Amouage to Remain Independent Despite L’Oréal’s Minority Stake, Says Sayyid Khalid

Muscat, Oman – Luxury fragrance house Amouage will continue to operate as an independent Omani brand, preserving its heritage, craftsmanship, and creative freedom despite L’Oréal’s recent minority stake acquisition, according to Sayyid Khalid bin Hamad Al Busaidi, Chairman of Sabco Group, Amouage’s parent company.

Amouage’s Global Growth and Vision

L’Oréal’s investment is expected to accelerate Amouage’s global expansion while staying true to its artisanal roots. Sayyid Khalid emphasized that this move aligns with Oman Vision 2040, fostering economic diversification by enhancing local production, increasing exports, and creating new job opportunities.

“Amouage is a House born in Oman, inspired by its rich culture and natural treasures. Its success proves that authentic craftsmanship can resonate globally without compromising identity,” he stated.

Exceptional Performance in 2024

Amouage achieved over 30% growth in 2024, with retail sales surpassing $260 million—an expansion 2.5 times faster than the global fragrance market. The Guidance Franchise alone grew by 140%, solidifying its status as a rising icon in luxury perfumery, while the Exceptional Extraits collection expanded by 116%, now accounting for 17% of total sales.

The brand’s latest launch, The Essences, introduced a groundbreaking double infusion technique that resulted in unprecedented demand, reinforcing Amouage’s reputation for high-precision perfumery.

Commitment to Craftsmanship and Sustainability

Amouage’s fragrances are meticulously handcrafted at its Muscat Manufacture, where the brand prioritizes quality over mass production. To support growing demand, Amouage has expanded its facilities and artisan training programs, ensuring excellence remains at the core of its production process.

Sustainability remains a key focus, highlighted by initiatives like the ‘Wadi Dawkah Sponsor a Tree’ program, aimed at preserving Frankincense trees in Oman’s UNESCO-listed Wadi Dawkah. Additionally, Amouage is preparing to launch a state-of-the-art Frankincense Manufacture and Visitor’s Centre, set to open within two years, promoting transparency and ethical ingredient sourcing.

Expanding Global Presence

With over 1,000 points of sale and 17 boutiques worldwide, Amouage continues to strengthen its presence in key international markets. In 2024, the brand’s retail footprint expanded with new boutiques in Shanghai, Guangzhou, SoHo, and American Dream, while boutique sales grew by 31%.

Online sales through Amouage.com surged by 54%, reflecting growing demand for the brand’s luxury offerings. In Oman, renovations at City Centre Muscat and Suhar, as well as the launch of a Petite Boutique at the Mandarin Oriental, Muscat, further reinforced its commitment to delivering exclusive in-person experiences.

Recognition and Future Expansion

Amouage’s influence in the fragrance industry continues to rise, with a 40% increase in organic reach and 51% boost in engagement. In 2024, the brand secured seven international perfumery awards, including the prestigious Fragrance Foundation France Award for Guidance.

The company’s dedication to artistic innovation was also reflected in its exclusive fragrance, Muscat – Venice, created for the Venice Biennale, celebrating the deep cultural ties between Oman and Italy.

Looking ahead, Amouage plans to expand its Muscat headquarters and manufacturing facilities in 2025. Several flagship boutiques will also open in Rome, Riyadh, and Singapore, enhancing its luxury retail experience globally.

A Strategic Yet Independent Future

Despite L’Oréal’s minority stake, Amouage remains firmly Omani-owned and independently operated. The investment represents the first of its kind in Oman’s fragrance and beauty sector by a major global player, underscoring Amouage’s status as a leader in High Perfumery.

As the brand embarks on its next chapter, Amouage continues to honor its roots—blending heritage with innovation, excellence with authenticity, and local craftsmanship with global ambition.

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