Fragrance house

Assaf

Assaf is a Saudi fragrance brand that combines Saudi origins with an Arab identity, expressed through collaborations with international perfumers and designers. Its founder’s story began in 1988 amid experiences associated with the Najd desert, wild horses, and oud. The perfume venture began in 2021, when Assaf launched Enable, Arooqet, and Wild Colt, linking horse imagery with incense and oud. The brand commissions exclusive fragrance creations and participates in their development from concept and composition through design and packaging. Wild Colt remains an early signature of this direction, connecting Assaf’s desert-horse imagery with Najdi oud and incense. Assaf later received regional recognition in Beautyworld Middle East rankings, placing first among Saudi perfume houses and second across the Middle East. In 2026, the Arrogate collection added Glitch, created by Quentin Bisch and Louise Turner.