“The Art of First Impressions” challenges the notion that price defines quality. At Beautyworld Middle East 2025, ARMAF, under the prestigious House of Armaf, hosted an immersive live session titled “The Art of First Impressions” — exploring how perception, emotion, and scent combine to shape our understanding of true luxury. Moderated by Nayana Tharoor, Global… Continue reading ARMAF Redefines Luxury Perception at Beautyworld Middle East 2025

THE FUTURE OF FRAGRANCE EXPERIENCES BEGINS HERE Following the unforgettable launch of Armaf Club de Nuit Bling under the stars at Ain Dubai, Armaf continues to set new benchmarks in storytelling and spectacle at Beautyworld Middle East 2025. At Zabeel Hall 6, Stand C25, the world’s most dynamic fragrance brand unveiled its boldest statement yet… Continue reading ARMAF UNVEILS “A SPACE BETWEEN TIME” AT BEAUTYWORLD MIDDLE EAST 2025