Ajmal Perfumes Introduces The Untold Stories: A Landmark Collection of Five Exquisite Fragrances launch at Atlantis Royal
Ajmal Perfumes unveils a groundbreaking fragrance collection celebrating the artistry of globally renowned perfumers and redefining the essence of individuality and creativity in perfumery.
Dubai, United Arab Emirates 8th February 2025- Ajmal Perfumes, a brand long synonymous with the mastery of perfumery, unveils The Untold Stories, marking a transformative chapter in its 74-year legacy. This innovative collection showcases five exceptional fragrances, each crafted to embody personal narratives while appealing to a global audience. With The Untold Stories, Ajmal moves beyond tradition, embracing a contemporary ethos that highlights creativity, storytelling, and global collaboration. This is not just a collection of perfumes—it’s an exploration of emotions, memories, and individuality, told through the artistry of scent.
The visionary behind The Untold Stories is Abdulla Ajmal, CEO of Ajmal Perfumes, who sought to revolutionise the creative process in perfumery. Reflecting on the journey, he shares:
“A couple of years ago, I envisioned a project that would put perfumers—the often-unsung heroes—at the forefront. While many brands recognise perfumers, The Untold Stories takes this further by removing all constraints. This project was not about following trends, adhering to budgets, or sticking to predefined briefs. It was about allowing perfumers to create from within, crafting fragrances that reflect their authentic stories. Over 18 months, we meticulously evaluated hundreds of submissions through a blind selection process, ensuring that the final five creations were chosen purely for their artistic and sensory excellence. Untold Stories is more than a collection—it celebrates creativity, individuality, and storytelling.”
Redefining Creativity Through Storytelling
The Untold Stories Collection is built on a revolutionary concept: empowering perfumers with the freedom to express their unique inspirations and life experiences. Ajmal adopted a no-brief approach, allowing five globally renowned perfumers to create without limitations, resulting in a collection that redefines the boundaries of perfumery.
Each fragrance represents a chapter in the narrative of freedom and discovery. Together, the five creations form a sensory journey that resonates with connoisseurs and everyday wearers, offering a perfect balance of artistry and accessibility.
Meet the Perfumers and Their Chapters
- Chapter 1: By Maxime Exler
Inspired by childhood summers in the Mediterranean, this fragrance blends the creamy sweetness of fig pulp with crisp green leaves, evoking nostalgia and a sense of endless curiosity. - Chapter 2: By Dalia Izem
Reflecting Dalia’s Mediterranean and Middle Eastern roots, this creation explores the grounding essence of black tea, infused with smoky and floral notes for a serene yet invigorating experience. - Chapter 3: By Benjamin Bélizon
Inspired by the streets of Shanghai in autumn, this fragrance harmonises the golden aroma of osmanthus blossoms with fruity red notes and creamy sandalwood, embodying adventure and refinement. - Chapter 4: By Nathalie Lorson
Known for her fearless creativity, Nathalie who is a renowned Master Perfumer pairs the indulgent richness of black cherry with smoky leather, crafting a bold and sophisticated fragrance that celebrates strength and sensuality. - Chapter 5: By Coralie Spicher & Fabrice Pellegrin
Inspired by the fluidity and permanence of ink, this fragrance balances metallic sharpness with smoky birch and warm vanilla, reflecting the boundless possibilities of self-expression.
A Meticulous Creative Process
Ajmal’s approach to crafting The Untold Stories was as revolutionary as the collection. The 18-month blind evaluation process ensured that the final five creations were chosen based solely on their artistic merit and sensory appeal. By empowering perfumers to work without predefined briefs, Ajmal challenged conventions, resulting in a collection that bridges artistic authenticity with universal desirability. As one of the most respected names in Middle East perfumery, Ajmal has long been synonymous with craftsmanship and excellence. With The Untold Stories, the brand demonstrates its ability to innovate while staying rooted in its heritage. By presenting this collection with the sophistication of an international launch, Ajmal sets a new benchmark for the region, positioning itself as a global pioneer in creative perfumery.
The Untold Stories invites you to embark on a journey of discovery. Each fragrance reveals a story of adventure, emotion, and individuality. With its bold vision and exceptional artistry, this collection celebrates the limitless potential of perfumery.
About Ajmal Perfumes: Inspired by the glorious Orient, Ajmal began its perfumery journey with the world’s oldest form of fragrances: perfume oils. Over the last 74 years, Ajmal has created a unique niche in the world of perfumery in the Middle East, as producers, manufacturers, retailers and distributors. Ajmal Perfumes offer a plethora of fine western and oriental fragrances and is renowned for its expertise in bringing the most exquisite Oud and Oud-related products. Ajmal’s retail presence spans 350+ exclusive showrooms within the GCC and the world.