Dubai, the UAE’s largest fragrance market, is set to host its first niche perfumery show in 2027. Organised by Messe Frankfurt Middle East, the event known as Notes Dubai will debut at the Dubai Mall Exhibition Centre from 21 to 23 January 2027. As the sister show to the successful Notes Shanghai, Notes Dubai aims to establish itself as a global platform for niche, independent, and artisanal perfumery.

Unlike traditional trade shows that prioritise mass-market brands, Notes Dubai focuses exclusively on creative and artistic fragrance houses. The organisers emphasise that every brand is selected with purpose to create a community that understands fragrance as a cultural practice. The Gulf region’s historical connection to fragrance, rooted in centuries of trading and ritual, provides a fitting backdrop for this initiative.

According to Ravi Ramchandani, Event Director for Notes Dubai, niche fragrance houses require more than visibility. They need the right context, meaningful conversations, and access to buyers who appreciate their distinctiveness. Notes Dubai aims to unite creativity and commercial opportunity in a focused environment where authentic relationships can flourish.

The inaugural theme of Notes Dubai is “Genesis,” exploring the origins of niche perfumes beyond their final products. Organisers believe every fragrance begins with a compelling story rooted in memory, emotion, or creative instinct. This theme will guide exhibitions and discussions, highlighting the narratives behind the world’s most distinctive niche scents.

Local reports indicate that an exclusive media breakfast was held earlier this month, where industry leaders gathered to discuss the event’s purpose and programme.

The three-day programme will separate business-focused activities from consumer engagement. Days one and two will centre on partnerships and industry connections, while the third day welcomes collectors and fragrance enthusiasts.

This thought-leadership platform will feature panels and masterclasses with perfumers, brand founders, and industry leaders, providing educational dialogue about niche perfumery’s evolution. They will discuss various topics related to the industry.

The organisers describe the first edition as an “unforgettable experience” poised to shape the future of niche fragrance. With its curated approach and cultural focus, Notes Dubai seeks to redefine how independent brands connect with global audiences. They aim to create a unique experience for attendees. One can learn more, apply to exhibit, or register interest here.