Riiffs, Nusuk and French Avenue – New Arrivals in Arabian Perfumery

Three New Names in Arabian Perfumery on the Rise This Year

Until recently, Arabian perfumery in our region was essentially synonymous with two names: Lattafa and Afnan. Both brands introduced Czech customers to the world of oriental compositions featuring amber, vanilla, and woody bases, and they remain pillars of the market. However, this year's best-selling perfume rankings show that the scene has significantly expanded. Alongside these established houses, three younger brands have come to the forefront – Riiffs, Nusuk, and French Avenue.

The most notable growth is seen with the brand Riiffs. In just one year, it has moved from the fringes of the assortment to become one of the best-selling brands in the entire perfume portfolio, with most of its sales now coming from products launched only recently. Leading the charge is Riiffs Freeze, a unisex perfume that is among the most sought-after items across the entire perfume category – not just within the Arabian segment. This is quite an unusual shift for a brand that was largely overlooked just last year.

Nusuk and French Avenue are growing more slowly, but in different ways. Nusuk focuses on a very narrow collection, with most items being new – the most well-known so far is the Nusuk Ateeq perfume. French Avenue, on the other hand, relies on a broader catalog, with the French Avenue Liquid Brun Eau de Parfum consistently remaining at the top. Each represents a different approach to standing out in today's crowded market.

In the following sections of the article, we will take a closer look at this entire wave. You can expect:

• differences between the new wave and established Arabian houses, in terms of their approach to compositions and the breadth of their collections,
• a profile of each of the three brands, including specific new releases driving their growth,
• a practical guide for choosing your first Arabian perfume without making a misstep.

Whether you already have Lattafa Khamrah at home and are looking for something in the same vein, or you're just about to explore Arabian perfumery, the following pages should provide you with enough information to make a decision. We focus on what's truly reflected in sales over the past few months, not just impressions from perfumery discussions.

How the New Wave Differs from Established Arabic Brands

Arabic perfumery didn't start with us this year. Most customers who reach for it have already experienced Lattafa, Afnan, or Armaf and come with specific expectations: an extensive catalog, distinctive oriental compositions, and a clear division into women's and men's lines. Riiffs, Nusuk, and French Avenue draw from the same tradition but compose it differently. When you compare their offerings to established houses, three differences stand out before you even notice the individual perfumes.

Focus on Perfume Concentration. Established Arabic brands have primarily built their offerings on Eau de Parfum, with pure perfume often being a supplement to the main lines. The new wave flips this: the strongest items from Riiffs and Nusuk are classified as perfumes, and most of French Avenue's new releases follow the same path. A higher concentration of fragrance ingredients results in a richer scent trail and longer-lasting effect, so you usually need fewer sprays. It also means that such a perfume is applied differently—what might be barely noticeable with an Eau de Toilette can be overwhelming in a closed office.

Unisex as the Default Setting. With established Arabic houses, it's common for the same scent to be released in two versions, one for women and one for men. The new wave largely skips this boundary. The best-selling compositions from Riiffs and Nusuk are labeled as unisex, and unisex forms the core of French Avenue's offerings, even though the brand also has items specifically for men. For you, this has one practical consequence: you can choose based on the fragrance family and mood, not the label category. Sweet amber, musk, or woody bases are framed as scents for anyone they suit, and partners often share one bottle without issue.

Fast Pace of New Releases. A difference that most changes the way you shop. Fresh additions make up about two-thirds of the entire offering at Riiffs and Nusuk, and roughly two-fifths at French Avenue. In comparison, established Arabic brands have a share of new releases in the single digits to lower tens of percent, as their catalogs are carried by time-tested classics. Practically, this means that the selection you browsed six months ago looks significantly different today, and the focus isn't on one long-standing bestseller but on several new names at once.

All three characteristics are related to the scope of the offering, which is worth considering before you start choosing:

• Nusuk holds the most compact selection—just under thirty perfumes, which you can browse quickly.
• Riiffs offers several dozen items, a collection that can still be overviewed in one sitting.
• French Avenue has the widest range of the three, but it's still a fraction of what established Arabic houses offer.

