Tarek Fawaz, Creative Director at Lootah Perfumes, approached fragrance not simply as a product, but as an emotional and cultural expression shaped by more than 15 years in the luxury sector. At a UAE-born house with over seven decades of heritage rooted in bukhoor, his work reflected a balance between tradition and contemporary storytelling, translating scent into identity, memory and experience.
Crafting scent with intention
Fawaz said he remained familiar with all fragrance families but rejected a fixed approach to creation. Each composition began with intent, guided by the brief and built with materials that aligned with a specific narrative. He said training the nose was an ongoing discipline, supported by close relationships with leading perfume houses, regular masterclasses, and constant exposure to new raw materials and trends.
Evaluation, he said, required time and technical scrutiny. Longevity, diffusion, and the evolution of top, heart, and base notes were all considered, alongside the harmony of the composition. “Balance is determined by how harmoniously the materials interact, ensuring no single note overwhelms the composition,” he said, adding that clarity and coherence across the wear period were essential.
His creative process followed a clear structure. It began with defining elements such as seasonality, whether a fragrance would be unisex, and its relevance to current trends. From there, a story was formed, followed by the selection of ingredients that would bring that narrative to life. The choice of raw materials, he said, always returned to concept, season and purpose.
Memory, materials and market
Travel played a central role in shaping new ideas. Fawaz said fragrance was deeply tied to memory, with every place and experience leaving an olfactory imprint that could be translated into scent. Among the materials he most enjoyed working with was patchouli, which he described as a defining element within the brand’s identity.
“It’s a versatile base ingredient that provides depth and structure,” he said, noting its ability to support experimentation while maintaining clarity and longevity. He cited its role across multiple compositions, from balancing citrus and rum accords to anchoring smoky, woody profiles and adding warmth to home fragrances.
A fragrance he singled out was Palomino, which he described as versatile and balanced. “It works seamlessly for both men and women, can be layered, and evolves softly on the skin while remaining long-lasting,” he said, adding that its extension into bukhoor reinforced its timeless appeal.
Fawaz said creativity and commercial viability were closely linked, both shaped by market understanding. Consumer expectations, price positioning and category trends informed the framework within which ideas were developed. “It’s about knowing when to push boundaries without necessarily having to reinvent the wheel,” he said.
Reading trends without following all of them
He identified sweet, candy-inspired accords as a current point of interest, describing them as both playful and complex to execute. At the same time, he acknowledged that not every trend translated effectively. Mango, he said, was one example of an ingredient that, while popular, did not always work in refined compositions.
Consumer preferences, he added, continued to evolve, with growing demand for distinctive scent profiles, unisex formats and layered fragrances. Interest in natural ingredients, long-lasting performance and oil-based formats was also shaping development decisions. These insights were drawn from market data, retail performance and direct engagement with audiences.
Understanding regional differences remained central to the brand’s strategy. Fawaz said participation in exhibitions and expansion into markets such as Bahrain allowed the team to observe preferences first-hand. In Oman, he noted, demand for traditional aromatic elements influenced how oud and incense-led compositions were presented.
Looking ahead, he said trend forecasting relied on a combination of industry engagement, consumer insight and cultural awareness. International exhibitions, collaboration with perfumers and suppliers, and close monitoring of lifestyle shifts all contributed to anticipating what might resonate next. “Middle Eastern fragrance brands are becoming increasingly influential and are here to stay,” he said.
