Lattafa: history, bestsellers and everything about the brand behind Khamrah and Yara
Lattafa is currently one of the best-known Arabic perfume brands in the world. The family business from the United Arab Emirates grew big with affordable, powerful eau de parfums such as Khamrah, Yara and Asad. These fragrances have been doing the rounds on social media for years, and Lattafa is a household name in the Netherlands and Belgium too. At Arabmusk, Lattafa is the brand with the largest range. In this article you will learn where Lattafa comes from, which brands belong to the Lattafa family, who the fragrances are made for and which Lattafa perfumes are the most popular.
Lattafa at a glance
| Origin | United Arab Emirates (Dubai) |
| Founded | 1980s; Fragrantica mentions 1980, with an official launch of the brand in 1992 |
| Founder | Sheikh Shahid Ahmad, together with Shoaib Iqbal |
| Company | Lattafa Perfumes Industries L.L.C. |
| Sister brands | Lattafa Pride, Maison Alhambra, Asdaaf, Rave, Vurv and Niche Emarati |
| Known for | Khamrah, Yara, Asad, Bade’e al Oud, Fakhar and Qaed al Fursan |
| Style | Modern oriental fragrances: gourmand, amber, oud and musk, often with a Western, sweet or fresh accent |
| Price range | Affordable; Lattafa Pride is the more expensive line |
| Popular in | Gulf states, Europe, North America, Africa and Asia; according to the brand sold in more than 120 countries |
| At Arabmusk | All Lattafa products |
The history of Lattafa
Lattafa started as a small business in the Emirates. Sources do not agree on the exact starting year. Fragrantica gives 1980 as the founding year and 1992 as the year the brand was officially launched. Lattafa’s North American web shop speaks of ‘the 1980s’. In 2021, Gulf News wrote that the company had been active for ‘more than three decades’.
Sheikh Shahid Ahmad is named as the founder, with Shoaib Iqbal as co-founder. According to Gulf News, after arriving in Dubai Shahid Ahmad first worked for years in his uncle’s perfume shop before starting his own line of Arabic fragrances. According to the same article, Shoaib Iqbal heads the research and development department.
Lattafa is still a family business. The brand says it is now in its third generation, has more than 3,000 employees and makes more than 2,000 products, from affordable fragrances to luxury. According to the company, it keeps development, design and production in its own hands. The real breakthrough in Europe came in recent years, when fragrances such as Khamrah, Yara and Asad went viral on TikTok and Instagram.
Where does Lattafa come from?
Lattafa is a brand from the United Arab Emirates. It presents itself as a perfume house from Dubai; in 2021 Gulf News mentioned a head office in neighbouring Sharjah. According to the brand, the name refers to latif and lateefa: kindness and pleasantness.
You can smell that Emirati background. Lattafa works a lot with classic oriental building blocks such as oud, amber, saffron, rose and musk. At the same time, the brand makes many modern fragrances with vanilla, praline, fruit and fresh citrus. It is precisely this mix that makes Lattafa accessible to people who have never worn an Arabic perfume before.
Parent company and sister brands
Behind Lattafa is the company Lattafa Perfumes Industries L.L.C. In addition to the main brand, this company owns several other brands and lines, each with its own character:
- Lattafa Pride: the premium line in striking bottles. Lattafa itself calls it the founder’s signature line. Read more in our article about Lattafa Pride.
- Maison Alhambra: a large brand with fragrances in a modern, Western style. Read more about Maison Alhambra.
- Asdaaf: a smaller brand with affordable, mostly oriental fragrances. Read more about Asdaaf.
- Rave: a compact brand with modern fragrances, known for the Now range. Read more about Rave.
- Vurv: a brand with a Western profile that Fragrantica lists under Lattafa Perfumes Industries. Read more about Vurv.
- Niche Emarati: a line with artistic bottles that Lattafa lists as a brand on its own website. Read more about Niche Emarati Perfumes.
The official Lattafa website lists Lattafa Pride and Niche Emarati as brands. Maison Alhambra, Asdaaf, Rave and Vurv are listed in the Fragrantica database under the same company, Lattafa Perfumes Industries. You can find all brands of the family together in the Lattafa Brands collection.
Where is Lattafa popular?
Lattafa has traditionally been strong in the Gulf states and the rest of the Middle East. According to the brand, its fragrances are now sold in more than 120 countries. There is a dedicated web shop for North America, and in Europe Lattafa fragrances are increasingly sold by large (online) perfumeries. The Spanish magazine Marie Claire called Lattafa ‘the most viral Arabic perfume brand’ in Spain.
In the Netherlands and Belgium, Lattafa has grown strongly in recent years, especially among young people who discover new fragrances through social media. At Arabmusk, Lattafa is the brand with the most products. Khamrah and Yara are our best-selling Lattafa fragrances.
Who is Lattafa for?
- Anyone looking for a powerful fragrance at a friendly price. Lattafa is known for eau de parfums that last long and project well.
- Lovers of sweet and gourmand scents. Khamrah, Eclaire and the Yara family revolve around vanilla, praline, caramel and fruit.
- Anyone who wants to get to know oriental fragrances. Bade’e al Oud and Asad feature oud, saffron and spices, but are easy to wear.
- Young people and students who discovered a fragrance on TikTok or Instagram and want to try it themselves.
