Fragrance house

Yara

Yara is presented by Lattafa as a Lattafa Perfumes fragrance rather than as a separately documented independent perfume house. Its parent house, Lattafa, is a family-run business rooted in Emirati heritage and now described as being in its third generation. Founded in the 1980s by Sheikh Shahid Ahmad and Shoaib Iqbal, Lattafa was created around fragrances reflecting Arabian heritage; its history distinguishes an early 1980 conception from the 1992 launch of the Lattafa brand for markets beyond the Middle East. The house’s public identity combines Arabian heritage with modern fragrance design, treating perfume as a form of cultural expression that blends tradition and modernity. The original Yara fragrance launched in 2020 as an amber-vanilla scent for women. Yara Moi followed in 2022 and Yara Tous in 2023, forming a named sequence that retained the original’s sweet, creamy, fruity direction. Coverage of Yara’s repeated appearance on Amazon best-selling lists and its more than 22,000 ratings by January 2024 supports its place as the fragrance most publicly associated with the Yara name.