Fragrance house

24

24 is a fragrance brand created by UAE-based ScentStory FZE, founded by Gabriel Chami. It launched in Dubai on 2 June 2009 through a collaboration between ScentStory and Twentieth Century Fox Licensing and Merchandising. Developed in Dubai, the fragrance was initially tied to the UAE market, with a wider Middle East rollout planned. Its identity draws on the television series 24 and its central character, Jack Bauer; the original fragrance and packaging were designed to express that character and the series’ brand values. The original 24 The Fragrance was ScentStory’s first fragrance and established the brand’s narrative link to the television property. It was followed by a broader 24 family that included Gold, Go Dark, Platinum, Oud Edition, Ice Gold and Elixir variants documented between 2010 and 2017.