Hamidi Shifts Focus to Fragrance Craftsmanship at Tones of Beauty

The transition highlights a strategic move to establish the scents as standalone pillars of modern luxury. By removing alcohol, the brand caters to consumers seeking comfort-focused, high-performance wear, particularly in warmer climates. Alya leans into a bright, citrus-forward profile with bergamot, mandarin, and white peach, while Maysara opts for a deeper, more textured experience featuring litchi, pink pepper, and a base of incense and sandalwood.

Evarist Rego, Business Head of Hamidi, noted that the current showcase aims to deepen the connection between personal identity and scent. By moving away from the runway collaboration with designer Betul Saday, the brand is inviting users to engage with the chemistry of the perfumes as a form of sensory storytelling. This shift underscores a broader trend in the industry where experiential luxury takes precedence over traditional retail displays, focusing on how a fragrance lingers on the skin rather than just its initial impression.