Lattafa

What Lattafa does

Lattafa is a UAE-based Arabian fragrance house founded in 2014 that develops, manufactures, and sells perfumes for men, women, and unisex consumers. The portfolio is organized around a multi-sub-brand architecture: Badee Al Oud (premium oud-based scents), Asad (bold masculine fragrances), Khamrah (evening/unisex scents), Yara (feminine sweet fragrances), and the umbrella Lattafa Pride collection spanning 63+ items. Products are offered in Eau de Parfum, deodorant, air freshener, and all-over spray formats, with curated gift bundles (e.g., the $59.99 Asad Collection 4x25ml, $54.99 Yara & Yara Candy Set). Core technology is traditional Arabian fragrance formulation combined with modern EDP concentration standards; no proprietary AI, software platform, or patented formulation technology is disclosed. Headcount is reported in the 1,001-5,000 band, and the company is privately held with no public ticker.

Lattafa monetizes through a multi-channel go-to-market: a Shopify-powered DTC storefront at lattafa-usa.com with free shipping over $60 and an email subscription offering 10% discounts; Amazon marketplace distribution where Lattafa captured 12.4% of fragrance sales and four of the top 10 fragrance slots during Prime Big Deal Days 2025; TikTok Shop leveraging social commerce virality; and a wholesale/reseller program targeting mid-market buyers. Unit pricing ranges from $14.99 to $49.99 USD for individual fragrances and $29.99 to $69.99 USD for bundles, with payment infrastructure spanning Shopify Pay, PayPal, Stripe, Apple Pay, Google Pay, Amazon Pay, and major card networks. Marketing is social-first across TikTok, Instagram, and Facebook, with product discovery driven by TikTok fragrance trends — pheromone perfume searches surged 217% year-over-year during 2025 Prime Big Deal Days, directly benefiting the brand.

The customer base is horizontal and broadly distributed across three persona segments (women, men, unisex) plus a wholesale/reseller segment, all served at SMB/individual scale. Lattafa doubled its US market share between early 2023 and early 2025 and is identified alongside Ajmal Perfumes, Arabian Oud, Amouage, and Swiss Arabian as a key player in the Middle Eastern perfume market, which is projected to grow from $12.8B in 2025 to $34.5B by 2033 at a 12.1% CAGR.

Name

Lattafa

Legal name

Lattafa

Website

https://lattafa.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Lattafa is a UAE-based Arabian fragrance house founded in 2014, developing Eau de Parfum, deodorant, and home fragrance collections across men's, women's, and unisex categories, sold via DTC e-commerce, Amazon, TikTok Shop, and wholesale channels.

Ownership category

akta.pro rank

Product category

Fragrances & Perfumes

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Eau de Cologne & Light Fragrances (CRABADAD)

akta.pro secondary industries

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI), Deodorants & Antiperspirants (CRADANAA)

Keywords

• Arabian fragrance manufacturing
• Eau de parfum products
• Oud-based perfumes
• Unisex fragrance collections
• Direct-to-consumer perfumery

Headquarters

HQ city

Sharjah

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct-to-Consumer Fragrance Sales: Lattafa generates revenue through direct online sales via lattafa-usa.com e-commerce storefront, selling Eau de Parfum, deodorants, air fresheners, and all-over sprays directly to consumers with free shipping on orders over $60.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Lattafa is a UAE-based fragrance house that develops, manufactures, and sells Arabian Eau de Parfum (EDP) perfumes for men, women, and unisex consumers through a multi-sub-brand portfolio (Badee Al Oud, Asad, Khamrah, Yara, Lattafa Pride). Products are offered in EDP, deodorant, air freshener, and all-over spray formats, and are sold directly to consumers via lattafa-usa.com, Amazon, and TikTok Shop, alongside a wholesale/reseller program.

Product overview

Lattafa is a UAE-based fragrance house offering Arabian luxury perfumes through a multi-sub-brand architecture centered on sub-brands and product types. The portfolio is organized around four primary sub-brand collections: Badee Al Oud (premium oud-focused scents), Asad (bold masculine fragrances), Khamrah (evening/unisex scents), and Yara (feminine sweet fragrances), all unified under the broader Lattafa Pride collection which spans 63+ items across men's, women's, and unisex categories. Products are offered in multiple formats including Eau de Parfum (EDP), deodorants, air fresheners, and all-over sprays. The company sells both individual fragrances and curated gift bundles. Lattafa positions itself as an accessible alternative to mainstream Western fragrance houses, competing directly with established perfume houses on Amazon and TikTok Shop while leveraging Arabian perfumery traditions.

