On April 16, 2025, flavor and fragrance company IFF announced the opening of its Scent Dubai Creative Center. This 2,000-square-meter space is an addition to the company’s existing facility in the Dubai Science Park Laboratory Complex.
“The Middle East is a key market for IFF’s global growth,” said chief executive officer Erik Fyrwald. “It’s expected to top $7 billion by 2034, thanks to greater online access, increasing disposable income, strong demand for luxury and long-standing cultural ties to smell. The Dubai Creative Center will strengthen our ability to continue winning with customers by delivering leading innovative solutions for local tastes in fine and consumer fragrance even faster.”
The Dubai Creative Center will feature a perfumery art studio for co-creation with customers, a majlis (traditional Middle Eastern sitting room) and an academy for perfumery training. The company hopes that this facility will cater to the region’s unique consumer demands and allow accelerated speed to market. Further, the facility is equipped with a semi-industrial production robot and other cutting-edge technology and resources.
“Our new creative center features a significant number of evaluation booths for all scent categories, from fine fragrances to home, fabric and beauty care, along with a full suite of advanced fragrance technologies,” said Ana Paula Mendonça, president of IFF Scent. “This enables our experts to craft fragrances that excel in desirability, superiority and performance, ensuring every scent solution perfectly addresses different consumer touchpoints.”
