FRAGRANCE INGREDIENT OF THE MONTH: OUD

Oud, known as the ‘liquid gold’ of perfumery, is one of the rarest and most expensive fragrance ingredients in the world. Extracted from the resinous heartwood of the Aquilaria tree, a protected species in Southeast Asia, oud has been used in fragrances for centuries.Despite its polarizing and heavy scent, oud is experiencing a modern revival and global surge in popularity. In the US, oud is one of the top-growing fragrance trends, with a 173.9% year-on-year growth according to Spate. In the UK, it was named the favorite perfume scent in a Lifestyle Packaging study, with Google searches peaking at 22,000 in November 2023.

On TikTok, #oudperfume boasts 67 million posts, showcasing its widespread appeal. Over the past 20 years, oud has gained recognition beyond its traditional Middle Eastern audience as consumers seek more luxurious and opulent scents.