Fragrant fortunes: Doha's Teeb Al Hazm plans London debut as Gulf perfumes gain wider appeal

From oud and bukhoor to niche fragrance houses, the Teeb Al Hazm perfume exhibition reflects the Gulf's enduring love of scent as organisers prepare to take the concept to Europe. Across the Gulf, perfume is more than a luxury. Fragrance has long been part of everyday life, hospitality and religious traditions, with oud, bukhoor, musk, rose and amber remaining among the region's most recognisable scents. That culture is showcased twice a year at Teeb Al Hazm in Doha, where perfume houses present everything from traditional oud blends to contemporary fragrances inspired by regional ingredients. Now, organisers say the festival is preparing to take that experience beyond the region with its first European edition in London. Gulf traditions Unlike many perfume exhibitions centred on individual brands, Teeb Al Hazm brings together fragrance houses from around the Middle East, allowing visitors to compare a wide range of styles in one place. While traditional oud remains at the heart of many collections, newer perfume houses are blending regional ingredients with more contemporary fragrance trends. Oud, derived from resin formed naturally in agarwood trees, has been prized throughout the Middle East for centuries. It is often paired with bukhoor – scented woodchips burned in homes and during gatherings – as part of Gulf hospitality and everyday customs. Speaking to Euronews, Al Hazm Mall CEO Mohamed Al-Emady said the growing reputation of Gulf fragrances had encouraged organisers to expand the festival abroad. "The next step is London. It's the first time Teeb Al Hazm will be in Europe. It will be the first edition in London, but we are already in the Gulf. We did in Abu Dhabi, we are going to Riyadh, and the third one will be London." Looking beyond the Gulf The latest edition marked the festival's 13th outing and drew exhibitors and visitors from across the Gulf despite taking place at the beginning of the summer, when many residents traditionally travel abroad. "We never expect to have this number of the traffic, this number of the people. Usually the exhibition will be busy from five, but this one from 10 o'clock morning is busy," Al-Emady said. Among the returning exhibitors was Kuwaiti fragrance house Czar Perfumes, which has become a regular participant at the event. Sales representative Ehab Fouad said Qatar's appreciation for perfume continued to attract brands from across the region. "We come from Kuwait. It's our fourth time to share in this festival. It's a very big event. Qatari people like perfumes. So we have good customers here." Global appeal The Gulf's long-standing perfume traditions are increasingly influencing the wider fragrance industry, according to Al-Emady. "The culture of the GCC with the oud and bukhour. This type of perfumes now become international. Even the international brands, they try to have the fragrance of the Arabian oud and bukhour." That growing international interest is reflected in the increasing visibility of Gulf perfume houses beyond the region, with Arabian fragrance notes now appearing in collections from international brands. If the planned London edition goes ahead, it would introduce a wider audience to a fragrance tradition that has long been part of everyday life across the Gulf.