Vurv: history, bestsellers and everything about the Western brand from the Lattafa family
Vurv (also written as VÛRV) is a perfume brand with a Western look that is made in the United Arab Emirates. Perfume databases and retailers count the brand as part of the Lattafa family, although little official information about it can be found. Mythos Intense, Precious Love and the Leader range are well-known names. In this article you will learn what is known about Vurv, how the brand relates to Lattafa, who the fragrances are made for and which Vurv perfumes are the most popular.
Vurv at a glance
| Origin | United Arab Emirates |
| Active since | Unclear; Fragrantica lists fragrances from 2012, a US retailer speaks of ‘the early 2000s’ |
| Parent company | According to Fragrantica and other sources Lattafa Perfumes Industries L.L.C.; Lattafa itself does not clearly confirm this |
| Sister brands | Lattafa, Lattafa Pride, Maison Alhambra, Asdaaf, Rave and Niche Emarati |
| Known for | Mythos, Leader, Profumo Intensity, Impulse and Precious Love |
| Style | Western: fresh, aquatic, floral and woody |
| Price range | Budget to affordable |
| Popular in | Middle East and Europe (mainly online) |
| At Arabmusk | All Vurv products |
The history of Vurv
Remarkably little is publicly known about Vurv. As far as we know, the brand has no website of its own, and there are no interviews or press releases about its founding. Sources also disagree about when it started. Fragrantica lists Vurv fragrances from 2012 and names Olaf Larsen as the perfumer. The US retailer Perfume.com describes a brand founded in ‘the early 2000s’. So it is not possible to say with certainty how things stand.
Where does Vurv come from?
Fragrantica and other databases name the United Arab Emirates as the country of origin. Even so, there is little ‘Arabic’ about Vurv’s name or style. The fragrances have European-sounding names such as Mythos, Leader and Profumo Intensity, and the compositions are mostly fresh, aquatic, floral or woody. Retailers describe the style as modern and international.
Is Vurv part of Lattafa?
Probably, but with a caveat. Fragrantica names Lattafa Perfumes Industries L.L.C. as Vurv’s parent company and links only to the Facebook page of Lattafa Perfumes Industries. The Polish beauty site Wizaż names Lattafa Perfumes Industries as the producer, and many web shops also sell the fragrances as ‘Lattafa Vurv’. However, we could not find a brand page for Vurv on the official Lattafa website, whereas Lattafa Pride, Niche Emarati, Asdaaf and Rave each have their own page there. ScentVerdict therefore cautiously calls Vurv ‘a Lattafa-associated fragrance line rather than a fully documented independent house’.
At Arabmusk, Vurv is part of the Lattafa Brands collection, together with Lattafa, Lattafa Pride, Maison Alhambra, Asdaaf, Rave and Niche Emarati. Also read our articles about Lattafa and Rave, the other Western-style brand in the family.
Where is Vurv popular?
Vurv is a small brand. You will mainly find it at online perfumeries in Europe and at retailers in the Middle East and the United States. At Arabmusk, Mythos Intense, Precious Love and Luisant are the best-selling Vurv fragrances.
Who is Vurv for?
- Anyone looking for a fresh, Western fragrance at a friendly price.
- Anyone who enjoys discovering new, lesser-known brands. Vurv is less well known than Lattafa or Maison Alhambra.
- Men and women: Vurv has fragrances for men (Mythos, Impulse, Profumo Intensity) as well as for women (Precious Love, Leader, Luisant).
The most popular Vurv perfumes
These are the Vurv fragrances that are bought most often at Arabmusk.
1. Vurv Mythos Intense
Vurv Mythos Intense eau de parfum
Fresh and energetic, for men: aquatic and green notes with citrus, on a warmer base with ambergris and ylang-ylang. From the same range: Mythos Supreme.
2. Vurv Precious Love
Vurv Precious Love eau de parfum
Fruity and floral, for women: mandarin and bergamot, then white flowers, jasmine and sandalwood on a base of amber and vanilla.
3. Vurv Luisant
Vurv Luisant eau de parfum
An elegant fragrance for women that opens fresh and floral and moves into warm, powdery and slightly sweet tones.
4. Vurv Leader
Vurv Leader eau de parfum
Floral and fruity, for women, with a warm woody base. There is also Leader Intense, fresher and with an aquatic accent.
Other Vurv fragrances are Indulge Gold (with lemon, apple, peony, praline and cedarwood), Profumo Intensity Collectors Edition and Impulse Aviator.
Overview: which Vurv suits you?
| Fragrance | Character | Notable notes |
|---|---|---|
| Mythos Intense | Fresh, aquatic | Citrus, green notes, ambergris |
| Precious Love | Fruity, floral | Mandarin, jasmine, vanilla |
| Luisant | Floral, powdery | Flowers, soft sweetness |
| Leader | Floral, fruity, woody | Flowers, fruit, woods |
| Indulge Gold | Spicy, sweet | Apple, praline, cedarwood |
Vurv at Arabmusk
- All Vurv products.
- Perfumes from all Lattafa brands.
- Budget perfume: more affordable fragrances.
Tips for wearing Vurv
- Fresh scents for warm days. Mythos Intense and Leader Intense suit spring and summer well.
- Feel free to reapply. Fresh, aquatic fragrances last less long than heavy oriental fragrances.
How a fragrance smells and how long it lasts differs from skin to skin.
Frequently asked questions about Vurv
Is Vurv owned by Lattafa?
According to Fragrantica and several retailers, Vurv belongs to Lattafa Perfumes Industries. However, we did not find Vurv listed as a brand on Lattafa’s own website, so it is not entirely certain.
Where does Vurv come from?
Perfume databases name the United Arab Emirates as the country of origin.
What is the best-known Vurv fragrance?
At Arabmusk, Mythos Intense is the best-selling Vurv fragrance.