Nusuk: history, bestsellers and everything about the oud brand from Dubai
Nusuk is a perfume brand from Dubai that has been making affordable eaux de parfum, deodorants and air fresheners since 2018. The brand is mainly known for warm oud, amber and musk fragrances, such as Taraf al Oud, Fawah Midnight and Al Mukhtalif. Nusuk is a sister brand of RiiFFS, and the Rihanah line also belongs to the family. In this article you will learn where Nusuk comes from, which company is behind it, who the fragrances are made for and which Nusuk perfumes are the most popular.
Nusuk at a glance
| Origin | Dubai, United Arab Emirates |
| Active since | 2018 |
| Company behind it | According to a company profile, the Attarwala Group, a perfume family with roots in Mumbai; sources are not unanimous |
| Sister brands | RiiFFS and Fariis; Rihanah is a separate line. Freedom Fragrances also carries Manasik, Al Fakhr and Zaien |
| Known for | Oud and musk fragrances, 100 ml eaux de parfum, deodorants and air fresheners |
| Style | Warm and oriental: oud, amber, leather and spices, plus soft musk scents |
| Price range | Affordable |
| Popular in | The Gulf states, Europe, Asia and North America |
| At Arabmusk | All Nusuk products |
The history of Nusuk
Nusuk is a young brand. The oldest Nusuk fragrances on Fragrantica date from 2018, and a company profile also gives that year as the start. According to that profile, published as an advertorial in Gulf News, the Attarwala Group launched the brands RiiFFS and Nusuk from Dubai in 2018. The family behind the group reportedly started selling attars and perfumes in Mumbai in 1925 and later built up perfume production in India.
Since then the range has grown quickly. Fragrantica now lists dozens of Nusuk fragrances. Besides eaux de parfum, the brand makes deodorants and air fresheners.
Where does Nusuk come from?
Nusuk is a brand from Dubai. According to the same profile, the company behind the brands does have Indian roots; the group’s factories are in India. You see that combination of Dubai and India more often among Arabic perfume brands. The name Nusuk is Arabic and suits the brand’s oriental style.
Parent company and sister brands
Sources are not unanimous about the parent company. A company profile names the Attarwala Group, with the Indian company Freedom Fragrances handling production and distribution. The Freedom Fragrances website lists Manasik, Al Fakhr, Rihanah, Zaien and BN alongside RiiFFS and Nusuk; it does not say whether the company owns these brands or only sells them. A trade fair profile names Al Fakhar Perfumes & Cosmetics Trading in the Emirates as the owner of RiiFFS, Nusuk and Fariis. Some retailers place Nusuk under Lattafa or RiiFFS under Sterling Perfumes. We found no confirmation of those last two claims from the brands themselves.
What is clear is that Nusuk and RiiFFS are sold together, including through the RiiFFS online shop. At Arabmusk we group the related brands under Freedom Fragrance:
- RiiFFS: the sister brand with modern fragrances. Also read our article about RiiFFS.
- Rihanah: a line of mainly oud fragrances, which we list under Nusuk.
- Manasik: see our article about Manasik.
- Fariis, Al Fakhr and Fragrance Couture; read more about Fariis, Al Fakhr and Fragrance Couture.
Where is Nusuk popular?
Nusuk is sold in the Gulf states, Europe, Asia and North America. In countries including the United Kingdom, Australia and the United States, mainstream retailers and online shops also sell the fragrances. In the Netherlands and Belgium you will mainly find Nusuk in oriental perfume shops and online.
Who is Nusuk for?
- Lovers of oud and leather. Taraf al Oud, Al Mukhtalif and the Rihanah oud fragrances are warm and pronounced.
- Fans of sweet and spicy scents. Fawah Midnight combines cardamom, sugar and cocoa.
- Women looking for a soft scent, such as Ana al Awal Dames or Secret Musk.
- Anyone who wants the whole house to smell good. Nusuk offers many air fresheners and deodorants with the same oriental feel.
