Asim Al Qassim: The Scent of Emirati Heritage in Luxury Perfumery

Al Qassim is the first perfumer licensed from the Emirati country. He constantly supports his country to uphold its culture, through works that he produces. His thus becomes a story of innovation, deep cultural appreciation, and endless dedication to excellence. It was in 2014, at the age of 34 years, that he created his own brand under the Anfas house. Aspiring that every bottle captures the spirit of U.A.E.’s heritage in capturing more precisely what hospitality is talked about so well. Anfas by Asim Al Qassim is not simply a luxury perfume house but infinitely more—it is an homage to the timeless tradition and values of Arabian culture. Anfas in Arabic means breaths and, in respect to perfumes, itty is synergistic with the essence of life, deeply structured into the rich heritage of the region. Whatever the blend, the touchpoint of care, a celebration of regional notes deemed as the ones that are coveted facets in the olfactory landscape of the Middle East.

Some of the most essential among them include oud, which is a rich woody smell highly valued in Arabian perfumery, and cardamom, which is a warm and spicy note that may get anyone down deep with its appearance in a fragrance. These and many other carefully handpicked ingredients make up perfumes that smell not just beautiful but reflect place, culture, and history. No less striking is the Falcon line or bottle of perfume from Al Qassim. These statuesque vials contain much more than the perfumes; they are the works of art themselves, speaking volumes about the grandeur and finesse Arabian aesthetics are composed of. Each flacon spells out the subtle touch of luxury-feeling assurance and cultural genuineness about the brand.

Al Qassim goes far beyond the world of scent. After all, he is a trained architect, and this indeed arms him with a conspicuous difference in outlook toward perfumery: for him, it is an art that requires balance, structure, and design-in other words, principles that have to be equally applied in architecture. That is how he goes about making his perfumes; every fragrance is crafted to ensure that every note is chosen to bring something to the overall balance and effect of the scent. This opens up his business acumen as well—the architectural studies. Being an entrepreneur, Al Qassim realizes that staying updated with the different markets in which his products find their sales is important. He ensures that Anfas by Asim Al Qassim maintains its high reputation for quality and authenticity at a global level by means of keeping in touch with the new updates regarding requirements, regulations, and practices in every country. This attention to detail in both creation and business strategy has been key to the brand’s success.

Perhaps the biggest milestone in Al Qassim’s career was when he collaborated with the UK’s prestigious Four Seasons hotel. The fact that Anfas by Asim Al Qassim was the chosen main perfume amenity brand to grace that establishment says much about its quality and appeal.

This collaboration would not only expose the brand to a wider global audience but also solidify the connection with prestige and sophistication. So it indicated how well the balance is navigated between hope for international appeal and deep roots in its legacy of cultural heritage since here, the Four Seasons chose Anfas by Asim Al Qassim. Global appeal coupled with authenticity in cultural presentation—that has come to characteristically define Al Qassim’s approach toward perfumery. Like with any other enterprise, Anfas by Asim Al Qassim did not have immunity to the negative influence that resulted from the COVID-19 pandemic. However, the brand sustained minimal impact from the pandemic, attributed to his preparedness and foresight. He credits this to having a well-thought-out crisis recovery plan that assured business continuity at a time when the COVID-19 pandemic was very uncertain. In fact, Al Qassim’s experience underpins the importance of manageability and strategic planning for keeping a luxury brand alive through turbulent times.