Differentiator

Problem solved

Functional benefit

Brands

• Lattafa Pride: A sub-brand collection of Lattafa Pride fragrances
• Asad
• Khamrah
• Badee Al Oud
• Yara

Products and services

• Badee Al Oud Collection Premium oud-based fragrance collection featuring multiple variants positioned as bold and luxurious with strong sillage and longevity, for men and women seeking premium Arabian oud profiles.
• Asad Collection Men's fragrance line with bold, masculine character, available in multiple forms including original Asad, Zanzibar variant, and Asad Elixir. Noted for strong projection and attractive dry-down.
• Khamrah Collection Evening fragrance collection suitable for both men and women, including Khamrah, Khamrah Dukhan, and Khamrah Waha variants. Known for bold, sensual scent profile and bestseller status.
• Yara Collection Women's fragrance collection with multiple variants including Yara Candy, Yara Elixir, and gift sets. Positioned as sweet and playful with broad appeal across occasions.
• Lattafa Pride Collection Inclusive fragrance collection spanning 63 items across men's, women's, and unisex scents, acting as the primary inclusive brand line with the widest product variety.
• Eau de Parfum (EDP) Core fragrance format spanning all Lattafa collections, formulated with modern EDP concentration standards for reported 8+ hour longevity and 3+ hour projection.
• Deodorant Complementary personal care deodorant product format available for select fragrance lines, sold as paired bundles (e.g., Ameer Al Oudh EDP + Deo at USD $29.99).
• Air Freshener Home fragrance product format extending Lattafa scent profiles into ambient room scenting for consumers.
• All Over Spray Body mist format allowing full-body fragrance application for select Lattafa collections, positioned as a lighter alternative to EDP.
• Fragrance Bundles & Gift Sets Curated gift sets and discovery bundles combining multiple EDPs and complementary products (e.g., Yara & Yara Candy Set USD $54.99, Asad Collection 4x25ml USD $59.99, Badee Al Oud Collection 5x5ml EDP, My Yara Collection 25ml 4pcs Gift Set USD $42.00).
• Wholesale / Reseller Program Business-to-business wholesale and reseller program for retail and e-commerce operators seeking to stock and resell Lattafa fragrances at wholesale pricing.

Quantifiable outcome

• Doubled US market share from early 2023 to early 2025
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ajmal Perfumes: UAE-based Arabian fragrance house operating in the same eau de parfum and oud-based fragrance category. Explicitly named alongside Lattafa as a key player in the Middle Eastern Perfumes Market and competes for the same affordable-luxury positioning.
• Rasasi: UAE-based Arabian fragrance house producing EDP, oud, and attars across men's, women's, and unisex categories. Comparable in product breadth, regional origin, and mid-market pricing to Lattafa, with overlapping distribution in MENA, Asia, and online marketplaces.
• Amouage: Oman-based luxury Arabian fragrance house offering premium EDP and oud-based fragrances. Explicitly named alongside Lattafa as a key Middle Eastern market player; competes in the same Arabian fragrance category with a higher luxury price tier.
• Arabian Oud: Saudi-headquartered Arabian fragrance house specializing in oud-based perfumes and home fragrances. Named alongside Lattafa as a key Middle Eastern Perfumes Market player with overlapping product lines and a multi-channel global distribution footprint.
• Swiss Arabian: UAE-based Arabian fragrance brand offering EDP, oud-based, and unisex fragrances in overlapping price tiers. Explicitly named alongside Lattafa as a key Middle Eastern market player competing for similar consumer segments across MENA, US, and global marketplaces.
• Maison Al Haramain: UAE-based perfume manufacturer and retailer offering Arabian fragrances, oud oils, and attars across global markets. Directly comparable to Lattafa in product format (EDP, deodorants, oils) and affordable-luxury positioning across the same consumer segments.

Broad incumbents

• Maison Francis Kurkdjian: LVMH-owned niche luxury fragrance house with strong Arabian-influenced oud and amber fragrances. Competes for the oud-luxury consumer that Lattafa targets through its Badee Al Oud collection, but at significantly higher price points.
• Chanel (Parfums): Global luxury house with a top-tier fragrance portfolio competing for premium fragrance share. While positioned at higher price points, Chanel increasingly launches accessible flankers that intersect with Lattafa's aspirational consumer segment.
• Zara (Fragrances): Inditex-owned fast-fashion retailer whose in-house fragrance line competes directly with Lattafa on affordable pricing ($15–$40) and viral TikTok discovery. Operates as a broad incumbent across apparel but its fragrance portfolio targets the same affordable-luxury consumer.
• Sephora Collection: Sephora's private-label fragrance line competes for the accessible fragrance consumer across multiple geographies. Operates as a broad retail incumbent whose fragrance assortment overlaps with Lattafa's middle-market positioning and gift-set format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lattafaperfumesuae
• Instagraminstagram.com/lattafa_perfumes
• TikToktiktok.com/@lattafa.usa
• Xx.com/Lattafaofficial
• LinkedInlinkedin.com/company/lattafa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lattafa