Unplaced Philosophy, Middle East Ways To Create Perfume

Etalase perfume (Doc. Ajmal Parfumes)

JAKARTA - In the perfume world, the Middle East is known as the birthplace of fragrances. In this area, the aroma is not just a complement to appearance, but part of everyday identity and culture.

From daily to important ceremonies, perfume acts as an emotional bridge and a symbol of spirituality. Interestingly, perfume from this area often knows no gender boundaries.

This was revealed by Syed Zubair, Export Manager of Ajmal Perfumes at the Jakarta X Beauty event which was held at JICK Senayan Jakarta on Thursday, July 3, 2025.

"In our country, people can wear three different perfumes simultaneously. That is the way we find a distinctive fragrance. So, that's the custom we are trying to present in our perfume collection. We are trying to give a unique and distinctive fragrance," said Syed Zubair, from Ajmal Parfumes' official statement.

Perfumes from the Middle East are often mixed with the principle that fragrances are about personal tastes, not about gender.

"If you ask me, fragrance has no gender. Perfume is for you and me. You'd be very surprised that I'm also wearing a woman's perfume, but no one can say I'm wearing a female fragrance," said Syed.

According to him, the classification of perfume 'for men' or 'for women' is more related to marketing strategies than real needs.

"The reason why we have the fragrance of women and men, frankly, is basically to provide market segmentation and sell more," he added.

More than that, the East philosophy of mixing perfume is also very different compared to Western views.

"In the East, perfume is always used to be fragrant. In the West, they use fragrances to cover up unpleasant odors. You understand? This is the difference," explained Syed.

In creating its products, this fragrance development team chooses to form a perfume persona rather than limiting who should use it.

"We're not trying to define customer persona. We're trying to define perfume persona, so that people can come and connect, and they find something they love in the product," said Syed.

The fragrance composition presented is also full of characters. One of the mainstay variants such as Song of Oud comes with a combination of woody aroma, floral, and spicy notes that are brave but still elegant. Designed to be used both day and night, this perfume gives a bold and refined impression. This is a distinctive reflection of Middle Eastern perfume that is not easy to forget.

In addition, new collections such as Panerai Oud, Raindropstense, Love Addict, and Magnolia Dreams strengthen the existence of an Eastern style combined with modern sensitivities. The four are designed to touch today's market tastes, without leaving rich aromatic heritage roots.

"In the end, you want to smell good and feel happy. This is the main principle of perfume. Perfume not only makes you fragrant, but also makes you feel happy. And if you feel happy, your confidence level is high." added Syed.

The presence of a collection of perfumes from the Middle East at a large beauty exhibition in Jakarta is a rare opportunity for aroma lovers to understand a philosophy rich in meaning. Not only selling products, this experience brings visitors closer to the art of concocting aromas, the long history of fragrances, and the spirit of the East which is still maintained in every drop of perfume.