Against the hundreds of items you wade through with traditional brands, the new wave presents compact collections. These can be explored without filters, comparison tables, and hours of reading reviews—and it's precisely this market niche that the three new names are targeting. They don't try to replace the brands you've had on your shelf for years. They offer an alternative for times when you want an Arabic composition in a stronger concentration, don't want to worry about whether it's for women or men, and aren't in the mood to navigate a catalog of hundreds of bottles.

Riiffs: New Releases Driving the Brand Forward

Riiffs is currently the fastest-growing name in our Arabic range, and what's interesting is the reason behind this growth. It's not backed by a long history or an extensive catalog built over years, but by a few new releases that have appeared in recent months and quickly found their audience. The brand's offering is quite compact, so you can get familiar with it in an afternoon. We've selected three perfumes that together showcase how Riiffs works with fragrance – from an icy fresh opening to a warm sweetness. All three are available in perfume concentration and in 100ml bottles.

Riiffs Freeze is the flagship of the brand and for most customers, their first encounter with it. It opens with a cool, minty citrus burst that truly feels like a sip of ice-cold water in the first few minutes. The heart is aromatic and lightly spiced, so the scent doesn't stop at freshness, and it settles into a woody base with musk. Thanks to the perfume concentration, it lasts longer on the skin than you might expect from such a fresh opening. Ideal if you like fresh men's and unisex perfumes with a woody undertone and are looking for something for hot days, the commute to work, or sports.

Riiffs Freeze in Flames is a deliberate contrast to the previous scent and one of the brand's newest additions. It works with a similar idea but turns it towards warmth: the top notes are fruity and spicy, the heart relies on warm sweet accords with amber and tonka bean, and the base notes keep the composition on sweet wood. It develops more slowly on the skin than Freeze and is noticeably denser. Suitable if you like spicy and sweeter oriental perfumes and want a scent for cooler months, evenings, or social occasions where you want your fragrance to be noticed.

Riiffs Virtessa is the sweetest and most unisex of the trio. The top notes are fruity and gently sweet, the heart adds a floral line, and the base notes rest on vanilla with musk – resulting in a creamy, rounded finish without sharp edges. This type of fragrance is currently driving the entire segment of Arabic perfumery, and Virtessa is a clear example of it. Ideal if you like gourmand perfumes with vanilla and want to wear them year-round, day or night, regardless of whether you're choosing for yourself or a partner.

When you compare the trio side by side, the differences can be summarized simply:

• Freeze – fresh and cool start, woody finish, works best in warmth and during the day.
• Freeze in Flames – spicy and warm version of the same idea, fits autumn, winter, and evenings.
• Virtessa – sweet, vanilla, and creamy, the most versatile of the trio across seasons.

We intentionally avoid a longer list. These three perfumes cover the entire range of what Riiffs can do, and trying just one of them will let you know if the brand's style suits you. If you're unsure, start with the one closest to a scent you already enjoy – transitioning to a different brand won't feel like a leap into the unknown.

Nusuk and French Avenue: Two Distinct Paths on the Same Wave

The new wave of Arabian perfumery isn't defined by a single name. Within it, you'll find two smaller brands that approach the market in completely different ways. Nusuk maintains a compact collection where almost every piece is fresh, while French Avenue offers a broader range with distinctive oriental and amber profiles. Whether you're drawn to a curated selection or a diverse offering, both feature perfumes that have only recently appeared on the market – making it worthwhile to know where to start.

Nusuk: A Compact Collection Without Unnecessary Extras

Nusuk's portfolio consists of just under thirty items, with new releases making up the majority of the offering. The brand doesn't have an archive of older lines for you to get lost in; what you see on the shelf has been created in recent months. If you're put off by catalogs with dozens of variations of a single perfume, this is the exact opposite approach. The trio below covers the brand's entire current lineup.

• Nusuk Ateeq – the brand's best-selling perfume in our range over the past month, unisex, available in a 100 ml bottle. It often serves as a natural introduction to the brand: most customers categorize Nusuk based on it and only then explore the rest of the collection.
• Nusuk Raqm – one of the latest releases, also a unisex perfume in a 100 ml bottle. It doesn't aim to replace Ateeq but rather expands the collection in a different direction.
• Nusuk Gladius – the second new release and the most striking name within the trio. The name itself suggests a bolder tone, even though the product remains classified as unisex.

