Saoud AlKaabi Launches SHK III and SHK IV Fragrances
At Beautyworld Middle East 2025, Saoud AlKaabi, an Emirati innovator, introduced two new fragrances, SHK III and SHK IV, expanding his renowned SHK Collection. These launches signify a pivotal moment in AlKaabi’s journey, emphasizing the power of scent to foster connections and celebrate cultural diversity.
The Essence of the SHK Collection
The SHK Collection is rooted in the rich heritage of the UAE and reflects AlKaabi’s vision of global unity through fragrance. Each scent is designed to tell a story of connection, where diverse cultures converge. With SHK III and SHK IV, the collection evolves to encapsulate feelings of belonging and identity, inviting wearers to embark on olfactory journeys that transcend geographical boundaries.
AlKaabi expressed his passion for creating fragrances that resonate with people worldwide. “Everyone loves perfume,” he stated during the unveiling. “We started small, but now we’re thinking bigger; we want to take something from the UAE to the world.” This sentiment encapsulates the brand’s ethos, which is centered around identity, belonging, and the emotional power of scent.
Exploring SHK III and SHK IV
SHK III: A Fragrance of Unity
SHK III is characterized by its harmonious blend of notes. It opens with fresh bergamot and berry, transitions into a heart of lily and ginger, and concludes with a warm base of patchouli, oak, and Akigalawood. This fragrance embodies modernity and balance, reflecting the concept of unity through its carefully crafted composition.
– **Top Notes:** Bergamot, Berry – **Heart Notes:** Lily, Ginger – **Base Notes:** Patchouli, Oak, Akigalawood
SHK IV: A Fragrance of Indulgence
In contrast, SHK IV exudes sophistication and luxury. It begins with bright notes of bergamot, mandarin, and pink pepper, leading into a rich heart of jasmine, saffron, orange blossom, and cashmere. The fragrance culminates in a deep base of oud, leather, amber, and vetiver, creating a scent that is both fresh and opulent, celebrating refinement and worldly elegance.
– **Top Notes:** Bergamot, Mandarin, Pink Pepper, Nutmeg, Elemi, Honey – **Heart Notes:** Jasmine, Orange Blossom, Cinnamon, Cashmere, Saffron, Patchouli – **Base Notes:** Pear, Raspberry, Violet, Leather, Musk, Oakmoss, Amber, Oud, Vetiver
Each ingredient in these compositions is selected not only for its fragrance but also for the cultural narratives it represents. Evarist Peter, Director of Business Development Strategy at ARMAF, emphasized the emotional connections behind the notes, illustrating how they reflect AlKaabi’s personal experiences and cultural heritage.
The Innovative Launch Experience
The unveiling of SHK III and SHK IV took place within ARMAF’s immersive “Refracted Time” installation at Beautyworld Middle East 2025. This striking setup featured eight hero perfumes suspended in mid-air using Levita anti-gravity technology, surrounded by a mesmerizing display of white lasers and mirrored columns.
This innovative environment transformed the fragrance experience into a multi-sensory journey, where visitors could engage with the scents in a captivating atmosphere. The installation was not merely an exhibition; it was a performance that showcased the artistry of SHK, inviting guests to explore the evolving nature of fragrance.
A Growing Global Brand
Following the success of SHK I and SHK II, the SHK brand is expanding its reach in major markets, supported by growing retail partnerships and enthusiastic consumer reception. The introduction of SHK III and SHK IV reinforces the brand’s identity as a cultural bridge, connecting creativity with global audiences.
Peter noted the pride in being a Made in UAE brand and the excitement surrounding the collaboration with AlKaabi. “In just one year, we’re now in 24 countries, from the US to Russia and Kuwait,” he revealed. The ambition is to extend the brand’s presence to 200 countries, reflecting the diverse nationalities represented in the UAE.
This growth story is not just about business; it embodies authenticity and shared values. AlKaabi’s humanitarian efforts, particularly his work with the Red Crescent, add depth to the brand’s narrative, making the fragrances symbols of connection and compassion.
Design and Accessibility
The SHK line is designed to embody elegance and simplicity. The minimalist bottles symbolize strength and serenity, serving as a gateway to the fragrances within. Priced around $100, the SHK range aims to be luxury made accessible, allowing a broader audience to experience the scents.
To enhance accessibility, ARMAF introduced compact 10ml tester versions of the fragrances, making them easy to carry and perfect for travel. This approach aligns with AlKaabi’s belief that fragrance should be an inclusive art form, transcending borders and cultures.
Future Directions
As the SHK Collection continues to grow, it remains committed to its core vision of creating fragrances that reflect shared emotions and the beauty of diversity. Future plans include entering new markets, forging collaborations, and innovating in sensory storytelling, ensuring that SHK stays at the forefront of modern perfumery.
The ARMAF stand at Beautyworld was a testament to this ethos, showcasing the intersection of craft and creativity. From the captivating displays to the emotional resonance of the fragrances, the experience highlighted a brand deeply rooted in Dubai’s identity while resonating globally.
AlKaabi’s journey from a beloved Emirati figure to an international fragrance creator mirrors the evolution of Dubai itself: bold, inclusive, and visionary. “We wanted to create something that bridges nationalities through fragrance,” he shared, encapsulating the essence of the SHK Collection.
FAQs
What inspired Saoud AlKaabi to create the SHK Collection?
Saoud AlKaabi aimed to express global unity through fragrance, using scent as a medium to connect diverse cultures and celebrate shared humanity.
How do SHK III and SHK IV differ in their fragrance profiles?
SHK III focuses on harmony and connection with fresh and earthy notes, while SHK IV embodies sophistication and luxury with rich, opulent scents.
Where can consumers purchase the SHK fragrances?
The SHK fragrances are available through various retail partnerships, with plans for expansion into more markets to increase accessibility.
Conclusion
Saoud AlKaabi’s unveiling of SHK III and SHK IV at Beautyworld Middle East 2025 marks a significant milestone in his fragrance journey. With a commitment to cultural connection and inclusivity, the SHK Collection continues to evolve, inviting a global audience to experience the artistry of scent. As the brand expands its reach, it remains dedicated to its mission of bridging cultures through the universal language of fragrance.
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