What began as a small, husband-and-wife passion project has grown into a globally resonant business by blending heritage storytelling, meticulous craftsmanship, and contemporary wearability.
In this Q&A, Elbur shares how authenticity, emotional storytelling, and a commitment to long-term brand value, not trend-driven launches, are shaping Maliqe’s approach to fragrance creation and scaling in today’s competitive indie beauty landscape.
CDU: Malique Fragrances began as a small passion project and quickly found a global audience. What do you think resonated most with consumers and helped spark that early growth?
Ahmed Elbur: What resonated most was our ability to introduce something truly unique to the everyday consumer—fragrances rooted in Arabian heritage, crafted with exceptional quality, and made accessible without compromising authenticity. People immediately connected with the richness and depth of the scents.
It opened their eyes to the fact that Arabian perfumery carries real artistry and value, far beyond what’s typically found in mainstream offerings. That authenticity is what sparked our early momentum.
CDU: Your flagship scent, Layali, draws from Arabian storytelling while remaining modern and wearable. How do you strike that balance between honoring tradition and appealing to new audiences?
Ahmed Elbur: For us, the balance begins in formulation. With niche perfumery, it’s often challenging to appeal to a broad audience, but Layali shattered that expectation. We respected the traditional elements that make Arabian fragrances special, while refining the structure so it feels contemporary and effortlessly wearable.
It’s about honoring the soul of the tradition while presenting it through a modern lens—and Layali became the perfect expression of that.
CDU: Fragrance is deeply tied to memory and identity. How do you approach scent creation as a form of emotional storytelling?
Ahmed Elbur: Every scent starts as a story long before it becomes a formula. I imagine who’s wearing it, the moment they’re in, and the emotion it’s meant to evoke.
That vision guides everything—from the notes we choose to the atmosphere we want the fragrance to create. For me, perfumery isn’t just chemistry—it’s storytelling through scent, creating experiences people can connect with on a personal level.
CDU: Many indie fragrance brands are moving away from trend-based launches. How does Malique define success in a category often dominated by seasonal hype?
Ahmed Elbur: Success for us isn’t measured by chasing trends—it’s measured by longevity, loyalty, and cultural impact. Our goal is to create fragrances that stand the test of time, scents people return to because they feel something when they wear them.
We focus on building a collection with meaning and depth rather than reacting to seasonal hype cycles. If a fragrance still resonates years from now, that’s success.
CDU: From ingredient sourcing to production, how does craftsmanship play into your process, and what challenges have you faced scaling while maintaining quality?
Ahmed Elbur: Craftsmanship is at the core of everything we do. We source materials from around the world, choosing each ingredient with intention, and every bottle is handcrafted.
Naturally, scaling while maintaining that level of quality comes with challenges—but we operate with the mindset that every bottle might end up in the hands of someone who will showcase it to the world. That mindset keeps our standards uncompromised, no matter how much we grow.
CDU: What’s next for Malique Fragrances? Are there new scents, collections, or storytelling directions you’re excited to explore?
Ahmed Elbur: With a signature collection now reaching 15 scents, we feel this is the moment to deepen our storytelling and share the brand with a global audience. We’re continuing to build the Maliqe universe—rich narratives, immersive experiences, and of course, new drops that push our creativity even further.
The next chapter is about expansion, both in spirit and in reach, while staying true to the artistry that defines us.
