Fragrance house

24 The Fragrance

24 The Fragrance was created through ScentStory FZE, a UAE company founded by Gabriel Chami, after Chami proposed a scent inspired by the television series 24 to Twentieth Century Fox. The original fragrance was developed through a collaboration between ScentStory and Twentieth Century Fox Licensing and Merchandising, linking the brand directly to the television property. It launched in Dubai on 2 June 2009 under the patronage of the Dubai Chamber of Commerce as the first selective fragrance designed and developed in Dubai. Its initial creative identity centered on Jack Bauer, with the scent and packaging built around the character’s self-assured, tough, urban persona. The original 24 fragrance established the line’s central concept. The range includes releases such as 24 Gold, 24 Platinum, 24 Go Dark, Oud Edition, Live Another Day, and the Elixir collection, which included Gold, Platinum, Ambrosia, Azur, Neroli, Rise of the Superb, and Sea of Tranquility between 2015 and 2019.