Asdaaf

Asdaaf is a fragrance brand based in the United Arab Emirates and owned by Lattafa Perfumes Industries L.L.C., the Dubai-based perfume group [3]. It sits in the affordable tier of the Lattafa portfolio, offering Arabian-style compositions built around ingredients such as oud, musk, amber and rose at low price points. The line remains active: new Asdaaf scents have been catalogued every year between 2020 and 2025, and the brand's page on Lattafa's official site still lists a dozen or more current products.

The brand's exact starting point is not settled. One editorial source dates Asdaaf's launch to 2016 [8], while the fragrance database Fragrantica records its earliest catalogued release as 2020 [3]. The two can be reconciled if the line existed regionally from the mid-2010s before its releases were indexed internationally, but the 2016 figure rests on a single editorial reference and the brand's own site publishes no founding year.

Asdaaf is a sub-brand of Lattafa Perfumes Industries L.L.C., a family-run company headquartered in Dubai. Editorial sources describe Lattafa as a third-generation business; according to one account it was founded in 1980 by Sheikh Shahid Ahmad and Shoaib Iqbal [4]. Other sources give a different year — one retailer history attributes the founding to Sheikh Shahid Ahmad "way back in 1982," and notes that the Lattafa-branded line itself launched in 2012 [5]. The discrepancy is a parent-company matter rather than an Asdaaf one.

The parent group's official material does not mention Asdaaf by name, even though the brand appears in the site's navigation and is repeatedly attributed to Lattafa by independent trade and retailer sources. The same omission applies to several other Lattafa-owned lines, including Maison Alhambra, VURV and RAVE. Within that portfolio, Asdaaf occupies the value end alongside sister brands such as Lattafa Pride, Niche Emarati, VURV and RAVE.

Asdaaf is positioned as the "modernity meets tradition" line within the Lattafa range, described by one UK retailer history as "inspired by classic Arabian ingredients but presented in a contemporary form" [6]. A niche fragrance retailer characterises it as "a house of authenticity, elegance, and timeless aroma" that blends traditional oud, florals and oriental accords with a modern twist. The brand emphasises strong projection and long wear suitable for both daily use and special occasions.

Pricing is a central part of the proposition. Products on the brand page span roughly AED 7 to AED 130 across sizes. According to commentary citing Fragrantica, Asdaaf can undercut European oud houses because it sources oud regionally in the United Arab Emirates and uses concentrated compositions — framed as a different cost structure rather than a reduction in quality [3]. The audience is generally described as fragrance enthusiasts seeking Arabian scent profiles at accessible prices, often as an entry into UAE perfumery.

Asdaaf's range covers perfumes, oils, sprays and hair mists, drawing on ingredients including oud, musk, amber, saffron, rose, jasmine, vanilla and spices. Its most-cited products are the paired releases Ameer Al Arab and Ameerat Al Arab, both launched in 2022 [9][10]. Ameer Al Arab is a unisex scent with notes of jasmine and honeysuckle over lavender, pepper and saffron, with reported longevity of more than nine hours; Ameerat Al Arab is a floral women's fragrance built on white musk, jasmine, woody notes and oud. This masculine–feminine pairing is the duo most consistently listed in roundups of the wider Lattafa portfolio.

Other releases include Yaqeen (2021), a men's scent listed on Fragrantica under both the Asdaaf and Lattafa Perfumes headers; Sa'ud and Ameer Al Arab Imperium, both from 2024, which expanded the men's woody-aromatic range; and Raneen (2025), a floral fruity gourmand for women. The brand's continuing release cadence places it firmly within the contemporary wave of Arabian fragrance that drew wider attention to its parent group.

Asdaaf reaches its market through the parent group's distribution network. Lattafa states that it sells in more than 120 countries, supported by over 2,000 trade partners domestically and internationally [2]. Manufacturing is described as taking place in-house in the United Arab Emirates.

Asdaaf is active. Its most recent Fragrantica-catalogued release, Raneen, dates to 2025, and the designer page notes newer editions from 2026, indicating an ongoing release schedule [3]. The brand maintains a current catalogue on Lattafa's official site, and multiple 2024 editorial features confirm its continuing presence as a Lattafa sub-brand.