Fragrance house

NOVO

NOVO is currently presented publicly as Novo Perfumes, a fragrance storefront offering curated collections such as Reine de Saba, Aphorismes by Dominique Ropion, YBRY Paris, In Astra, and Al Jazeera Perfumes. Its visual and editorial identity draws on the Queen of Sheba and Arabian incense imagery. Reine de Saba is the storefront’s principal collection, built around the legendary Kingdom of Saba and its incense routes, with Habib Al-Soweidi identified as its creator. The current presentation also includes Aphorismes by Dominique Ropion, framed as an expression of his personal approach to fine perfumery. More recently, the Al Jazeera collection has been associated with the 2026 FIFA World Cup.