Lattafa now sells in more than 120 countries. Ten years ago most British buyers had never heard the name.
The house was founded in 1980 in Sharjah, one of the emirates of the UAE, and it is still family run, now into a third generation. The name comes from two Arabic words, Latif and Lateefa, meaning kind and pleasant. It began the way most Gulf perfume houses begin, making attars and oud-based oils in the traditional style, then moved into spray bottles for a wider market.
What changed everything was TikTok. Around 2022 a run of Lattafa scents went viral, led by Khamrah, a warm blend of cinnamon, dates and vanilla that people kept comparing to bottles costing five times as much. Asad, a spiced scent with oud, saffron and amber, did the same for the men's side. The pitch was simple. Big, rich, long-wearing perfume at a price that felt like a mistake.
The part worth saying plainly. Lattafa is a manufacturer at enormous scale, and scale is exactly why it can price the way it does. That means the same style shows up across many bottles, and batch can vary. When one scent sells in the millions, quality control is a moving target, so two bottles of the same name do not always smell identical. Buy on the current batch, not the hype video from two years ago.
If that spiced and sweet Gulf style is what you want: our Now Wave (our take on Lattafa Now Rave) is a UK-made spray at 35% concentration. See more in the Lattafa collection.
