Dubai, UAE: Launching 21–23 January 2027 at the Dubai Mall Exhibition Centre, Notes Dubai will debut as a global platform for niche and artistic fragrance, at the heart of one of the world’s most visited retail destinations. Bringing together the world’s most influential niche fragrance brands and houses, the event is the meeting point where distributors, retailers and buyers come together to do business, built to champion craft, curation and commercial discovery in equal measure.
Notes Dubai is set to be more than a trade floor. The first two days are dedicated to business, connecting distributors, retailers and buyers to the niche fragrance brands and houses exhibiting their unique creations and products. The third day opens to consumers, collectors and enthusiasts to discover the latest launches ahead of general release. Throughout, content sits at the centre of the event, with a conference programme and a powerpacked agenda including leading industry voices and masterclasses led by master perfumers, giving every visitor a reason to engage beyond the exhibition.
“Notes Dubai has been built around the idea that niche perfumery deserves a different kind of platform, one defined not by scale alone, but by curation, discovery and emotional resonance,” said Ravi Ramchandani, Event Director, Notes Dubai. “The GCC has stopped being a market the fragrance world simply sells into. It now shapes it. Brands born here are sold around the world, and international houses want to be in Dubai because this is where East and West meet. Notes Dubai is built to work both ways, a launchpad for regional brands and a route for international ones.”
As the sister event to Notes Shanghai, Asia’s leading niche perfumery platform, Notes Dubai adapts this successful model for the Middle East while reflecting the region’s distinct relationship with scent. The event emphasises relevance, connection, and thoughtful curation over conventional trade show metrics of size and volume. “When we launched Notes Shanghai, our goal was to change how niche perfumery connects with the market by prioritizing artistic integrity over sheer volume. The response in Asia proved the independent fragrance community was waiting for this shift. Expanding this vision to Dubai is a natural evolution. By linking these two dynamic markets, we are creating a global axis that helps independent creators’ cross borders seamlessly.” said Alex Wu, founder of Notes Shanghai.
Ahead of its official launch, Notes Dubai hosted its first industry preview at Terrazza Duomo 21 in Milan during Esxence, in partnership with Paris-based fragrance house Scentologia. The preview brought together international retailers, distributors, perfumers and creators, and coincided with Scentologia’s presentation of Nitro Musk.
Dubai provides a strong setting for the event, with the city widely recognised for its rich fragrance culture and strategic position between East and West. The regional luxury market is valued at $12.8 billion, with fragrance accounting for 49% of total luxury beauty spend, underlining both the cultural importance and commercial strength of the category.
“The GCC’s luxury beauty market presents a compelling commercial case for a dedicated niche fragrance platform,” said Flyn Roberts, Chief Commercial Officer, Messe Frankfurt Middle East. “Fragrance already accounts for 49% of total luxury beauty spend in the region, an exceptional share that speaks to both consumer appetite and market sophistication. These dynamics call for a platform that is purpose-built for the category and able to serve its distinct pace of growth, ambition and opportunity.”
From 21–23 January 2027 at the Dubai Mall Exhibition Centre, Notes Dubai will bring together the global niche fragrance community in one of the world’s most important fragrance markets.
