Kenz De Rasasi Arrives in the UK: A New Era of Arabian Perfumery, Officially Distributed by Fragrance Forte
A legendary fragrance heritage. A bold new identity. A new chapter begins in the United Kingdom.
Fragrance Forte is proud to announce its appointment as an official UK distributor of Kenz De Rasasi, the exciting new luxury fragrance house born from the heritage of one of Dubai’s most established names in perfumery.
Officially unveiled at Beautyworld Middle East 2026, Kenz De Rasasi represents an ambitious evolution of Arabian fragrance craftsmanship, combining decades of experience with contemporary creativity, sophisticated presentation and a vision for the future.
For fragrance enthusiasts across the United Kingdom, this marks the arrival of a new name with an extraordinary story behind it.
And Fragrance Forte is delighted to be part of that journey.
The Story of Rasasi: A Fragrance Legacy Beginning in 1979
To understand Kenz De Rasasi, we must first explore the heritage behind its name.
The story begins in 1979, when Abdul Razzak Kalsekar founded Rasasi Perfumes in Dubai.
What started as a modest perfume business in the traditional markets of Deira would eventually develop into one of the region’s most recognisable fragrance houses.
Built on an appreciation for Arabian fragrance traditions, Rasasi established its reputation through craftsmanship, innovation and an understanding of the relationship between fragrance and personal identity.
As Dubai transformed into an international centre for business and luxury, Rasasi expanded alongside it.
Over the decades, the house introduced fragrances that became familiar to generations of perfume enthusiasts, blending the richness of traditional Middle Eastern ingredients with contemporary fragrance styles.
From the enduring popularity of Blue Lady to the international recognition of the Hawas collection, Rasasi demonstrated its ability to appeal to different generations and fragrance preferences.
More than four decades after its founding, Rasasi’s influence continues to extend far beyond the United Arab Emirates.
Now, that remarkable heritage provides the foundation for something new.
Introducing Kenz De Rasasi: The Treasures of Rasasi
What is Kenz De Rasasi?
Kenz De Rasasi is a new fragrance house developed from the heritage and expertise of Rasasi Perfumes.
Its name carries a meaning that reflects the philosophy behind the brand.
Kenz is the Arabic word for treasure, while de means of in French.
Together, Kenz De Rasasi translates to “The Treasures of Rasasi.”
It is a name that captures the brand’s purpose: to celebrate the treasures of an established fragrance legacy while presenting them through a fresh, contemporary identity.
Rather than simply reproducing the past, Kenz De Rasasi seeks to reinterpret it.
Selected creations from Rasasi’s extensive fragrance heritage are being revisited, with refined compositions, distinctive bottle designs and elevated presentation.
The result is a fragrance house that respects its origins while establishing an identity designed to appeal to a new generation of perfume lovers.
Its guiding philosophy says it all:
“Inspired by legacy, built for the future.”
A Spectacular Global Debut at Beautyworld Middle East 2026
Kenz De Rasasi made its official debut at Beautyworld Middle East 2026, held at Dubai World Trade Centre from 6–8 October.
The unveiling marked a significant moment for the new fragrance house, introducing its vision to international distributors, retailers, fragrance professionals and enthusiasts.
The brand’s launch was led by Anis Abdul Razak, owner of Rasasi Perfumes and chairman of AAR Group, whose vision has helped shape the identity and direction of Kenz De Rasasi.
The occasion also attracted international attention through the appearance of Bollywood superstar Salman Khan, who attended as chief guest.
His presence generated considerable excitement, drawing large crowds and media attention to the launch.
Coverage from major UAE publications, including Gulf News and Khaleej Times, highlighted the significance of the unveiling and the brand’s ambition to reach fragrance consumers around the world.
For Kenz De Rasasi, Beautyworld Middle East was more than a product presentation.
It was the beginning of a new international chapter.
Eight Fragrance Collections: A New Expression of Luxury
At its debut, Kenz De Rasasi introduced eight fragrance collections, each contributing to the house’s evolving identity.
Beyond Hawas
Building on the recognition of one of Rasasi’s most celebrated fragrance names, Beyond Hawas represents an exciting addition to the new house’s portfolio.
Hawas Apex
Hawas Apex introduces another dimension to the Hawas name under the contemporary Kenz De Rasasi identity.
Hawas Desire
Hawas Desire continues the exploration of the Hawas fragrance heritage, bringing a new name into the Kenz De Rasasi collection.
La Yuqawam Terrabotanica
The La Yuqawam name has long been associated with Rasasi’s more distinctive fragrance creations.
La Yuqawam Terrabotanica introduces a new expression within this established fragrance family.
Daareej
A familiar name to enthusiasts of Arabian perfumery, Daareej forms part of the new Kenz De Rasasi portfolio.
Shuhra
Shuhra joins the collection as another recognised Rasasi fragrance name receiving a new presentation within the Kenz De Rasasi house.
Rimal
Rimal is among the eight collections introduced at the global unveiling, contributing to the diversity of the new portfolio.
Tobacco
Completing the initial collection announcement is Tobacco, a name that will undoubtedly attract interest from enthusiasts of rich, characterful fragrances.
Across the eight collections, Kenz De Rasasi has emphasised refined compositions, custom-designed bottles, premium materials and distinctive packaging.
The objective is to create a complete fragrance experience, from the first impression of the bottle to the character of the scent itself.
Further information about individual fragrances, scent profiles and UK availability will be announced through Fragrance Forte.
Why Kenz De Rasasi Matters for the Future of Arabian Perfumery
The international fragrance industry has witnessed growing appreciation for Middle Eastern perfume houses.
