Dr. Ali Asgar Fakhruddin, Chairman of Sterling Perfumes and its renowned brand Armaf, reflected on the transformative influence of Beautyworld Middle East, describing it as “a platform that takes you across the globe.”
Having participated since the event’s inception 20 years ago, Dr. Fakhruddin emphasised its pivotal role in the company’s growth, stating, “We’ve expanded fantastically and now distribute to over 130 countries.”
Sterling Perfumes prides itself on being a locally grown brand with all products manufactured locally in the UAE. Dr. Fakhruddin highlighted how the company has taken its creations to diverse markets, from South America to Asia, Europe and the Middle East.
This year, the brand unveiled two standout product lines at the event:
- Yum Yum – A unique concept with innovative packaging and an edible-inspired fragrance that promises an “out-of-this-world” sensory experience.
- SKH or Sheikh – A collaboration with prominent local personality Mr. Suad Al Kabeer, combining Sterling Perfumes’ craftsmanship with Dubai’s cultural essence.
Dr. Fakhruddin expressed optimism about the reception of these products, aiming to launch them globally and reach millions of users. “This platform has been instrumental in taking us from a local brand to an internationally recognised name,” he concluded.
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