No products in the cart.
Ajmal, the Dubai-based fragrance house known for its work with oud, opened its first store in the Western Hemisphere at Westfield London in White City and launched a new UK e-commerce site. The launch introduces more than 75 years of family perfumery heritage to British shoppers and gives the third-generation, family-owned house its first permanent perfume retail foothold in Europe.
The Dubai company traces its origins to 1951, when the late Haji Ajmal Ali founded the company. It has since grown into one of the most recognised names in Middle Eastern perfumery. The house built its reputation on Oud. Its sourcing model is unusual for the scale of the operation: Ajmal cultivates the raw material for perfumes itself, drawing on a plantation of ten million agarwood trees in Assam, in northeast India. Jasmine sambac, jasmine grandiflorum, tuberose, mimosa, lotus, rose, lavender, and chamomile also grow, feeding directly into the perfumes sold under the Ajmal name.
The fragrance brand describes this as a “farm to fragrance” philosophy, and it handles cultivation, research, blending, and production all under one roof. According to the brand, perfumers travel to the Assam plantation each year to work directly with the source material.
The house was also among the earlier perfumers to weave together agarwood oil and natural oriental oils with Western notes. That approach shaped much of its current portfolio, and it sits at the meeting point of two distinct perfumery traditions, Middle Eastern and Western.
The Westfield store, located at Unit 1131 on Ariel Way, has been designed as a space for scent discovery, stocking both fine fragrances and concentrated perfume oils. The retail format gives UK customers a way to experience Ajmal’s oil-based perfumery culture in person.
“The UK represents an important market for Ajmal,” said CEO Abdulla Ajmal, framing the opening as a personal milestone tied to the company’s founding story. He expressed his delight in introducing the brand’s “fine fragrances and perfume oil blends, steeped in a family story of passion and innovation, to this sophisticated perfume market.”
For the UK launch, Ajmal has put together an exclusive collection of five fragrances, moving across its range from tuberose florals to deep oud. Ode Tubéreuse centres on tuberose and jasmine, layered with candied apple, sun-drenched mango, saffron, and pink pepper.
Oud Plaisir opens on mandarin, pear, and blackcurrant. Jasmine, orange flower, and lavender take over next before the fragrance settles into patchouli, amber, musk, and a light touch of vanilla.
Oud Sucré layers plum, pineapple, lime, and hazelnut with a floral heart of orris, jasmine, freesia, and lily of the valley. It rests eventually on sandalwood, myrrh, vanilla, and labdanum. Ajmal describes it as creamy and musky, close to the skin.
Musk Silk Oil is positioned as unisex, opening with pomegranate and strawberry, with peony and lily of the valley. A powdery woody base follows, which the brand markets for both formal occasions and daily wear.
Amber Wood closes out the range with a fruity-spicy opening, a woody heart, and an ambery-woody base. The Eau de Parfum 50ml bottle is priced at £81.15.
Prices for the 100ml eau de toilette start from £137.50, with the full range available in-store and through Ajmal’s UK e-commerce site.
Ajmal’s UK e-commerce store also offers other woody and floral unisex fragrances. Violet Musc, a unisex fragrance, pairs violet and musk. It begins with rose, ylang-ylang, and lily of the valley, then moves into a violet heart before settling into an amber-musk base.
Formulated with concentrated perfume oils for longevity, Thai Wood Eau de Parfum combines precious woods with smoky amber and refined oud. This 100 ml Eau de Parfum costs £106.38.
The fragrance brand’s retail footprint already spans more than 400 exclusive showrooms across the GCC and beyond, with distribution reaching over 70 countries. More than 80 duty-free and travel retail points worldwide carry it. A physical UK store gives Ajmal a base in a market where niche and independent perfumery has been gaining ground among shoppers looking beyond the usual designer fragrance aisle.
UK demand for Middle Eastern and oud-centred perfumery has been building for several years, and this entry brings a house with genuine provenance and decades of blending history into that market.
It now has both a physical store and an e-commerce platform live in the UK. The Westfield London boutique is its first permanent European address and opens the door for further UK expansion.
Stay inspired with exclusive brand features, luxury insights, and the latest in fine fashion and beauty — directly in your inbox.
