Touch of Oud Launches at Fragrance Passion in France
Touch of Oud, the Dubai fragrance house that reinterprets oud for today's perfume lovers, is now available at Fragrance Passion, a network of niche perfumeries in western France. The launch was structured by Beauty Expert Consulting.
Lemar, Al Majd, Salwan and Jelood, Extraits de Parfum. Images: Touch of Oud.
A niche perfumery network across western France
Fragrance Passion presents itself as the French leader in niche perfumery. Its boutiques cover the west of France: Nantes, Rennes, Angers, Tours, La Rochelle, Vannes, La Baule and Brest, with an online shop serving the whole country.
Its selection brings together prestigious houses and carefully chosen new creators, from Creed and Roja to Nishane and Alexandre.J. For Touch of Oud, it means being presented by expert advisors to a clientele that actively looks for rare, high-concentration fragrances.
A Fragrance Passion boutique. Photo: Fragrance Passion.
Who is Touch of Oud?
Touch of Oud was founded in Dubai around 2016 by Abdullah Almarzooqi, who opened his first fragrance shop in the late 1990s and started blending pure oud into international perfumes. The house celebrates its tenth anniversary in 2026.
Its philosophy: show that quality oud can be refined and versatile, not only heavy or traditional. The collection spans Extraits de Parfum such as Jelood, selected among Fragrantica's best fragrances of 2025, as well as bukhoor, burners and home fragrances. Each Extrait comes in a sculpted glass bottle topped with an engraved gold cap, a signature that stands out on a niche perfumery shelf.
Why oud is winning in French niche perfumery
A new olfactory territory: French niche clients, familiar with Western compositions, are looking for depth and character that oud naturally brings.
High concentration, long wear: Extraits de Parfum answer the demand for fragrances that last and leave a trail.
Authenticity: a house born in Dubai, founded by an oud specialist, offers a credibility that niche perfumery clients value.
How Beauty Expert Consulting built the launch
Retailer targeting: identifying Fragrance Passion as the right niche network to extend Touch of Oud beyond Paris.
Negotiation: structuring the listing with the Fragrance Passion team.
Assortment: selecting the Extraits de Parfum best suited to a French niche clientele.
Launch coordination: aligning brand, boutiques and logistics across the network.
Part of a wider European rollout
Fragrance Passion follows the debut of Touch of Oud at Galeries Lafayette Champs-Élysées in Paris. With Beauty Expert Consulting, the house has also opened doors at Julia perfumeries in Spain and Missala in Poland.
From the Champs-Élysées to western France, Touch of Oud is building a real presence in European niche perfumery.
FAQ
Where can I buy Touch of Oud in France?
Touch of Oud is available in Fragrance Passion niche perfumeries across western France, at Galeries Lafayette Champs-Élysées in Paris, and on touchofoud.com.
What are Touch of Oud's signature fragrances?
The house is known for its Extraits de Parfum such as Jelood, Trat, Aghla, Al Majd, Lemar and Salwan, alongside bukhoor and home fragrances.
How can a fragrance brand get listed at Fragrance Passion?
A distinctive olfactory signature, a clear niche positioning and a structured launch plan make the difference. Beauty Expert Consulting supports brands from retailer selection to launch.
Launching your fragrance brand in France or Europe?
Beauty Expert Consulting opens the doors of Europe's leading retailers for premium beauty brands. Discover how we launched Lattafa in 420 Druni stores in Spain, Aurezzi at Prince Pharmacy in London, and read our Cosmetics 27 case study.
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