- Gift buyers. Lattafa has luxurious-looking bottles as well as ready-made gift sets.
Lattafa makes fragrances for women, men and many unisex fragrances. In practice, some of the unisex fragrances are mainly worn by one group.
The most popular Lattafa perfumes
These are the Lattafa fragrances that are bought most often at Arabmusk.
1. Lattafa Khamrah
Lattafa Khamrah eau de parfum
Warm, sweet and spicy: cinnamon and nutmeg in the opening, date and praline in the heart and a base of vanilla, tonka and benzoin. Unisex and ideal for colder days. There are now several variants, such as Khamrah Qahwa with coffee and cardamom, and Khamrah Dukhan. Also read all Khamrah perfumes compared.
2. Lattafa Yara
Lattafa Yara eau de parfum
Soft and creamy, for women: mandarin, heliotrope and orchid with fruity and gourmand notes on a base of vanilla, musk and sandalwood. The Yara family also includes Yara Moi, Yara Tous and Yara Candy. Also read all Yara perfumes compared.
3. Lattafa Eclaire
Lattafa Eclaire eau de parfum
A sweet, powdery gourmand: caramel, sugar and milk, with white flowers and honey on a base of vanilla, praline and musk. Unisex, but especially loved by fans of dessert fragrances.
4. Lattafa Fakhar
Lattafa Fakhar Women eau de parfum
Floral and elegant: orange blossom, tuberose and jasmine on a base of vetiver and patchouli. The men’s version Fakhar Black is fresh and aromatic, with apple, ginger, lavender, sage and cedarwood.
5. Lattafa Qaed al Fursan Unlimited
Lattafa Qaed al Fursan Unlimited eau de parfum
Fruity and soft: bergamot and pineapple, followed by jasmine, rose and a hint of pepper on a base of vanilla, amber and oakmoss. Unisex. The original, Qaed al Fursan, is also available.
6. Lattafa Asad
Lattafa Asad eau de parfum
Spicy and warm, for men: black pepper, pineapple and tobacco, then coffee, iris and patchouli on a base of amber, vanilla and labdanum. There are also variants, such as Asad Elixir, Asad Zanzibar and Asad Bourboun.
Other popular Lattafa fragrances are Bade’e al Oud Amethyst, Opulent Musk, Mayar, Ana Abiyedh and Teriaq.
Overview: which Lattafa suits you?
| Fragrance | Character | Notable notes |
|---|---|---|
| Khamrah | Sweet, spicy | Cinnamon, date, praline |
| Yara | Creamy, floral | Heliotrope, orchid, vanilla |
| Eclaire | Gourmand, powdery | Caramel, milk, honey |
| Fakhar Women | Floral | Orange blossom, tuberose, jasmine |
| Fakhar Black | Fresh, aromatic | Apple, lavender, cedarwood |
| Qaed al Fursan Unlimited | Fruity, soft | Pineapple, jasmine, vanilla |
| Asad | Spicy, warm | Black pepper, tobacco, amber |
| Bade’e al Oud | Woody, oriental | Saffron, oud, patchouli |
Prefer to choose by fragrance family? Take a look at our Lattafa fragrance guide.
Lattafa at Arabmusk
At Arabmusk you will find a large part of the Lattafa range:
- Lattafa eau de parfums: all perfume sprays in one place.
- Lattafa perfume for women and Lattafa perfume for men.
- Lattafa Top 25 and Lattafa Top 15: the bestsellers together.
- Lattafa sample sets: try several fragrances before choosing a full bottle.
- Gift sets, such as Queen of Arabia and King of Arabia.
- Deodorants and air fresheners, such as the Khamrah deodorant and the Yara air freshener.
- Perfumes from all Lattafa brands and all products from the Lattafa family.
- All Lattafa products.
Tips for wearing Lattafa
- Start carefully. Many Lattafa fragrances are powerful. Two to four sprays are usually enough.
- Choose by season. Sweet and spicy fragrances such as Khamrah and Asad are at their best in autumn and winter. Fakhar Black and Yara Tous are lighter and suit warm weather well.
- Combine with the same line. A Lattafa deodorant or body mist in the same scent makes the whole fuller.
- Test with a sample first. If you are torn between several fragrances, choose a sample set.
How a fragrance smells and how long it lasts differs from skin to skin.
Frequently asked questions about Lattafa
Where does Lattafa come from?
Lattafa comes from the United Arab Emirates and presents itself as a perfume house from Dubai. The company behind the brand is called Lattafa Perfumes Industries L.L.C.
Is Lattafa a good brand?
Lattafa is loved for its strong fragrances at a friendly price, and the brand says it keeps the entire production in its own hands. Whether a fragrance suits you remains personal. A sample is a good way to find out.
What is the best-known Lattafa fragrance?
Khamrah is one of the best known worldwide. At Arabmusk, Yara, Eclaire and Fakhar Women are also very popular.
What is the difference between Lattafa and Lattafa Pride?
Lattafa Pride is the more expensive premium line of the same company, with more luxurious bottles and often a richer, oriental character. Lattafa itself calls Pride the founder’s signature line.
How long does a Lattafa perfume last?
That differs per fragrance and per skin. Warm, sweet fragrances such as Khamrah and Bade’e al Oud usually last longer than fresh fragrances.