About Us

About Latif Fragrances

Our Story

Born from a deep love of scent and a passion for bringing the world's finest fragrances to the UK, Latif Fragrances was founded with a singular vision: to make luxury accessible without compromise.

Based in the heart of Birmingham, we are a family-rooted business with a global nose — curating the most captivating Arabian and Western fragrances under one roof. From the smoky depths of oud to the crisp elegance of French-inspired florals, every bottle we carry tells a story.

Our Mission

At Latif Fragrances, our mission is simple: to connect people with scents that move them. We believe fragrance is more than a product — it's an experience, a memory, an identity. That's why we go beyond the ordinary, sourcing only the finest collections from trusted houses across the Middle East and beyond.

What Makes Us Different

We sit at the crossroads of two great fragrance traditions. Our curated collection brings together the richness of Arabian perfumery — iconic houses like Ard Al Zaafaran, Nabeel, Al Rehab, and Rasouf — alongside contemporary Western-inspired lines including Assaf, Surrati, Laverne, IBRAQ, and French Avenue.

Whether you're drawn to long-lasting oriental blends, fresh aquatics, or the sacred warmth of bakhoor and oud, you'll find it here — thoughtfully selected, authentically sourced.

Our Curation Philosophy

Every fragrance in our collection is chosen with intention. We ask: Does it last? Does it captivate? Does it offer something truly special?

We don't chase trends — we curate timeless. From our 10ml travel-size perfumes to our luxurious gift sets and artisan bakhoor, each product is selected to meet the highest standards of quality, longevity, and character.

The Team Behind the Brand

We are a small, dedicated team based in Birmingham, united by our obsession with exceptional fragrance. We take pride in offering a personal, knowledgeable service — whether you're a seasoned collector or discovering your signature scent for the first time.