Iberchem unveils RHYTHMS collection inspired by iconic global dances
The collection coincides with the celebration of Iberchem’s 40th anniversary.
UAE – Fragrance house Iberchem has unveiled its captivating new collection, RHYTHMS, at Beautyworld Middle East 2025, inspired by the fluidity, motion, and dynamism of four iconic dance styles: Ballet, Tango, Flamenco, and Hip hop.
The launch was presented with an immersive sensory experience at the Dubai World Trade Centre, featuring a stunning digitized stand enhanced with kinetic elements and live dance performances by Dance It Out Dubai.
This collection not only highlights Iberchem’s innovative spirit but also coincides with the celebration of Iberchem’s 40th anniversary.
Guillaume Audy, Communication and Sustainability Director at Iberchem, stated, “Iberchem has maintained a strong presence in the Middle East for many years, consistently showcasing our latest fragrance technologies and creative concepts.”
“At Beautyworld, we aimed to offer our partners and clients a truly holistic experience. One that reflects our vision as a global fragrance house, where modernity meets elegance, and innovation harmonizes with tradition.”
As part of the festivities, Iberchem introduced “TRIBUTE,” a bespoke fragrance crafted by Fragrance Creation Director Luz Vaquero.
Guests were invited to deeply engage with the company’s journey and future vision, complemented by an interactive video and a mocktail bar serving drinks matched to the fragrance to heighten the sensory experience.
Beautyworld Middle East, the largest beauty industry trade fair in the Gulf region, provided Iberchem with a significant platform to connect with global partners and clients, share new concepts, and showcase the latest trends and innovations in fragrance.
This event marked a milestone for the company, emphasizing Iberchem’s continued leadership and creativity in the fragrance industry through the dynamic RHYTHMS collection and its integrated experiential presentation.
This launch follows Iberchem’s recent introduction of Vernova®Pure Pro, a next-generation biodegradable malodour-neutralising fragrance technology that represents a significant advance over its predecessor, Vernova®Pure.
This enhanced solution offers superior odour control, improved integration with fragrances, and greater creative flexibility for perfumers.
Vernova®Pure Pro’s technology is embedded in Iberchem’s new digital creation platform, O-DOOR®, which combines the active Vernova®Pure Pro molecule with targeted neutralising and blocking agents.
This multi-layered system enhances the precision of malodour detection and elimination, enabling the development of more effective and sophisticated fragrance solutions tailored to various applications.
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