Rave: history, bestsellers and everything about Lattafa’s modern brand
Rave is a small perfume brand from the United Arab Emirates that belongs to the Lattafa family. The brand focuses on modern, Western-style eau de parfums in sleek bottles, with the Now range as its best-known line. In this article you will learn where Rave comes from, how the brand relates to Lattafa, who the fragrances are made for and which Rave perfumes are the most popular.
Rave at a glance
| Origin | United Arab Emirates |
| Active since | Around 2021; the oldest Rave fragrance on Fragrantica dates from that year |
| Parent company | Lattafa Perfumes Industries L.L.C. |
| Sister brands | Lattafa, Lattafa Pride, Maison Alhambra, Asdaaf, Vurv and Niche Emarati |
| Known for | The Now range (Now, Now White, Now Rouge, Now Intense) and Nardo |
| Style | Modern and Western: fresh, woody and floral |
| Price range | Affordable |
| Popular in | Middle East, Europe and North America |
| At Arabmusk | All Rave products |
The history of Rave
Rave is one of the youngest brands in the Lattafa family. Little is publicly known about how it was founded. Fragrantica lists around twelve Rave fragrances; the oldest is from 2021 and the newest are recent. As far as we know, the brand has no website of its own: its brand page on Fragrantica links to lattafa.com, and Rave also has its own brand page on Lattafa’s website.
The best-known line is Now. Besides Now for men, there are Now Women, Now White, Now Rouge and Now Intense, among others. Rave also makes fragrances such as Nardo, Luxuré Man and The King.
Where does Rave come from?
Rave comes from the United Arab Emirates, like the other brands of Lattafa Perfumes Industries. Even so, Rave does not sound very ‘Arabic’. The brand chooses Western names, simple bottles and fragrances close to the style of European perfumery: fresh, woody, with citrus, fruit and musk.
Parent company and sister brands
Rave belongs to Lattafa Perfumes Industries L.L.C. This is how it appears in the Fragrantica database, and Lattafa lists Rave as a brand on its own website. Retailers often sell the fragrances as ‘Rave by Lattafa’ or ‘Lattafa Rave Now’.
Other brands from the same family are Lattafa, Lattafa Pride, Maison Alhambra, Asdaaf, Vurv and Niche Emarati. You can find them together in the Lattafa Brands collection. If you like Rave’s Western style, also read about Maison Alhambra and Vurv.
Where is Rave popular?
Rave is mainly sold through online perfumeries and retailers in the Middle East, Europe and North America. It is a smaller brand than Lattafa or Maison Alhambra. At Arabmusk, Rave Now is the best-selling Rave fragrance, followed by Now White and Now Intense.
Who is Rave for?
- Anyone looking for a modern, fresh fragrance for the office, school or everyday use.
- Young men looking for an affordable eau de parfum; many Rave fragrances are for men.
- Anyone who likes a Western style but wants the price and performance of an Arabic brand.
Rave mainly makes fragrances for men, complemented by a few fragrances for women and unisex fragrances.
The most popular Rave perfumes
These are the Rave fragrances that are bought most often at Arabmusk.
1. Rave Now
Rave Now eau de parfum
The best-known Rave fragrance, for men. According to retailers, it opens with blackcurrant, bergamot, apple and pineapple, with a heart of rose, birch and jasmine and a base of oakmoss, musk, ambergris and vanilla. Fresh and fruity, with a woody edge.
2. Rave Now White
Rave Now White eau de parfum
Floral and woody, unisex: peach and mandarin, then tuberose, gardenia, iris and jasmine on a base of sandalwood, vanilla and vetiver.
3. Rave Now Intense Blauw
Rave Now Intense Blauw eau de parfum
Fresh and aquatic: watermelon, mandarin and basil, then sage on a base of patchouli, sandalwood, cedarwood and leather.
4. Rave Now Rouge
Rave Now Rouge eau de parfum
Woody and powdery, unisex: spicy notes, a heart of iris and a base of woods and sandalwood.
Other Rave fragrances are Nardo, Nardo Red (with saffron, cinnamon, rose and amber), Oud Blanc and Pleasure Nuit for women.
Overview: which Rave suits you?
| Fragrance | Character | Notable notes |
|---|---|---|
| Now | Fresh, fruity | Blackcurrant, pineapple, oakmoss |
| Now White | Floral, woody | Peach, tuberose, sandalwood |
| Now Intense Blue | Aquatic, woody | Watermelon, basil, leather |
| Now Rouge | Woody, powdery | Spices, iris, sandalwood |
| Nardo Red | Warm, spicy | Saffron, rose, amber |
Rave at Arabmusk
- All Rave products.
- Perfumes from all Lattafa brands.
- Men’s perfume: more fragrances for men.
Tips for wearing Rave
- Ideal for daytime. The fresh Now fragrances suit work, school and warm weather well.
- Choose Nardo Red for the evening. With saffron and amber, this fragrance is warmer and fuller.
How a fragrance smells and how long it lasts differs from skin to skin.
Frequently asked questions about Rave
Is Rave owned by Lattafa?
Yes. Rave belongs to Lattafa Perfumes Industries and has a brand page on Lattafa’s website.
What is the best-known Rave fragrance?
Rave Now, the fragrance the Now range is named after. At Arabmusk it is the best-selling Rave fragrance.
Is Rave for men or women?
Rave mainly makes fragrances for men, but Now White and Now Rouge are unisex, and there are fragrances for women such as Pleasure Nuit.