Fragrance house

Niche Emarati

Niche Emarati is a fragrance brand or collection presented within Lattafa’s brand structure. Its story sits within Lattafa, a family-run business rooted in Emirati heritage and now in its third generation. Established in the United Arab Emirates, Lattafa was founded in the 1980s by Sheikh Shahid Ahmad and Shoaib Iqbal. After working for 13 years in his uncle’s Dubai perfume store, Ahmad decided to introduce a new line of Arabic fragrances. Niche Emarati’s creative identity brings Arabian fragrance heritage into dialogue with modern and Western perfume influences, including an emphasis on oud. Its range is framed around perfumes inspired by history and culture, giving the brand a broad heritage-led profile rather than a single signature scent.