In 2025, CPL Aromas unveiled The Scented Veil: The Hidden Faces of Saudi Arabia—a multisensory exhibition held at Al Mashtal Creative Space in Riyadh during Beautyworld Saudi Arabia. The event celebrated lesser-known tribes of the Kingdom through an immersive blend of scent, art, and storytelling.
Inspired by The Flower Men, an ASSOULINE publication on the vibrant tribe of the Asir Mountains, CPL explored other hidden cultures across Saudi Arabia, translating their essence into scent using AromaSpace—CPL’s proprietary, sustainable technology that captures ingredients in their natural habitat without harm.
Five unique fragrances honoured five distinct tribes:
The Flower Men – Asir Mountains
Recognisable by their striking floral garlands, these men used aromatic herbs, grasses, and wildflowers as both decorative elements and social symbols. Their story was interpreted by perfumer Julien Rasquinet through a composition built around Taif Rose AromaSpace.
The Warrior Matriarchy – Mahra Tribe
Rooted in strength and spiritual wisdom, the women of the Mahra tribe are renowned for their mastery of herbal medicine and healing rituals. Their essence was captured by Kevin Mathys using Arabian Moringa AromaSpace.
The Mecca Hijazis
Influential in commerce and custodians of the Habaq mint trade, the Hijazis of Mecca played a significant role in shaping the spice and herb exchanges of the region. Their legacy was honoured by Christian Provenzano through a bold, aromatic creation built around Habaq Mint AromaSpace.
The Hegra Guardians – AlUla Region
As protectors and traders of Arabian balsam, this ancient community thrived in the historic area of Hegra, now part of AlUla. Their deep connection to trade routes and sacred botanicals inspired the perfumer to compose a warm, resinous fragrance using Arabian Balsam AromaSpace.
The Riyadh Najdis – The Central Region
Hardy and resilient desert dwellers, the Najdi people of central Saudi Arabia have a history shaped by the land’s stark beauty. Their story was brought to life by Kevin Mathys, using Pulicaria AromaSpace.
Canvas portraits veiled in perfumed fabric layers allowed guests to see, smell, and feel each story.
More than a showcase, The Scented Veil sparked meaningful dialogue on identity, heritage, and belonging, offering a rare glimpse into Saudi Arabia’s cultural richness and CPL’s commitment to honouring tradition through innovation.
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