"Arab-inspired Fragrance Brands..."

In its feature “Arab-inspired Fragrance Brands Are Just Getting Started”, WWD spotlights the global boom in Middle Eastern perfumery, with Spate data serving as a key lens into consumer behavior. By quantifying rising interest across TikTok and Google Search, the article demonstrates how Arab-inspired scents are reshaping fragrance culture and gaining traction well beyond their regional roots.

“Data from Spate shows that TikTok and Google Search interest in ‘oud perfume’ has grown 20.5 percent year-over-year, while ‘Arabian perfume’ is up roughly 63 percent versus last year across platforms.”

This rapid growth highlights the heightened visibility of oud and Arabian perfumes across social media and search ecosystems, cementing their place in the mainstream fragrance conversation.

The piece also draws on expert insight from Spate to contextualize the trend’s momentum. “The boom in gourmand fragrances has primed consumers to embrace richer, more indulgent scent profiles,” said Mathilde Riba, beauty insights analyst at Spate, adding that “Sweet Arab perfumes, which fuse gourmand notes with oud and resinous accords, have seen remarkable traction, such as those by Lattafa and Alrehab.”

By pairing this data-driven view with cultural storytelling, WWD underscores how social platforms accelerate discovery of niche categories, propelling legacy fragrance houses like Amouage alongside younger viral labels such as Lattafa and Kayali. What emerges is a portrait of a rapidly expanding category: accessible price points, digital-first distribution, and TikTok virality converge to make Arab-inspired scents one of beauty’s most powerful growth engines.

The use of Spate data within this feature demonstrates how timely consumer curiosity reveals not only what’s trending now but also where the fragrance market is headed.

Writers and journalists interested in incorporating data from TikTok, Instagram, and Google Search into their upcoming pieces can reach us at hello@spate.nyc.