Fragrance house

Lataffa

Lattafa was founded in the United Arab Emirates in the 1980s by Sheikh Shahid Ahmad and Shoaib Iqbal. Its founders set out to develop Arabic fragrances for a market then strongly oriented toward French perfumery, and the brand’s international launch is dated to 1992. Today, Lattafa is a third-generation, family-run business rooted in Emirati heritage, with an identity that combines Arabian fragrance traditions and modern perfumery for both Oriental and Western preferences. The brand evolved from a local UAE initiative into an international fragrance house while retaining Arabian cultural expression. Yara provides a prominent fragrance-legacy example: it repeatedly appeared among Amazon’s best-selling fragrances and was described as the best-selling Arabic women’s perfume there at the time of publication. Social-media coverage helped make Yara an Amazon bestseller, and it was identified as Lattafa’s most popular fragrance on TikTok in 2025.