a glimpse of the past
AgarwoodHistorically known as oudh, is an oxygenated resinous wood that comes from the Aquilaria tree, whose bark releases fragrant aromatic compounds when infected by a specific fungus. People have cherished this precious commodity for millennia, but its cultural appreciation is greatest in Arab countries. Its history dates back more than two millennia. It has been used in religious ceremonies as well as incense and as part of traditional medicine.
This indeed made Oudh a part of social and religious practices during the Islamic Golden Age, crossing old trade routes and spreading its charm far beyond the borders of its Middle Eastern birth. Indeed, over time, the gemstone of this region evolved into a worldwide phenomenon that captured the attention of fragrance admirers everywhere.
A global renaissance
Recently, Oudh has seen an incredible resurgence. There could be many reasons for this—the love for distinctive fragrances and the craving for authentic, natural products. Ankit Agarwal of Mysore Deep Perfumery House links its popularity to its past. He says, “Oudh, which impresses the senses with its depth and grandeur, is making a comeback in vanity boxes across the world. Its charm, coming from Arabic culture, transcended borders, leading to various interpretations in the perfume industry.”
According to Aggarwal, contemporary consumers need fragrances that have a history and that’s where Oudh is. It is rich and complex in its nature, ranging from musky to floral scents, so it is quite versatile. That’s why Oudh became the most valuable perfume in the world.
Earlier, in an interview, Abdulla Ajmal, Business Mentor and Perfumist at NHA Division, Ajmal & Sons – India, made headlines when he claimed that, “The trend that is going on and will continue to grow is the Oudh trend. Over the last few years, brands are using Oudh not just as a name but also as a raw material. Oudh as a raw material in fragrances can cost more than 50 per cent of all other ingredients put together. Yet, customers are willing to pay more for it because it contains real Oudh.”
Well, looking at the current trend, the prediction made by Ajmal was correct.
Dominance of Middle Eastern fragrances
What gives the Middle East fragrance market its longevity is that it has been at the forefront of gaining popularity. In Saudi Arabia, the UAE and Oman, super premium Perfume are part of everyday life. Culture has incorporated Awadh in many places – it is used to welcome guests or for grand ceremonies.
Its warm, woody and sweet fragrance appeals to both men and women. Oudh breaks all barriers of acceptance and is attracting audiences from the western countries as well as the culture is increasingly opening up to it.
Celebrity influence and global impact
Oudh has garnered headlines from both international and Indian celebrities, all of whom have praised its strong, alluring scent, no matter what form it is available in. Global celebrities such as Rihanna and Jay-Z have also taken it a step further by creating perfumes using Oudh as an ingredient, where Jay-Z’s Gold and Rihanna’s Rebel Fleur use Oudh as their main high-end ingredient. Endorsements like this have helped popularise the ingredient towards mainstream acceptance, attracting a mass market that can appreciate the depth and complexity.
Many Indian celebs have also taken the Oudh route.. Shahrukh Khan, or simply SRK, a title given to him for winning the label “King of Bollywood”, endorses many of Oudh’s fragrances, thus only underlining its royal appeal. Priyanka Chopra Jonas also promotes Oudh in her perfumes across various brands, thus introducing its fragrance to her fans across the world. This popularity of Oudh’s luxury and cultural essence, along with its easy-to-understand marriage of old traditional fragrances with modern lifestyle, makes it very popular among many.
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The Scent Revolution
Oudh has revolutionized fragrance. While people continue to experiment with new, niche fragrances, most house perfumes contain oudh. Luxury brands like Tom Ford and Creed now create dedicated lines for the product, and smaller niche houses are trying their hand at unique creations.
This also extends to the layering of fragrances, wherein individuals can mix Oudh with other fragrances according to their preference. Oudh is quite versatile and can be customized in a variety of ways to suit tastes, so it is appealing to a wide audience.
Cultural Appreciation Through Scent
But beyond its novelty, Oudh’s allure also lies in its important role in cultural celebrations. In many Middle Eastern cultures, lighting Oudh is a symbol of welcoming guests and marking special occasions. Brands have taken cognizance of this with a festive series centered on Oudh. “This renaissance has not only fueled the global fragrance revolution, but also inspired us to launch a festive series centered around this rich, time-honored fragrance,” claims Aggarwal.
These products, incense sticks, perfumes etc., are perfect for festive use as they are sold while preserving the cultural heritage associated with Awadh.
The cross-cultural charm of Awadh
Oudh also has cross-cultural appeal. While in the West, synthetic fragrances have been the norm in recent times, there is a growing appetite for authenticity and some depth. While perfume consumers demand more natural ingredients, Oudh’s deep history and production methods resonate with customers craving true experiences.
For example, Asia and Africa have rapidly growing and ever-expanding luxury markets, with ready buyers willing to shell out big bucks for the most unique, most expensive perfumes available on the market. Oudh perfectly cements this myth and thus becomes the ultimate luxury ingredient for brands targeting emerging markets.
Sustainability and Ethical Sourcing
As the demand for agarwood is increasing, the environmental problems caused by its harvesting are also increasing. Therefore, people are working on safer ways of producing agarwood. Nowadays, many brands are struggling towards making agarwood durable Tree plantation in an effort to save Aquilaria trees as well as the ecosystem they live in. This commitment will ensure that not only the environment will be protected but Avadh will also be available for future generations.
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Oudh perfume is a return to the world of perfumes, combining the desires of the modern consumer with many elements of ancient traditions. In Arabic culture, it all began with centuries-old significance; today, it has become one of the most loved perfumes around the world, and it has truly regained its crown in high-end perfumes.
As Ankit Agarwal mentions in an apt commentary, “Oudh has always been appreciated for its deep, royal scent, traditionally rooted in Arabic culture. Now, as it has become famous across the world, brands are adapting it to suit changing global tastes.” The profound and fascinating stories of Oudh make it one of the most famous perfumes loved for centuries, calling us all to embrace this beautiful fragrance.
