Fragrance house

Anfasic

Anfasic was brought to life in 2005 by Mohamed Hilal, with Olimpia Mascolo as co-founder; their collaboration joined Hilal’s Arabian-perfumery work with Mascolo’s Italian and French perfumery experience. The name refers to “breathing incense,” reflecting an original concept centered on dokhoon, or burning fragrance, rather than perfume alone. The brand’s public identity translates Arabian incense and perfumery heritage into a contemporary visual and olfactory language, including an early minimalist purple kiosk and packaging. Its signature creative vocabulary is “Shay,” a founder-developed concept for a modern, cross-cultural interpretation of Arabian fragrance traditions. Anfasic operates within the Mohamed Hilal Group, which identifies Anfasic Dokhoon as one of its retail fragrance brands. Mascolo’s work also shaped the brand through sustainable oud initiatives, including cultivated agarwood and reforestation activity linked to the Aquilaria project in Vietnam. Shay Oud combines honey, luban or frankincense, and agarwood; it was Anfasic Dokhoon’s number-one-selling scent in the UAE and was shortlisted for Cult Classic of the Decade at Beautyworld Middle East 2022.