Navitus Parfums

Navitus Parfums is a niche luxury fragrance house founded in 2019 by Hayan Merchant, who serves as its founder and chief executive [4]. Sources differ on where the brand belongs: an MENAFN report describes it as "imagined in the UAE and crafted by master perfumers from France," placing its origins in the Emirates and its base in Dubai [4], while the brand's own account centres on a debut in the United States, where its first collection sold out in New York within twelve hours. The house remains active, with new releases continuing through 2025.

The company positions itself in the upper, niche end of perfumery, working with established "noses" and concentrating on extrait de parfum and eau de parfum. Its tagline is "Wear it for life. Wear it for infinity."

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

According to a profile on the brand's leadership page, Hayan Merchant left a career in a family business conglomerate to pursue what the company calls a childhood dream. He spent two years studying with perfumers to learn about ingredients, and a visit to the rose fields of Grasse in France is described as the moment that fixed his decision to start the house. He founded Navitus Parfums in 2019 [4]. The brand's full legal records list the founder as Muhammad Hayan Merchant. Merchant has been ranked by The Times in its "Power 25 — Shaping the future of Middle East Business."

The creative direction is led by Steven Gavrielatos, described on the leadership page as the most-followed fragrance expert in the United States, with more than 200,000 followers across his channels, a place on Fragrance Foundation judging panels, and a 2018 nomination for a YouTube channel award.

Navitus Parfums introduced its inaugural collection of seven fragrances in 2019. The launch drew early attention when the entire run sold out within twelve hours in New York [4]. In 2023 the company received the "Up and Coming Niche Perfumery Brand of the Year" award in the United States [4]. The following year it staged a regional launch in Dubai, which Merchant framed as a natural home for the brand given the city's appetite for luxury. Around the same period, Arabian Business reported that the house had announced an AED 60 million expansion across 25 cities in the Middle East [6].

The company describes itself as a niche house built to create distinctive scents that reflect elegance and individuality, using what it calls only the most precious ingredients in perfumery [2]. It frames fragrance as personal and emotional — "an extension of one's personality" — and says its range stretches from fruity florals to gourmands and heavier, boozy compositions intended to appeal across the niche-fragrance audience [2]. Navitus also states that it focuses on developing clean and sustainable fragrances, though it publishes no specific certifications to that effect.

A recurring theme in the brand's own materials is its collaboration with named perfumers. The roster it features includes Dominique Ropion, Bertrand Duchaufour, Julien Rasquinet, Sidonie Lancesseur, Olaf Larsen and Christian Carbonnel, among others — figures who have also composed for established fragrance houses.

The house works chiefly in higher concentrations, listing both extrait de parfum and eau de parfum, alongside candles, travel and gift sets, and a hair-and-body line. Its catalogue has grown to roughly 77 fragrances released between 2019 and 2025 [5]. Named releases include Xenial, Amorous Intense, Baklava Royale, Absolutio and Vivamor, with later additions such as Vanilla Éclat in 2024 and Emanuel New York in 2025 [7]. Merchant has attributed the brand's character in part to using a high concentration of pure perfume oils in its compositions.

The brand's principal accolade is the 2023 "Up and Coming Niche Perfumery Brand of the Year" award in the United States. Its Dubai launch was covered by MENAFN, and its Middle East expansion plans were reported by Arabian Business [6]. The house is also catalogued on the fragrance database Fragrantica, which lists its releases and the perfumers behind them [5].

Navitus Parfums is active. Industry listings record continuous new releases through 2025, and the company has reported plans to expand its retail presence across the United States and the Middle East [6]. It operates its own direct-to-consumer site and is also carried by various niche-fragrance specialty retailers.