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With a new home on Southall Broadway, a family-led story and extrait fragrances designed to make an impression, Amanzada Perfumes is bringing the expressive scent culture of Dubai to London.
On The Broadway in Southall, where jewellery, fashion, food and beauty traditions from across the world meet, a new fragrance story is beginning to unfold.
Amanzada Perfumes, a Dubai-born and family-run fragrance house, has established its UK store at 48 The Broadway, Southall UB1 1QB. The address gives London customers a physical place to experience the brand’s concentrated perfume oils, fragrance impressions and original Signature Collection.
For a company shaped by Dubai’s rich perfume culture, Southall feels like a natural London home. The area’s diverse community is already familiar with expressive fragrances built around oud, rose, saffron, amber, musk and warm woods. Yet Amanzada is not relying on tradition alone. Its range also includes playful gourmands, fresh green scents and contemporary compositions intended for customers who see perfume as an extension of personal style.
In a fragrance market where shoppers are increasingly looking beyond traditional department-store counters, Amanzada’s arrival offers another way to explore scent- one that feels bold, personal and relatively approachable.
Amanzada Perfumes is led by three brothers, each responsible for a different part of the business.
Haseeb Amanzada is the company’s founder and chief executive officer. Saleem Amanzada serves as co-founder and chief operating officer, while Rashid Amanzada leads its marketing and brand direction.
Together, they oversee fragrance development, business operations and the visual identity of the company. It is a structure that gives Amanzada a more personal character than the polished anonymity associated with many larger perfume businesses.
The brand says its fragrance journey is supported by 13 years of experience in perfumery. That knowledge is most clearly expressed through its Signature Collection, where Amanzada moves beyond familiar fragrance references and presents perfumes under names of its own.
According to the company, an individual Signature fragrance can take as long as six months to develop. The process is intended to refine not only the initial impression of a perfume, but also the way it develops over several hours, moving from brighter opening notes into its floral, woody, leathery or amber-rich base.
Each Signature fragrance is produced as a 50ml extrait de parfum, a format associated with a higher concentration of fragrance oils than conventional eau de parfum or eau de toilette.
Amanzada places particular emphasis on performance. The brand says its Signature extraits can remain detectable on clothing for up to 72 hours and can project for up to 24 hours. As with any perfume, actual longevity will depend on factors including skin type, fabric, application, temperature and environment, but the claim makes the collection’s intention clear: these are not fragrances designed to disappear quietly.
That sense of presence may help explain the appeal of Amanzada’s products among customers drawn to Dubai and Middle Eastern styles of perfumery. These traditions frequently favour richness, layering and longevity, with scent intended to become part of the wearer’s identity rather than a barely perceptible finishing touch.
In London, where fragrance enthusiasts are becoming more confident about wearing oud, leather, saffron and intense gourmand notes, Amanzada’s timing feels relevant.
The Signature Collection is the clearest expression of Amanzada’s own creative personality. Each perfume is given a distinct mood, moving between dark florals, smooth oud, fresh greenery, playful cherry and smoky leather.
Back To Black opens with a luxurious mixture of saffron, litchi and raspberry before moving into a richer rose-led heart.
The opening feels fruity and sweet, but the fragrance gradually takes on a darker floral character. Rose adds depth, while saffron brings warmth and a slightly leathery edge. It is designed to be noticeable, making it particularly suited to evening wear or occasions when a quieter fragrance may not feel quite enough.
Amanzada describes its personality simply as “sweet and strong”, an accurate summary of a scent that balances ripe fruit with a more dramatic floral finish.
Back To Black Oud takes the original idea into deeper Middle Eastern territory.
Here, smooth oud is combined with saffron and juicy litchi. The sweetness keeps the composition approachable, while the oud gives it weight and a darker, more resonant foundation.
It is strong without being presented as entirely severe. The fruit softens the woods, and the saffron provides a warm bridge between the two. For customers curious about oud but looking for something with a touch of sweetness, Back To Black Oud offers an accessible introduction.
Cannabis moves in a completely different direction.
Built around fresh green notes and woody undertones, it is described as clean, bold and unconventional. Rather than leaning into sweetness or traditional florals, the scent evokes crushed leaves, herbs and cool woods.
Its name may sound provocative, but the perfume’s identity is more botanical than rebellious. The fresh character remains present throughout the wear, giving Cannabis an energetic quality that distinguishes it from the collection’s heavier oud and leather compositions.
It is a fragrance for somebody who wants freshness but finds conventional citrus or aquatic perfumes too predictable.
CherryLove is the collection’s playful gourmand.
Sweet cherry is blended with creamy almond and touched with citrus freshness. The almond gives the fruit a smooth, almost dessert-like quality, while the citrus prevents the fragrance from becoming overly heavy.
The result is bright, sweet and easy to wear. It has an immediately likeable personality, but the contrast between juicy fruit and creamy almond gives it enough character to feel more considered than a straightforward sugary perfume.
For London shoppers drawn to the continuing popularity of cherry fragrances, CherryLove may be one of Amanzada’s most instantly familiar offerings.
Heavenly Oud combines smoky oud with smooth leather and a soft sweetness in the background.
It is deep and luxurious, but the sweetness keeps the leather and oud from feeling too sharp. The composition is aimed at customers who enjoy powerful fragrances but still want elegance and balance.
There is a dressed-up quality to Heavenly Oud: polished leather, warm woods and a smoky trail that feels particularly suited to evening wear and colder weather.
Among the collection, it is perhaps the clearest expression of the brand’s Dubai heritage: rich, lingering and unapologetically present.
Beyond the Signature Collection, Amanzada offers a substantial catalogue of fragrance impressions. These are independently created perfumes developed around scent profiles associated with recognised designer and niche fragrances.
They are not presented as products manufactured or endorsed by the luxury houses referenced in their descriptions. Instead, the familiar names help customers understand the type of fragrance being interpreted.
This approach can make perfume shopping less intimidating. A customer may begin with a scent family they already know- perhaps citrus and woods, rose and oud, or vanilla and amber- before exploring something unexpected.
Amanzada also organises products across Standard, Premium and Exclusive categories, while concentrated perfume oils offer an alternative to spray fragrances. Oils can be worn alone or layered, allowing customers to adjust the depth and character of a scent.
Amanzada is entering a competitive UK fragrance market, and lasting recognition will depend on more than performance claims or a large catalogue. Customers will need to connect with the fragrances themselves and remember Amanzada as a creative identity in its own right.
Its Southall store gives the company an important advantage: perfume can be experienced in person.
A fragrance changes once it touches the skin. Bright notes soften, woods become warmer and hidden florals or spices begin to appear. That development cannot be fully understood through a product description or social-media video.
At 48 The Broadway, customers can test, compare and discuss the collection before deciding which scent feels most like their own.
Amanzada may have been shaped in Dubai, but its London chapter is now being written in Southall through bold extraits, family ambition and the simple pleasure of finding a perfume that stays in the memory long after its wearer has left the room.
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