RiiFFS: history, bestsellers and everything about the modern perfume brand from Dubai
RiiFFS is a perfume brand from Dubai that has been making modern, affordable eaux de parfum since 2018. While sister brand Nusuk focuses mainly on oud and amber, RiiFFS more often opts for fresh, floral and sweet scents with a Western profile. Well-known names include Ciao, Momento, Portofino Noir and the Luxury series. In this article you will learn where RiiFFS comes from, which company is behind it, who the fragrances are made for and which RiiFFS perfumes are the most popular.
RiiFFS 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 | Nusuk and Fariis; the same seller also carries Manasik, Al Fakhr and Zaien |
| Known for | 100 ml eaux de parfum, plus a Privé line |
| Style | Modern: fresh, floral and sweet, with a few oud and gourmand scents |
| Price range | Affordable |
| Popular in | The Gulf states, the United Kingdom, India, Europe and North America |
| At Arabmusk | All RiiFFS products |
The history of RiiFFS
RiiFFS is a young brand. The oldest RiiFFS fragrances on Fragrantica date from 2018. According to a company profile, published as an advertorial in Gulf News, the Attarwala Group launched the brands RiiFFS and Nusuk from Dubai that year. The family behind the group reportedly started out with attars and perfumes in Mumbai in 1925. RiiFFS itself states on a trade fair profile that the brand was founded by ‘a family of perfumers’.
The brand grew quickly. Fragrantica now lists almost a hundred RiiFFS fragrances. At international trade fairs such as Spring Fair in the United Kingdom and Cosmoprof in the United States, the company presents RiiFFS and Nusuk together.
Where does RiiFFS come from?
RiiFFS is a brand from Dubai. Its own online shop operates from the Emirates and ships to countries including the UAE, India, the United Kingdom, Qatar, the Netherlands and the United States. According to the profile mentioned above, the company behind the brand has Indian roots, with factories in India.
Parent company and sister brands
Sources are not unanimous about the parent company. The company profile names the Attarwala Group, with the Indian company Freedom Fragrances handling production and distribution. A trade fair profile names Al Fakhar Perfumes & Cosmetics Trading in the Emirates as the owner of RiiFFS, Nusuk and Fariis. One retailer places RiiFFS under Sterling Perfumes; we found no confirmation of this from the brand itself.
What is certain is that RiiFFS and Nusuk are sold together. At Arabmusk we group the related brands under Freedom Fragrance:
- Nusuk, with oud and musk fragrances. Read our article about Nusuk.
- Fariis, launched in 2023 according to the same profile. Read more about Fariis.
- Manasik and Al Fakhr; see our articles about Manasik and Al Fakhr.
- Fragrance Couture; read more about Fragrance Couture.
Where is RiiFFS popular?
RiiFFS is widely available in the Gulf states and in India. In the United Kingdom, Australia and the United States, online shops and mainstream retailers also sell the brand. In the Netherlands and Belgium RiiFFS is growing mainly through online shops.
Who is RiiFFS for?
- Anyone looking for a modern, fresh scent, such as Imperial Blue, Portofino Noir or Privé Platinum.
- Women who like floral and sweet scents, such as Ciao, Rose de Soleil or Angelique.
- Lovers of warm gourmands, such as Momento and Golden Elixir Reserve.
- Anyone who wants to get to know Arabic brands without going straight for heavy oud.
The most popular RiiFFS perfumes
These are the RiiFFS fragrances bought most often at Arabmusk.
1. RiiFFS Ciao
RiiFFS Ciao eau de parfum
Floral and soft: neroli and petitgrain, with jasmine, peony and freesia on white musk. The brand’s bestseller at Arabmusk.
2. RiiFFS Luxury Vert
RiiFFS Luxury Vert eau de parfum
Floral with citrus: orange and petitgrain, with jasmine, pink pepper and ylang-ylang on benzoin and vanilla. There is also Luxury Rouge, spicier and fuller.
3. RiiFFS Imperial Blue
RiiFFS Imperial Blue eau de parfum
Fresh and aromatic, for men: apple, peppermint and lemon, with geranium and vetiver on tonka, cedarwood and vanilla.
4. RiiFFS Portofino Noir
RiiFFS Portofino Noir eau de parfum
Spicy and warm: grapefruit, coriander and basil, with ginger, cardamom and orange blossom on amber, tobacco and cedarwood.
5. RiiFFS Momento
RiiFFS Momento eau de parfum
Sweet and oriental: saffron, mandarin and sugar, with tonka, rose and oud on amberwood, cedarwood and caramel. On Fragrantica one of the brand’s most discussed fragrances.
6. RiiFFS Rose de Soleil
RiiFFS Rose de Soleil eau de parfum
Floral and sweet, for women: rose, followed by gardenia, honey, jasmine and peach on caramel, beeswax and patchouli.
Other popular RiiFFS fragrances are Wonder of You, Imperial Noir, Privé Platinum and Golden Elixir Reserve.
Overview: which RiiFFS suits you?
| Fragrance | Character | Notable notes |
|---|---|---|
| Ciao | Floral, soft | Neroli, peony, white musk |
| Luxury Vert | Floral, fresh | Orange, jasmine, vanilla |
| Imperial Blue | Fresh, aromatic | Peppermint, apple, tonka |
| Portofino Noir | Spicy, warm | Ginger, cardamom, tobacco |
| Momento | Sweet, oriental | Saffron, oud, caramel |
| Rose de Soleil | Floral, gourmand | Rose, honey, caramel |
RiiFFS at Arabmusk
- RiiFFS perfumes: all eaux de parfum.
- All RiiFFS products.
- Perfume sprays from all Freedom Fragrance brands.
- All brands from the Freedom Fragrance group.
Tips for wearing RiiFFS
- Spray on the pulse points. Wrists, neck and behind the ears work best.
- Choose by season. Imperial Blue and Luxury Vert suit spring and summer, Momento and Portofino Noir autumn and winter.
- Combine with Nusuk. A fresh RiiFFS scent during the day and a warm Nusuk oud in the evening complement each other well.
How a fragrance smells and how long it lasts differs from skin to skin.
Frequently asked questions about RiiFFS
Which country is RiiFFS from?
RiiFFS is a brand from Dubai, in the United Arab Emirates. According to a company profile, the company behind it has roots in Mumbai, India.
What is the difference between RiiFFS and Riffs?
It is the same brand. The official spelling is RiiFFS, but many shops write Riffs or Riiffs.
Are RiiFFS and Nusuk the same company?
Both brands are presented and sold together, including at trade fairs and in the RiiFFS online shop. RiiFFS is more modern and fresher, Nusuk focuses more on oud and musk.
What is the best-known RiiFFS fragrance?
Internationally, Freeze, Momento and Zenith are widely discussed. At Arabmusk, Ciao, Luxury Vert and Luxury Rouge are the most popular.