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An interview with Nisha Jose
Editor’s Note: This interview was developed in collaboration with NABEEL PERFUMES GROUP OF COMPANIES. LUXYORA retained editorial responsibility for the questions, presentation and final publication, while the views expressed remain those of the interviewee. No payment was received for this editorial feature.
Mustafa Adam Ali stands at the helm of a global fragrance empire as the Vice Chairman of the Nabeel Perfumes Group of Companies. Carrying forward the visionary legacy established by his father, Founder and Chairman Asghar Adam Ali, Mustafa has infused the organization with attributes of youth, modernity, and ingenuity. Under his leadership, the group has evolved from its traditional roots into a contemporary powerhouse, adding a modern touch to the fragrance world that has made the brand increasingly competitive on a global scale. He is a firm proponent of the company’s bold motto – “Be Daring, Be First, Be Different” -and has been instrumental in ensuring that the brand’s “class-apart” quality is never compromised.
Overseeing a massive operation that includes a 200,000-square-foot automated facility with a capacity to produce 60 million bottles annually, Mustafa has expanded Nabeel’s reach to more than 100 countries across six continents. His strategic oversight extends across a diverse portfolio of homegrown brands, ranging from the heritage-rich Nabeel to the ultra-luxury niche label The Spirit of Dubai, which recently made headlines for crafting the world’s most expensive perfume. By masterfully blending the majesty of the past with a futuristic identity, he continues to navigate the brand through an ever-evolving international market while maintaining its status as the largest incense manufacturer in the Arabian Peninsula.
Our journey began in Yemen in 1969. At that time, my father was part of a family business with his brothers, and the family was mainly involved in general trading. I am now the third generation connected to this business.
My father later decided that the company should become more specialised, and perfume was something he was truly passionate about. That passion led us to focus on fragrances, and step by step, Nabeel grew from its early beginnings into the brand it is today.
Today, we are present in more than 100 countries around the world. We are especially known for our bakhoor and oud creations, but our portfolio has expanded into several categories, including home fragrances, air fresheners, deodorants, sprays, and other fragrance-led products.
I would describe it more as nostalgia than mood. The human mind works in a very interesting way. Our memories are often connected to the five senses, and smell is one of the most powerful among them.
For example, a certain scent may remind you of your grandmother’s house, something she cooked, or a moment from your childhood. That smell can take you back instantly and bring a smile to your face.
At Nabeel, we are always looking for that smile. We want our fragrances to connect people with happy memories, whether from childhood, family, or another meaningful moment in their lives. That emotional connection is very important to us.
The perfume market is certainly crowded today, but it was also competitive when we started. From the beginning, we have always tried to be different in the way we think, create, and present our fragrances.
Of course, we observe trends, as every brand must. But we do not simply follow what everyone else is doing. We interpret trends in our own way and bring our own character into them.
There are always customers looking for something meaningful, something that connects to happiness, memory, and identity. That is where Nabeel has its own space. We offer different interpretations of that emotional experience through our collections.
As you grow and mature, you realise that we cannot take things for granted. We all have a responsibility to leave something better for future generations.
For us, sustainability is not about making one big statement. It is about taking meaningful steps. For example, one of our brands, Chris Adams, previously had packaging that included plastic components. We decided to move away from that and shift towards biodegradable packaging.
I believe that small steps matter. A few steps from me, a few steps from you, and a few steps from the rest of the world can together create real change.
I love oud fragrances. I cannot choose just one because I enjoy oud in many different interpretations. I like floral oud, vanilla oud, and many other styles of oud.
In the Middle East, oud is very special. To explain it simply, oud can be seen as the foundation of a perfume. Just as makeup begins with a foundation before other elements are added, oud gives a fragrance its base, depth, and character.
It brings beautiful sillage and strength to a perfume. It gives the fragrance an engine, something that carries it and makes it memorable.
Be different, pursue your dreams, and of course, please do try Nabeel.
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