CPL Aromas Presents ‘The Scented Veil: The Hidden Faces Of Saudi Arabia’

In 2025, CPL Aromas had the privilege of revealing ‘The Scented Veil: The Hidden Faces of Saudi Arabia’, a unique multisensory event held at Al Mashtal Creative Space in Riyadh. Hosted alongside CPL’s presence at Beautyworld Saudi Arabia, the event invited guests on a journey that blended heritage, scent, and storytelling to spark meaningful conversations and foster cultural appreciation.

The experience was inspired by the ASSOULINE publication The Flower Men, a book offering a glimpse into the lives of a vibrant tribe from the Asir Mountains, known for adorning their heads with crowns of herbs and flowers. This discovery led CPL Aromas to delve deeper, seeking to explore and honour other lesser-known tribes across the Kingdom, whose traditions, values, and regional identities often remain hidden from much of the world.

With a desire to share these stories through the universal language of scent, CPL perfumers crafted five exclusive fragrances—each rooted in the identity of a specific tribe and composed using CPL’s proprietary AromaSpace technology. This sustainable innovation captures the true essence of regional ingredients directly from nature, without harm, allowing the scents to authentically reflect the land and its people.

At the event, portraits of each tribe were printed on canvas and overlaid with sheer fabric veils featuring imagery of the AromaSpace ingredient used in each fragrance. These veils were lightly perfumed, enabling guests to experience each story not just visually but emotionally and olfactively, creating a layered, immersive encounter that invited quiet reflection and deep conversation.

The exhibition highlighted the following tribes and fragrances:

• 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—a fresh, green, and modern take on a timeless flower that grows high in the Saudi mountains.

• 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, a potent super-herb long prized for its medicinal and protective qualities.

• 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—a refreshing and historically significant ingredient.

• 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 Daniel Vargas to compose a warm, resinous fragrance using Arabian Balsam AromaSpace.

• The Riyadh Najdis – 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—a native desert plant that captures the earthy, grounded spirit of the region.

Each fragrance not only reflected the soul of the tribe it was inspired by, but also highlighted the incredible palette of regional ingredients often overlooked in mainstream perfumery. By combining cultural storytelling with sustainable scent technology, the event became a tribute to Saudi Arabia’s rich heritage, revealing how deeply intertwined place, people, and perfume can be.

Guests were gifted a specially curated trio of mini candles featuring Taif Rose, Arabian Moringa, and Habaq Mint AromaSpaces, offering a small, fragrant keepsake of the stories shared and scents explored.

What unfolded was more than just a product launch or brand event—it became a meaningful dialogue. The Scented Veil inspired conversations on identity, belonging, and tradition, reminding those who attended of the richness embedded within the Kingdom’s diverse regions. For CPL Aromas, it was an honour to host such an event in partnership with local voices and to offer a respectful platform for stories that are often left untold.