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Rasasi expanded its globally recognised Hawas collection with the introduction of Hawas Gold Digger, an eau de parfum that builds on the line’s distinctive energy while shifting toward a warmer, richer profile. The fragrance opens with a blend of pear, lavender, bergamot and mint before developing through a heart of cinnamon and sage into a base of vanilla, amber, patchouli and cedarwood. According to the company’s announcement, the scent offers a fougère-inspired structure intensified by spicy elements and anchored by woody accords, positioning it as a versatile choice for layering or standalone wear.
The official unveiling took place on Aug. 14 at La Perle in Dubai, drawing influencers, media personalities, fragrance creators and Indian actor Riteish Deshmukh. Rasasi described the evening as centred on contemporary fragrance, entertainment and self-expression, reflecting the brand’s strategy to engage diverse international audiences. The launch event coincided with the fragrance becoming available at select retailers even as it had not yet appeared on the company’s official website.
Ismail Anis, vice chairman and managing director of Rasasi, stated that the GCC has become one of the world’s most dynamic fragrance markets with consumers increasingly sophisticated and willing to invest in premium offerings that deliver quality, individuality and character. In the company announcement Anis added that Hawas Gold Digger provides a distinctive interpretation of modern luxury by combining fine perfumery artistry with a contemporary design-led approach for those who value authenticity and self-expression. The executive’s remarks underscored the collection’s evolution as one of Rasasi’s most successful international lines.
Mordor Intelligence data places the GCC fragrances and perfumes market at USD 4.22 billion in 2025 with an estimated value of USD 4.38 billion in 2026 and a projected rise to USD 5.31 billion by 2031 at a compound annual growth rate of 3.9 percent. The research group noted strong demand for luxury and ultra-luxury perfumes alongside rising interest in halal-certified, niche and traditional Arabian scents across the region. Eau de parfum formats command the largest share of sales, a segment that aligns with Rasasi’s focus on concentrated, long-lasting compositions.
Founded in 1979 by the late Haji Abdul Razzaque Kalsekar as a family-owned enterprise, Rasasi operates a state-of-the-art manufacturing facility in Jebel Ali Free Zone and maintains a network of 165 retail outlets across the GCC while exporting to more than 60 countries. The company pioneered dedicated mono-brand fragrance stores in the region and achieved early success with its Blue Lady label, establishing a reputation for blending tradition with innovation in scent creation. Rasasi has earned recognition from UAE royalty and built a portfolio that includes several iconic lines known for their quality and cultural resonance.
Hawas Gold Digger follows the trajectory of the original Hawas, which gained significant popularity for its bold, long-lasting appeal according to industry observers and reviewers. The new release joins a recently introduced companion fragrance, Hawas La Mer, broadening the collection’s offerings for men who seek both fresh and warm expressions. Rasasi encouraged consumers to explore layering the new scent with others from its main range to create personalised olfactory experiences.