Consumers are increasingly exploring fragrance traditions associated with oud, amber, musk, spices and other distinctive ingredients.
At the same time, expectations surrounding bottle design, presentation and brand identity continue to evolve.
Kenz De Rasasi enters this environment with an important advantage: an established fragrance heritage combined with the freedom to create a new identity.
Its approach reflects a wider evolution within Arabian perfumery.
Heritage is no longer simply something to preserve.
It is something that can inspire innovation.
Kenz De Rasasi seeks to bring traditional craftsmanship and contemporary luxury together, offering fragrances that appeal to both longstanding Rasasi enthusiasts and consumers discovering Arabian perfumery for the first time.
This combination makes the brand particularly exciting for the UK fragrance market.
Fragrance Forte Appointed Official UK Distributor of Kenz De Rasasi
Fragrance Forte is proud to bring Kenz De Rasasi to the United Kingdom as an official distributor.
This partnership represents another important milestone in our mission to introduce British consumers to exceptional fragrance houses from the Middle East and beyond.
At Fragrance Forte, we believe great fragrances deserve more than simply a place on a shelf.
They deserve to be discovered, experienced and appreciated.
Our approach has always centred on identifying distinctive fragrance brands, building meaningful relationships with the houses behind them and introducing their creations to new audiences.
With Kenz De Rasasi, we are particularly excited to support a brand that combines an established heritage with a forward-looking vision.
As an official UK distributor, Fragrance Forte will support the introduction of Kenz De Rasasi to British fragrance enthusiasts and retail partners.
We look forward to working closely with the brand to establish its presence and build long-term recognition across the UK market.
Where to Buy Kenz De Rasasi Perfumes in the UK
For customers searching for Kenz De Rasasi perfumes in the UK, Fragrance Forte will be a destination for official product information, launch announcements and purchasing opportunities.
Our partnership provides a direct connection to the new fragrance house, allowing us to introduce its creations to customers who value authenticity and quality.
Whether you are already familiar with Rasasi perfumes or are discovering the brand for the first time, Kenz De Rasasi promises an exciting new chapter to explore.
Details regarding individual fragrances, pricing and availability will be shared as the UK launch progresses.
Visit Fragrance Forte to stay informed about the latest developments.
Kenz De Rasasi Wholesale UK: Opportunities for Retailers
The arrival of Kenz De Rasasi also creates an exciting opportunity for perfume retailers, fragrance businesses and wholesale customers throughout the United Kingdom.
As an official distributor, Fragrance Forte welcomes enquiries from businesses interested in stocking the new fragrance house.
We understand the importance of reliable sourcing, authentic products and strong relationships between brands, distributors and retailers.
Our aim is to support the development of Kenz De Rasasi in the UK through a distribution network that reflects the quality and ambitions of the brand.
Retailers interested in becoming stockists are invited to contact Fragrance Forte to discuss potential wholesale opportunities.
Frequently Asked Questions About Kenz De Rasasi
What is Kenz De Rasasi?
Kenz De Rasasi is a new luxury fragrance house born from the heritage of Rasasi Perfumes. It combines decades of Arabian perfumery expertise with contemporary fragrance development, bottle designs and branding.
Is Kenz De Rasasi part of Rasasi?
Yes. Kenz De Rasasi was developed from Rasasi’s fragrance heritage and is creatively driven by Anis Abdul Razak, owner of Rasasi Perfumes and chairman of AAR Group.
What does Kenz De Rasasi mean?
Kenz De Rasasi translates to “The Treasures of Rasasi”, reflecting the brand’s commitment to celebrating and reinterpreting the fragrance heritage of Rasasi.
When was Kenz De Rasasi launched?
Kenz De Rasasi made its official debut at Beautyworld Middle East in Dubai on 6 October 2026.
Who attended the Kenz De Rasasi launch?
Bollywood superstar Salman Khan attended the official unveiling as chief guest, alongside Anis Abdul Razak.
What perfumes are included in Kenz De Rasasi?
The brand unveiled eight fragrance collections: Beyond Hawas, Hawas Apex, Hawas Desire, La Yuqawam Terrabotanica, Daareej, Shuhra, Rimal and Tobacco.
Who is the official UK distributor of Kenz De Rasasi?
Fragrance Forte is an official UK distributor of Kenz De Rasasi, supporting the brand’s introduction and development in the United Kingdom.
Where can I buy Kenz De Rasasi perfumes in the UK?
Customers can follow Fragrance Forte for official Kenz De Rasasi product announcements, availability updates and purchasing information.
Can UK retailers buy Kenz De Rasasi wholesale?
Retailers and fragrance businesses interested in stocking Kenz De Rasasi can contact Fragrance Forte to enquire about wholesale opportunities.
A Legacy Reimagined. A New Chapter Begins.
From a small perfume shop in Dubai in 1979 to the international unveiling of Kenz De Rasasi in 2026, the story behind this fragrance house is one of ambition, craftsmanship and evolution.
Kenz De Rasasi represents an opportunity to experience the treasures of an established perfume heritage through a completely new perspective.
For Fragrance Forte, becoming an official UK distributor is both an exciting partnership and an important step in our continued commitment to bringing exceptional fragrance houses to the British market.
The heritage is legendary. The vision is new. The future is Kenz De Rasasi.
Kenz De Rasasi is coming to the United Kingdom through Fragrance Forte.
Discover the next chapter of Arabian perfumery.
Fragrance Forte — Official UK Distributor of Kenz De Rasasi.
