For decades, the assumption in Western perfumery was that the best oud fragrances came from European niche houses charging European niche prices. A wave of ambitious Middle Eastern brands has spent the last few years proving that wrong, and few have done it more convincingly than Gissah. Its Imperial Valley has become a genuine word-of-mouth phenomenon, the smooth, premium oud that punches far above its bottle.
It belongs to a new generation of Gulf perfumery.
The new wave of Arabian luxury
Gissah is a premium Arabian perfume house that emerged around 2020, part of a new generation of Gulf brands making polished, Western-friendly orientals. Rather than rely purely on traditional attar-makers, Gissah worked with trained French perfumers, Philippine Courtière and Théo Belmas among them, to give its rich oud-and-amber compositions a contemporary finish. The result is fragrances that feel as refined as European niche but come from the heart of the oud tradition.
Smooth oud, bottled
Imperial Valley, launched in 2021, is the one that made the brand's name. It opens bright and peppery, Sicilian bergamot and pink pepper over a green davana, then settles into its real character: a smooth, clean oud wrapped in white amber and a touch of rosemary, grounded by leather, musk and Haitian vetiver. It is an oud for people who find traditional oud too challenging, polished and wearable rather than smoky and medicinal, which is exactly why it crossed over.
What it actually smells like
Clean, smooth oud and amber with a fresh, peppery lift and a soft leather base. It is refined and slightly sweet rather than harsh or animalic, the kind of luxurious-smelling fragrance that reads expensive without trying too hard. It is unisex, projects well and lasts a long time, and works in almost any setting from the office to a night out. It is approachable luxury in a bottle.
The £195 question
A bottle of Imperial Valley sits around £195 in the UK. By the standards of European niche that is already a relative bargain, a large part of its appeal, but it is still a meaningful spend, and its popularity means the smooth-oud signature is increasingly familiar.
Which is the reason an alternative market exists. People love the polished oud of Imperial Valley and want it for even less, with the longevity locked in.
Imperial: the 35% interpretation
This is where we come in, and we will be straight about what we are. Our Imperial is Aromara's interpretation of that smooth-oud character, not a counterfeit and not a Gissah product. It carries no branding and makes no claim to be the original. It chases the part that matters: the bergamot, pink pepper and davana opening, the oud, white amber and rosemary heart, and the leather, musk and vetiver base.
The difference is in two numbers. Ours is built at 35% extrait concentration, roughly double a standard eau de parfum, so the oud and amber hold for seven hours or more rather than fading by lunch. And it costs £4.99 for a 5ml to test it properly, against £195 for the original. We guarantee the wear time in writing, with 60 days to send it back for a full refund if it does not last.
Our guide to extrait de parfum explains why concentration matters, and the strongest perfume dupes in the UK shows where our range sits. If you love a smooth oud, the story behind Initio Oud for Greatness is a natural next read, and our Oud Elite is another to try.
Frequently asked questions
What is Gissah Imperial Valley?
It is a smooth oud-and-amber fragrance launched in 2021 by Gissah, a premium Arabian house that works with French perfumers including Philippine Courtière and Théo Belmas.
What does Imperial Valley smell like?
A clean, refined oud: bergamot, pink pepper and davana up top, smooth oud with white amber and rosemary in the heart, and a base of leather, musk and Haitian vetiver.
Is Aromara's Imperial the same as Gissah?
No. It is an independent composition inspired by the same character, built at 35% extrait for longevity and sold at a fraction of the price. It is not affiliated with Gissah.
Aromara is an independent UK fragrance house. Our fragrances are original compositions inspired by the character of well-known designer scents. We are not affiliated with Gissah, and all trademarks belong to their respective owners. Every Aromara fragrance is made in the UK at 35% extrait concentration, with a 7+ hour longevity guarantee and a 60-day money-back promise.