Fragrance house

Maison de l'Avenir

Maison de l’Avenir is a fragrance brand identified with the United Arab Emirates and founded in 2024 by Sunit Sheth. Its history is linked to a three-generation family fragrance heritage tracing back to 1974: Sheth’s grandfather traded oud oils and attars, while his father established early operations in the United Kingdom. Sheth is the family’s third-generation perfumer and returned to the business after working at Unilever and Tesco.com. The brand combines traditional perfumery with AI-assisted fragrance development and personalized scent discovery. Its olfactory approach brings Eastern references such as oud, amber, sandalwood, and musk into dialogue with Western, particularly French, perfumery traditions. The fragrances listed for Maison de l’Avenir are recorded as launches from 2024, marking the brand’s initial documented collection.