NOTES DUBAI 2027:
WHAT’S IN STORE FOR ITS FIRST-EVER EDITION?

A New Stage for Niche

Notes Dubai will make its debut at the Dubai Mall Exhibition Centre. The new show is organised by Messe Frankfurt Middle East, the team behind Beautyworld Dubai, together with Notes Shanghai, its sister chapter and Asia’s leading niche perfumery platform.

So how does it differ from Beautyworld Dubai? While Beautyworld spans the wider beauty industry, Notes Dubai zooms in on fragrance, with a dedicated focus on niche, independent, and artistic perfumery. Like Notes Shanghai, it is designed on a more curated scale, bringing regional and international perfume houses together in one dedicated setting.

And where better to do so than Dubai? The city already has a thriving perfume scene, but, as Event Director Ravi Ramchandani points out, it has never had a niche fragrance show of its own.

“Dubai has the consumers, the houses, the retail, and the taste of one of the world’s great fragrance cities, but never a niche perfumery show to call its own, until now,” he explains. “Regional brands have long competed on the world stage; what they haven’t had is a platform of that same calibre on home ground. For international houses, Notes Dubai opens the door to one of the highest-spending beauty markets anywhere, and an audience as fragrance-literate as any in the world.”

And Then Came Overdrive

The Cannes event also offered a first taste of the Notes Dubai line-up. Paradis Des Sens is among the fragrance houses joining the inaugural edition in January and used the evening to introduce The Overdrive Collection through two new fragrances: Valhalla Extreme and Felicity Extreme.

Both are extrait interpretations of existing Paradis Des Sens scents, but The Overdrive Collection is not simply about making them stronger. Instead, the house revisited the elements that make each perfume recognisable and pushed them further.

“The Overdrive Collection began with a simple question: how far can a fragrance be pushed before it becomes something entirely different?” says Wasem Al Ghazi, Co-Founder of Paradis Des Sens. “With Valhalla Extreme and Felicity Extreme, we explored that threshold by intensifying the elements that define each scent and giving them more depth, texture, and impact. The idea was not to replace the originals, but to reinterpret their energy in a more concentrated and expressive form.”