French Avenue: A Broader Range with Distinctive Profiles

French Avenue takes the opposite route. The offering is significantly larger, with new releases making up about two-fifths, and the brand maintains a recognizable oriental and amber signature. This means a bit more work in choosing, but also a greater chance of finding exactly the type of fragrance you're looking for. We've selected three pieces that currently represent the brand the most.

• French Avenue Liquid Brun – the brand's long-standing best-seller, an eau de parfum, unisex, 100 ml. It serves as a reference point against which the rest of the range can be easily measured.
• French Avenue Ripple – a new release in perfume concentration, unisex, 100 ml. It is among the main drivers of the brand's current growth.
• French Avenue Nabatieh – the second current new release, again a perfume for both women and men, this time in a 90 ml bottle.

When you place both brands side by side, the main difference is in how much decision-making the offering requires from you. With Nusuk, a short list suffices, where the risk of making a wrong choice is smaller simply because there aren't many variations. With French Avenue, you go through a longer range, but with a clearer guide: if you like oriental and amber tones, the brand sticks to it throughout the collection. Both paths lead to the same result – to contemporary Arabian perfumery, which is no longer a niche affair.

Our Recommendation: Which Perfume to Choose First

Whether you're drawn to the lasting power of a new Arabian perfume or the desire to wear something unique, the first bottle will set the tone. We've selected three introductory tips, each catering to a different motivation. All three are unisex, so you don't need to worry about whether you're buying the perfume for yourself or someone close to you.

Riiffs Freeze: Bet on the Most Popular Newcomer

If you want to start where customer interest is currently highest, go for the Riiffs Freeze perfume in a 100ml bottle. It's the brand's long-standing bestseller and a good example of how the new wave handles concentration: the perfume contains more fragrance oils than eau de toilette, so it lasts significantly longer on both skin and clothing. For a first introduction to the brand, it's the safest choice because you know the scent has already appealed to a large group of people before you.

French Avenue Liquid Brun: For Lovers of Rich Compositions

Do you love dense oriental and gourmand scents in the spirit of Lattafa Khamrah? Then the natural entry point for you is the French Avenue Liquid Brun eau de parfum in a 100ml bottle. It's one of the brand's most prominent items and hits exactly that sweet-spicy spot that has driven Arabian perfumery for the past few seasons. Keep in mind that such rich compositions stand out more in autumn and winter than on a hot summer day, when it's better to apply them more sparingly.

Nusuk Ateeq: A Less Common Alternative

Nusuk is the smallest brand in our trio with the narrowest range, and that's precisely its advantage. The Nusuk Ateeq perfume in a 100ml bottle relies on the same high concentration logic as the previous two tips, but with a much lower chance of encountering it on someone else. If what attracts you to Arabian perfumery is the opportunity to step out of the mainstream, start here.

Choose According to Notes That Are Growing in the Segment

If you can't decide between the three tips, a second criterion can help: olfactory notes. In the latest unisex releases, four ingredients repeatedly appear, and they can help you gauge whether a composition will suit you.

• Musk – a soft, slightly powdery base that keeps the scent closer to the body. It's suitable when you want to soften a bold composition.
• Amber – a warm, slightly balsamic tone. It's responsible for most of the warm impression you associate with Arabian perfumery.
• Patchouli – an earthy, darker note that adds depth. It handles cooler weather and evening occasions well.
• Tonka Bean – a sweet, almond-vanilla trace and a typical building block of gourmand fragrances.

The practical approach is simple: choose one note that resonates with you the most and look for a perfume where it appears in the base notes. The base determines how the fragrance will smell after several hours, at the point when those around you have become most accustomed to it.

You can browse the entire current range of all three brands in the Arabian perfumes category, or among unisex perfumes, where you'll also find options that didn't make it into this selection. It's worth comparing them based on three things: concentration, bottle size, and fragrance family. If you're unsure, start with one of the tips above and choose your next bottle based on how it behaves on your skin.