Dubai’s fragrance legacy takes the global stage in Milan this September
Dubai, UAE – Dubai’s homegrown fragrance powerhouse, ABC Fragrances, is set to make history this month as its signature brand, Al Wataniah, debuts at Milan Fashion Week 2025. On September 27, 2025, the brand will unveil its latest perfume creations before an international audience of designers, tastemakers, and luxury connoisseurs, marking the first time a Dubai-based fragrance house steps onto the world’s most prestigious fashion stage.
Our Milan showcase is not just about perfume, it is Dubai’s story of ambition, elegance, and innovation told through fragrance,”
— Mr. Mohsin Pardesi, CEO of ABC Fragrances
A Legacy Rooted in Dubai’s Growth
ABC Fragrances traces its origins back to 1964, when the late Haji Aboobaker Cassim Pardesi founded National Traders in Dubai. From the early days of the city’s transformation from a bustling trading town into a global hub, the family business grew alongside it.
Today, under the leadership of the third generation, Ahsan and Cassim Pardesi- ABC Fragrances stands as one of the Middle East’s most influential perfume houses, proudly representing Dubai’s ambition and creativity in over 90 countries worldwide.
World-Class Craftsmanship from Ras Al Khaimah
Fueling this success is the group’s state-of-the-art facility in Ras Al Khaimah, where perfumes, toiletries, and luxury packaging are meticulously crafted. By vertically integrating its operations from perfume formulation to bottling and printing, ABC Fragrances ensures precision, innovation, and uncompromising quality in every product.
ABC Fragrances is home to some of the region’s most celebrated brands, each with its own distinct identity and olfactory story. Al Wataniah, the crown jewel of the house, embodies timeless luxury and cultural artistry, while Tubbees captures a playful spirit through gourmand scents inspired by flavors and nostalgia. Grandeur offers refined and sophisticated compositions tailored for the modern connoisseur, and Al Absar brings to life contemporary blends deeply rooted in Middle Eastern heritage.
Dubai’s Story Told Through Fragrance
The house’s excellence has been consistently recognized across international stages, with multiple wins at the Beautyworld Middle East Awards in categories such as Best Oriental and Best Floral. From 2022 to 2024, Al Wataniah also secured a spot among the Top 10 Arabic scents worldwide in the FragranceNet Global Bestseller Rankings. In addition, ABC Fragrances has earned global accolades for its luxury packaging and design innovation, further cementing its reputation for artistry and distinction.
As Al Wataniah steps into Milan Fashion Week, it carries more than just perfumes, it carries Dubai’s story of transformation, from its humble trading roots to its place today as a global luxury capital. With the vision of Haji Aboobaker Cassim Pardesi and the leadership of Ahsan and Cassim Pardesi, ABC Fragrances continues to bridge heritage with modernity, crafting perfumes that connect cultures through scent.
