The Scent of Eid
It all started with an Uber ride, rose oil and a curious passion for the rich traditions of fragrant rituals...
Four years ago, a conversation in a taxi quietly shaped what would become one of the most important parts of our brand.
It was late afternoon, leaving the studio. As I got into the car, there was a scent already present - soft, warm, unmistakable. Rose. Not floral in the way we often encounter it in fragrance, but deeper, more oil-based, closer to skin and memory than to perfume.
The driver asked what I did for work, and when I mentioned fragrance, he smiled and pointed to a small vial. Rose oil. Something he wore daily, but especially during Eid.
What followed was a conversation that stayed with me long after the journey ended. He spoke about scent not as an accessory, but as something intrinsic to ritual - something worn, shared, remembered. It wasn’t about trends or layering or performance. It was about presence. About marking a moment.
That conversation sparked a deeper curiosity.
Scent as Ritual
In many traditions, and particularly around Eid, scent plays a quiet but powerful role. It’s part of preparation. Of gathering. Of atmosphere. Incense burning in the background, oud worn on the skin, rose oil passed between hands.
These are not just fragrances - they are signals of occasion.
We began to explore this more intentionally. Not to redefine a tradition, but to understand its essence. To ask:
What does Eid feel like through scent?
The Beginning of Our Eid Collection
Our first year was small.
We were venturing into a new space, excited to bring a unique gifting collection to Eid, but also aware of the importance of the moment. It was never about imposing something new, but about learning - about entering a traditional space with respect and curiosity, and offering something considered.
That first collection was a starting point.
A Collection That Has Grown Over Time
As we’ve grown, each year has brought deeper meaning.
Through continued exploration, we’ve come to understand more about the role of scent in ritual, the significance of specific notes, and the importance of colour, symbolism, and detail during this time.
Each collection has evolved, not just in scale, but in intention.
We’ve explored richer scent compositions, more nuanced interpretations of traditional notes, and developed colour palettes and symbols that resonate more closely with the moment.
Our Approach to Scent
At the heart of each Eid collection are notes deeply connected to the occasion:
- Oud - grounding, warm, expansive
- Incense - atmospheric, ceremonial
- Rose - intimate, familiar, deeply human
We don’t seek to replicate tradition directly. Instead, we interpret, creating an annual, limited edition fragrance that sits within the spirit of Eid, rather than simply referencing it.
Designing in the Spirit of Eid
Our approach has always been considered and restrained. It’s not about surface-level decoration, but about creating something that belongs within the moment.
Every element, from scent to structure to detail, is part of the process. As the range has grown, so has the opportunity to expand within this process, offering more detail and bespoke design as support for this special collection grows.
2026: Our Most Considered Collection Yet
The 2026 Eid Collection marked our most ambitious exploration to date.
Built around "The Gilded Crescent", this collection allowed us to extend further than ever before - both in concept and execution.
For the first time, we introduced:
- custom-designed packaging
- bespoke tassel detailing, developed specifically for the collection
- a more cohesive and elevated expression of the theme
This was not just an evolution in design, but in our ability to bring together everything we had learned over the years - from scent to symbolism to form.
A Continued Exploration
What began as a single conversation has become an ongoing journey.
Each year, the Eid Collection allows us to return to these questions. To explore, refine, and create something that resonates more deeply with the moment.
That short journey, and that conversation about rose oil, remains at the heart of how we approach Eid today.
A reminder that scent is not just something we create - it’s something we experience, carry, and return to - especially in moments that matter.