The most popular Nusuk perfumes
These are the Nusuk eaux de parfum bought most often at Arabmusk.
1. Nusuk Taraf al Oud
Nusuk Taraf al Oud eau de parfum
Leathery and spicy: cardamom, followed by jasmine and leather on patchouli, amber and moss. Unisex. Also available as a deodorant.
2. Nusuk Ana al Awal Dames
Nusuk Ana al Awal Dames eau de parfum
Fruity and soft: fruit and bergamot, lily of the valley in the heart and a base of musk and vanilla. There is also a version called Ana al Awal Malaki.
3. Nusuk Fawah Midnight
Nusuk Fawah Midnight eau de parfum
Sweet, spicy and woody: sugar, cardamom and apricot, with cinnamon and incense on leather, cocoa, suede, ambergris and patchouli.
4. Nusuk Secret Musk
Nusuk Secret Musk eau de parfum
Floral and fresh, for women: pink pepper, mandarin and pear, with jasmine, frangipani and neroli on cocoa, vanilla and vetiver.
5. Nusuk Al Mukhtalif Signature
Nusuk Al Mukhtalif Signature eau de parfum
Woody and rich: bergamot, neroli and rose, with oud, sandalwood and patchouli on vanilla, musk and oud. There is also the original Al Mukhtalif.
6. Nusuk Sabha wa Oud
Nusuk Sabha wa Oud eau de parfum
Classically oriental: saffron and cardamom, with oud and rose on amber and patchouli.
From the Rihanah line, Rihanah Oud, Oud al Deewan and Ithrah al Oud are popular. Other Nusuk fragrances include Musky Oud and Ajwaa Concentrated.
Overview: which Nusuk suits you?
| Fragrance | Character | Notable notes |
|---|---|---|
| Taraf al Oud | Leathery, spicy | Cardamom, leather, amber |
| Ana al Awal Dames | Fruity, soft | Bergamot, lily of the valley, vanilla |
| Fawah Midnight | Sweet, spicy | Cardamom, cocoa, leather |
| Secret Musk | Floral, fresh | Pear, frangipani, vanilla |
| Al Mukhtalif Signature | Woody, rich | Rose, oud, sandalwood |
| Sabha wa Oud | Oriental, warm | Saffron, oud, rose |
Nusuk at Arabmusk
- Nusuk perfumes: all eaux de parfum.
- Rihanah: the oud line from the Nusuk family.
- Deodorants, such as Amber Oud and Perfect Oud.
- Air fresheners, such as Amber Wood and Goodness Oud White.
- All brands from the Freedom Fragrance group.
- All Nusuk products.
Tips for wearing Nusuk
- Start carefully with oud. Taraf al Oud and the Rihanah fragrances are powerful. Two sprays are often enough.
- Combine with the deodorant. Taraf al Oud is available as both a perfume and a deodorant. Together, the scent lasts longer.
- Choose by season. Fawah Midnight and the oud fragrances suit autumn and winter, Secret Musk and Ana al Awal spring and summer.
How a fragrance smells and how long it lasts differs from skin to skin.
Frequently asked questions about Nusuk
Which country is Nusuk from?
Nusuk is a brand from Dubai, in the United Arab Emirates. According to a company profile, the company behind it has roots in Mumbai, India.
Is Nusuk owned by Lattafa?
Some retailers call Nusuk a brand of the Lattafa group. We found no confirmation of this from Nusuk or Lattafa themselves. Other sources link Nusuk to the same family as RiiFFS.
What is the difference between Nusuk and Rihanah?
Rihanah is a line of mainly oud fragrances from the same family. At Arabmusk, Rihanah is listed under Nusuk. Some fragrances, such as Sabha wa Oud and Musky Oud, appear under both the Rihanah and the Nusuk name.
What is the best-known Nusuk fragrance?
Internationally, Ateeq, Sama, Falak and Fawah Midnight are widely discussed. At Arabmusk, Taraf al Oud and Ana al Awal Dames are the most popular.