One collaboration. Two new chapters for the global fragrance community. From Genesis to Overdrive, Cannes becomes a meeting point for what comes next.
Dubai, UAE: Notes Dubai brought its global vision for niche and artistic fragrance to Cannes this September, joining Paradis Des Sens for a special collaboration during TFWA World Exhibition & Conference week. Held yesterday, Tuesday, 29 September at Rado Plage, the evening marked the reveal of Genesis, the theme of Notes Dubai’s debut edition from 21–23 January 2027, while providing a platform for Paradis Des Sens’ public launch of Overdrive, its new creative concept introducing Valhalla Extreme and Felicity Extreme.
The collaboration brought to life the role Notes Dubai is being built to play within the global fragrance industry. Purpose-built for niche, independent and artistic fragrance, the platform will connect fragrance houses with retailers, distributors, buyers and key decision-makers from across markets, creating a curated environment where discovery can lead to relationships, partnerships and real business.
Cannes provides a natural touchpoint for that ambition, bringing together international fragrance houses, retailers and industry leaders during one of the industry’s busiest weeks on the calendar. The dedicated Notes Dubai networking event at Rado Plage provided space for direct exchange within the niche fragrance ecosystem.
Ravi Ramchandani, Event Director, Notes Dubai & Beautyworld Dubai, said: “Dubai has the consumers, the houses, the retail and the taste of one of the world’s great fragrance cities, but never a niche perfumery show to call its own, until now. Regional brands have long competed on the world stage; what they haven’t had is a platform of that same calibre on home ground. For international houses, Notes Dubai opens the door to one of the highest-spending beauty markets anywhere, and an audience as fragrance-literate as any in the world.”
At the heart of Notes Dubai’s debut edition is Genesis, a theme rooted in beginnings and designed to shape the platform’s broader creative direction. Genesis explores how fragrance comes into being, from a thought, idea, or memory to raw materials, first accords, and ultimately the moment it is first experienced.
It also reflects the beginning of Notes Dubai itself: a platform rooted in Dubai, niche-focused and global in outlook, designed to connect regional creativity with international opportunity. Its introduction in Cannes takes that idea beyond the January event, beginning a wider conversation with the international fragrance community about creation, discovery and what comes next for the category.
The collaboration with Paradis Des Sens provides an early expression of that ambition in action. Against the backdrop of an international industry gathering, Notes Dubai will provide a setting for the fragrance house to introduce its next creative chapter while connecting with distributors, retailers, media and other industry stakeholders from across global markets.
Wasem Al Ghazi, Co-Founder, Paradis Des Sens, said: “Overdrive began with a simple question: how far can a fragrance be pushed before it becomes something entirely different? With Valhalla Extreme and Felicity Extreme, we explored that threshold by intensifying the elements that define each scent and giving them more depth, texture and impact. The idea was not to replace the originals, but to reinterpret their energy in a more concentrated and expressive form.”
Paradis Des Sens has introduced Overdrive through Valhalla Extreme and Felicity Extreme, new extrait expressions of two of the house’s signature fragrances. Conceived around the idea of pushing a familiar state beyond its threshold, Overdrive retains the distinctive identity of Valhalla and Felicity while intensifying their density, projection and persistence for greater presence, a wider aura and a deeper, longer lasting drydown.
Valhalla Extreme builds on the fruit-driven character of Valhalla, with mango at its centre alongside woods, cashmere and warm sweetness. At the same time, Felicity Extreme moves through tea, leather, moss and woods for a darker, more structured expression.
Mohamad Saleh, Co-Founder, Paradis Des Sens, added: “Cannes was a meaningful setting to unveil Overdrive and share the next chapter of Paradis Des Sens. Our collaboration with Notes Dubai brought together partners, retailers, industry friends and the wider fragrance community, making the launch of Valhalla Extreme and Felicity Extreme even more significant. It was a moment to celebrate our journey while sharing our ambition for what comes next.”
For Notes Dubai, Cannes forms part of a broader programme of international industry engagement ahead of its inaugural edition.
Teresa Heitor, Portfolio Director – Consumer Goods, Messe Frankfurt Middle East, said: “We are building Notes Dubai to create value beyond three days in January. Genesis gives us a starting point for a broader conversation about how fragrance begins, evolves, and travels across markets. Cannes allows us to take that conversation directly to the international community. These global touchpoints are an important part of building a platform that connects the industry year-round, creates opportunities for collaboration and brings new markets into conversation with one another.”
Notes Dubai will make its debut from 21–23 January 2027 at the Dubai Mall Exhibition Centre. As the sister chapter to Notes Shanghai, Asia’s leading niche perfumery platform, the inaugural edition will bring the global niche, independent, and artistic fragrance community together in Dubai, with curation, discovery, industry dialogue, and commercial connections at its core.
For more information, access Notes Dubai official website.
