Agenda-setting intelligence, analysis and advice for the global fashion community.
Omani fragrance house Amouage generated $200 million in retail sales in the first half of 2025, a year-over-year increase of 60 percent, the company has exclusively shared with The Business of Beauty. In a statement, Amouage chief executive Marco Parsiegla described the number as a “milestone” for the company.
The brand’s hero scent Guidance was the top growth driver, with sales of the collection nearly tripling in the first six months of the year thanks to “high-profile takeovers” and “major artistic recognitions,” according to the earnings announcement. (Guidance perfume and auxiliaries make up 25 percent of the brand’s total production.) Other fast-growing lines included the brand’s $395-a-bottle Odyssey Collection and $550 Exceptional Extraits fragrances.
Growth was in the double digits across geographies, and fastest in the Middle East and Africa at 84 percent. Americas sales grew by 69 percent, followed by Europe at 59 percent. The brand plans to expand its presence in the United States in the second half of 2025.
Sales channels all saw fast growth, with travel retail rising 51 percent and online sales growing 83 percent. Amouage’s own retail channel grew 55 percent. The brand operates 16 standalone boutiques across Oman, the UAE, the US, China and Malaysia, with openings planned in Saudi Arabia later this year.
ADVERTISEMENT
Learn more:
Exclusive: Amouage Is The First Beauty Brand to Join Aura Blockchain Consortium
The luxury fragrance label will begin putting all new products on Aura’s private blockchain, allowing customers to claim a digital certificate of ownership and other perks.
