As Ajmal Dubai accelerates its expansion into the United States, the heritage fragrance house is positioning its decades long expertise in oud as both a point of distinction and a gateway to a new generation of consumers. With a vertically integrated model and plans for immersive retail, the brand is entering one of the world’s most competitive fragrance markets with a clear point of view.
RetailBoss spoke with Abdulla Ajmal, Chief Executive Officer of Ajmal Perfumes, a third-generation leader who has been instrumental in shaping the brand’s modern identity while preserving its seven-decade legacy in perfumery. Having worked his way up through the family-owned business and led its global retail and distribution expansion, he is now steering Ajmal Perfumes into its next phase of growth, bringing its farm-to-fragrance approach and oud mastery to a broader international audience.
RetailBoss: With a highly competitive U.S. fragrance landscape, how does Ajmal plan to stand apart, particularly with its expertise in oud and rare raw materials?
Abdulla Ajmal: The U.S. is an evolved market, but it is also a curious one. Consumers are no longer satisfied with just smelling good, they want a point of view. At Ajmal Dubai, oud is not a note we use, it is our DNA. Being known as the King of Oud comes from decades of working with it at the source, understanding it, and shaping it with intent.
As a third generation business, we carry forward a legacy built across the GCC while shaping a future as a global brand. Our approach in the U.S. is not to introduce something complicated, but to make something extraordinary feel effortless. We translate the depth of oud into fragrances that feel modern, refined, and easy to wear. That balance between heritage and relevance is what sets us apart. We are not here to compete on noise, we are here to be remembered.
RetailBoss: Oud is central to your identity. How are you approaching education and adoption among American consumers who may be new to the ingredient?
Abdulla Ajmal: Oud has often been presented in a singular way, intense, bold, and sometimes overwhelming. That is not the full picture.
Our approach is to explore its range. We present oud across a spectrum, from lighter, more accessible interpretations to deeper, more complex compositions. This allows consumers to engage with it at their own pace. Collections like Oud Marquis reflect that versatility, moving from fresher aromatic profiles to warmer, gourmand expressions without losing depth.
Education today is not about instruction, it is about experience. Through sampling, storytelling, and guided discovery, consumers begin to understand how oud evolves and how it can feel both powerful and refined depending on its composition.
RetailBoss: With availability through your U.S. website and platforms like Amazon, how are you balancing accessibility with maintaining a sense of luxury and exclusivity?
Abdulla Ajmal: Accessibility is expected today. The question is how a brand shows up within it.
As a fully integrated farm to fragrance house, we control our process from our oud plantations in Hojai, Assam, through to the finished product. This allows us to maintain quality and consistency while remaining competitive. Wherever consumers encounter Ajmal Dubai, whether through our own platform or partners like Amazon, the brand experience remains intact.
At the same time, we are building layers within the portfolio. Some creations are more widely accessible, while others are limited and more experiential. Luxury is no longer defined by access alone, but by how clearly and consistently a brand expresses itself.
RetailBoss: With plans to open flagship stores in New York and other global cities, what role will physical retail and experiential environments play in your U.S. growth strategy?
Abdulla Ajmal: Fragrance is inherently sensorial. It cannot be fully understood through a screen.
Our flagship stores are designed as immersive environments that bring the world of Ajmal Dubai to life. They will showcase not only our creations but also our archives, our work with ingredients, and the craftsmanship that has shaped the brand over decades.
In the U.S., where consumers value experience as much as product, this becomes essential. Physical retail enables discovery, personalization, and emotional connection, while complementing digital scale. This is where fragrance truly comes alive.
RetailBoss: Ajmal’s expansion into the United States marks a significant moment in your global journey. What does this market represent for the brand at this stage of its evolution?
Abdulla Ajmal: The United States represents both a milestone and a natural next step. It is one of the most evolved fragrance markets, discerning, curious, and open to new perspectives.For Ajmal Dubai, this is an opportunity to engage with consumers who are ready to explore beyond the familiar. We are not just carrying forward our heritage, we are translating it for a global audience. With decades of expertise in oud and a deep connection to our ingredients, we bring a point of view that is both rooted and contemporary.
For Ajmal Dubai, the road ahead in the United States is about inviting a new audience into a world it has spent seven decades building. By leaning into its farm to fragrance model, oud heritage, and upcoming immersive flagships in Indonesia, London, and the US, the brand is not only introducing its expertise to American consumers, it is redefining how they experience oud. As the U.S. fragrance landscape continues to evolve, Ajmal’s focus on storytelling, sensorial retail, and accessible luxury positions it to become a long-term reference point for modern oud-driven perfumery.
