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Omani luxury fragrance house Amouage’s retail sales surpassed $300 million in the third quarter 2025, a year-over-year surge of 73 percent, according to results shared exclusively with The Business of Beauty.
The brand continued its 2025 trajectory with growth across all markets: The biggest lifts came from the Middle East and African markets, while growth in Europe reached 71 percent, Amouage chief executive Marco Parsiegla told BoF. Sales in the Americas were up 61 percent, a slight decline from the 69 percent growth reported back in August.
Amouage’s hero franchise, including the $395 Guidance Eau de Parfum, more than doubled in sales, while the brand’s $550 Exceptional Extraits collection also showed impressive growth — almost tripling sales from its launch in Jan. 2025.
Online sales grew by 101 percent, which the company attributes in part to high engagement rates on its social media content. Chief creative officer Renaud Salmon said the company puts out about 50 new assets each day. “We can literally put messages out there like, ‘today, we are producing this batch,’ to see it from a craft point of view,” he said.
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Boutique sales were up 59 percent, and are part of an experience-driven approach. “They are built for meaning, not for momentum,” Parsiegla said. “But they have paid back because, actually, they’ve become such a magnet that then the turnover comes.” Amouage currently operates 21 boutiques, including spaces in Shanghai and Saudi Arabia that opened this quarter. The brand plans to expand its US presence from two boutiques to six, and has also installed over 100 back walls and gondolas globally in retailers partners like Harrods in the UK and Hyundai Duty Free in Seoul over the last year.
L’Oréal, who recently announced the acquisition of Kering’s beauty brands including Creed fragrances, acquired a minority stake in Amouage in February 2025, though the brand is not altering course.
“Nothing has changed in our operating system as such,” said Parsiegla. “And why should it? The numbers are pretty phenomenal.”
Additional reporting by Priya Rao
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