Eurofragance: Thanks to its rich aromatic heritage, the Saudi perfume market is one of the most vibrant in the world

As the global fragrance market continues to flourish, Eurofragance is solidifying its position as a key player in the region—particularly in the Gulf countries and Saudi Arabia, which have become strategic pillars in its expansion plans.

In an interview with Al Riyadh Daily, Antoine de Riedmatten, Chief Fine Fragrance & General Manager IMEA at Eurofragance, shares insights into the company's journey and its growing footprint in the Gulf region—especially Saudi Arabia, which has become a strategic pillar in Eurofragance's expansion plans.

The Emergence and Growth of Eurofragance

Eurofragance was founded in 1990 in Barcelona as a family-owned fragrance house. Today, it is a global company present on five continents, with five creative centers, three production sites, and a team of nearly 600 professionals from more than 30 nationalities. In 2024, the company achieved record sales of €180 million, a 27% increase from the previous year, reflecting its strong innovation strategy and responsiveness to market trends.

Eurofragance's Strategic Focus on Saudi Arabia

Saudi Arabia holds a pivotal role in Eurofragance's global strategy. The Kingdom's rich olfactive heritage, combined with its rapidly evolving retail landscape, makes it one of the most dynamic fragrance markets in the world. Eurofragance strategically blends regional traditions with refined French and modern perfumery, appealing to both established tastes and a younger, trend-conscious audience.

The company has significantly expanded its presence in Saudi Arabia by co-creating tailored scents in collaboration with local brands and partners. This growth is supported by its regional expertise and the Creative Center in Dubai, which serves IMEA markets. Looking ahead, Eurofragance plans to establish further infrastructure and innovation capabilities in Saudi Arabia by 2026. The company's approach centers on long-term partnerships, nurturing local talent, and delivering emotionally resonant, olfactive experiences.

Preferred Fragrances in the Saudi Market

In the Saudi market, Fine Fragrance is the most in-demand category. Consumers continue to favor high-concentration perfumes featuring oriental, oud, woody, amber, and musk notes. At the same time, there is a growing interest in modern gourmand creations with fruity, coffee, and chocolate notes. Successful fragrance launches often result from close co-creation with Saudi partners, ensuring that each scent reflects regional values, rituals, and aesthetics. Eurofragance's strength lies in its ability to balance heritage with contemporary appeal, delivering fragrances that feel both authentic and aspirational.

Eurofragance's Unique Differentiators

What truly sets Eurofragance apart, de Riedmatten explains, is its unique blend of creativity, agility, and innovation. The company is among the few fragrance houses to develop proprietary ingredients, such as L’Âme du Bois™ and Euphorion™, offering exclusive olfactive signatures. Sustainability is deeply embedded in its operations, with initiatives including the ICON program (featuring upcycled ingredients), alcohol-free formulations, and circular economy practices. A strong customer-centric approach, characterized by close collaboration, swift response times, and profound regional scent knowledge, enhances Eurofragance's dynamic reputation. The Dubai Creative Center plays a key role in driving innovation and supporting co-creation with Gulf partners.

Factors Behind the 2024 Sales Surge

Several factors fueled the impressive 27% sales growth in 2024. The Fine Fragrance category alone rose by 28%, while Home and Personal Care saw a 20% increase. The IMEA region, particularly Saudi Arabia, was a major contributor. Strategic expansions such as the opening of a Creative Center in Mumbai and the strengthening of Dubai operations allowed for faster innovation cycles and tighter market alignment. New patented ingredients, such as Euphorion™, breakthroughs in encapsulation technologies, and strong client partnerships, all played essential roles in this success, reflecting a disciplined strategy rooted in innovation, customer focus, and regional adaptability.

Achieving Platinum EcoVadis Rating

Eurofragance's commitment to excellence is also evident in its achievements in sustainability. The company earned the prestigious Platinum rating from EcoVadis, placing it among the top 1% of companies globally. This recognition is the result of strong performance across environmental, ethical, labor, and sustainable procurement areas. Since first participating in EcoVadis assessments in 2019, Eurofragance has adopted a robust ESG strategy centered on four key pillars: safety, ethics, community, and responsible resource use. Its initiatives include reducing emissions and waste, promoting diversity, and supporting health-related collaborations, such as a dermo-cosmetic solution for trimethylaminuria developed with Hospital Sant Joan de Déu and MartiDerm.

Eurofragance's Long-Term Vision

Looking to the future, de Riedmatten says, Eurofragance aspires to become a global benchmark in innovative, sustainable, and emotionally resonant perfumery. The company is investing in its people, growing its workforce by 15% in 2024, as well as in talent development, R&D, and infrastructure. Its vision includes strengthening its footprint in high-potential markets through local partnerships and culturally relevant innovation. With a focus on biodegradable formulations, ethical sourcing, and sustainable technologies, Eurofragance combines business growth with environmental responsibility. At its core, the company believes in the power of fragrance to tell stories and inspire.