sponsored as the exclusive fragrance partner of the Quintessence Art of Perfumery pavilion. We were also the main sponsor and fine fragrance partner of Next in Fragrance, a platform dedicated to industry knowledge sharing.
In addition, Düllberg sponsored, organised and participated in the programme with two talks by our perfumer Rebecca Krichemeier and myself as Managing Director of DK MEA. We also hosted our first exclusive customer and partner gathering—a Poetry and Perfumery evening at the 25hours Hotel, set against the Museum of the Future.
PP: Based on your observations, what were the most notable market and olfactive trends of the year, and how have they influenced your creative and commercial approach?
MZ: Amber continues to be the new oud, captivating both souls and senses. Amouage has played a defining role in elevating frankincense as a protagonist ingredient in ultra-luxury perfumery, most notably through its Odyssey collection—Purpose, Guidance, Search, Decision, Existence and beyond.
At the same time, the industry has been swept up by a fascination with intense, unexpected tropical notes. Mango, passion fruit, guava, pomegranate and raspberry are taking centre stage, often paired with powerful oriental elements such as oud, woods and spices. Standout examples include Black Guava by Born to Standout, Oud Maracuja by Maison Crivelli, Nectar Oud by BDK, and Gods of Fire by Stéphane Humbert Lucas.
PP: How would you describe the current state of the fragrance and beauty market—its challenges, its shifts and its opportunities for growth?
MZ: I don’t think there was ever a time when the fragrance market wasn’t evolving. Today—and looking ahead to 2026—the real challenge, and excitement, is the speed of change. We’re constantly racing to keep up with trends, new packaging ideas and shifting formulations, with little stability in ingredients or concepts. This puts pressure across the entire value chain—from R&D and perfumers to marketing, commercial teams, supply chain and logistics.
The demand for new creative ingredients and captives is stronger than ever, often driven more by marketing stories than true differentiation. At the same time, increasing regulations and newly restricted or banned materials continue to create reformulation challenges linked to health and well-being concerns. Another emerging shift, seen in a few markets and niche segments, is the move away from “beast mode” scents toward “no-fragrance” concepts. Whether this will scale remains to be seen—but I hope the desire to smell great, not just good, will always remain.
PP: Looking ahead, which emerging trends or consumer behaviours do you expect will shape product development and brand strategy in 2025 and beyond?
MZ: 80% of brands today are simply following—copying, cloning, replicating and iterating. Very few truly innovate or create products that genuinely resonate with real consumer needs and desires.
To truly disrupt, I envision a new concept I call CGB or CGP—consumer-generated brand or product. In this model, consumers are directly involved in the creation process itself, contributing to the narrative, storytelling, design preferences, packaging and, of course, the scent.
PP: In a competitive global landscape, what distinguishes Düllberg from other composition houses in terms of creativity, agility or client collaboration?
MZ: We are more than a fragrance house. Düllberg is redefining how the fragrance industry by placing partnerships and value at the core of its mission. We aim to be the go-to partner—where brands walk in with ideas and walk out with a finished product. While brands focus on selling and marketing, we bring together the best service providers to deliver a full-fledged new product development experience. That is the future—and we are building it today.
PP: How is Düllberg’s German heritage of precision and craftsmanship with a contemporary, globally relevant creative vision in the latest projects?
MZ: Unlike companies that simply trade raw materials, we operate our own distillation units and a GMP-certified pharma facility. This enables us to develop proprietary natural captives, with our scientists continuously refining and creating olfactively enhanced natural ingredients.
We actively source unique materials, including CITES-certified natural ouds used in many of our oriental fragrances. At the same time, our perfumers stay closely connected to the global fragrance scene, constantly creating scents that are relevant today and stable for tomorrow.
PP: As brands evolve beyond purely commercial goals, what are they truly seeking today, and what lessons from this past year will guide Düllberg’s direction in the years to come?
MZ: The only constant in fragrance is change, and that is its greatest complexity. Trends and preferences now shift overnight, fuelled by the unprecedented influence of social media. Consumers are spending more time with content, but they are also becoming more informed.
Düllberg aims to be an educational platform, not just a fragrance-making house. Through strategic partnerships over the coming years, we are focused on meeting evolving market needs and becoming a resourceful partner that adds value to brands, teams and customers alike.
PP: What message would you like to share with ParfumPlus readers?
MZ: The future of fragrance is Düllberg. 2025 was exceptional, but 2026 will be outstanding. We will be present at more events worldwide and continue to push the limits of what’s possible in the fragrance industry.
There are many surprises ahead, so keep an eye on ParfumPlus—we truly value our partnership with the magazine and its incredible team.
