The article discusses the rising popularity of Arabic perfumes, particularly highlighting the ARMAF brand, which has gained significant attention from celebrities such as Saúl 'El Canelo' Álvarez and Luka Modric. Founded in 1998 in Dubai by Sterling Parfums, ARMAF has established itself as one of the leading producers of Arabic fragrances, known for its acclaimed product, Club de Nuit Intense Man, which won a prestigious award from BeautyWorld Middle East.

Ali Asgar Fakhruddin, the brand owner, is depicted as a key figure behind ARMAF's success, having followed his father's advice on building a successful business. The article emphasizes his connections to the Fakhruddin family and highlights his professional background, which is rooted in the UAE. Through his leadership, ARMAF has not only gained commercial success but has also contributed to elevating the global recognition of Arabic perfumes.

With Arabic fragrances gaining a foothold in international markets, the article suggests that this trend reflects a broader cultural appreciation for the scents and craftsmanship that these products embody. The growing interest from high-profile personalities could indicate a shift in consumer preferences towards more exotic and culturally rich fragrance options, positioning Arabic brands like ARMAF at the forefront of a new trend in the global beauty industry.