MANE celebrates two decades in the Middle East with launch of its new Dubai headquarters
MANE’s new facility is a strategic move to capitalize on this trend, offering a platform for creative collaboration and product development that aligns with regional preferences and cultural storytelling.
UAE – Fragrance giant MANE has marked its 20th anniversary in the Middle East with the inauguration of a new regional headquarters in Dubai, officially opening on December 15, 2025.
The new facility, spanning over 2,000 square meters, is equipped with advanced creative and application laboratories, fully digitized sensory facilities, and sensory booths, positioning MANE as a leader in regional fragrance innovation and development.
The new Dubai headquarters will house a diverse team of 68 employees from more than 15 nationalities, including a dedicated group of regional perfumers and technical experts focused on crafting fragrances tailored to Middle Eastern tastes and formats.
MANE’s CEO Samantha Mane stated, “MANE’s identity as an independent, family-led company strongly resonates with the Middle East’s entrepreneurial culture, where long-term partnerships and shared values are essential.”
“This alignment has enabled MANE to develop deep-rooted relationships and a strong market understanding over its 20 years in Dubai.”
MANE was among the first international fragrance houses to establish a dedicated presence in the Middle East back in 2005.
Over the past two decades, the company has built a regional market share of 8.5%, driven by innovation, long-term partnerships, and a deep understanding of local consumer preferences.
The expansion plans include further growth across the region, with targeted entry into markets such as the UAE, Saudi Arabia, Turkey, Pakistan, Egypt, and Jordan.
The Dubai headquarters will act as a hub for these future initiatives, supporting both innovation and regional market penetration.
The Middle East remains a key market for global fragrance brands, with consumers spending significantly more on perfumes compared to other regions.
Meanwhile, MANE China has officially commenced construction on Phase II of its Pinghu production facility, marking a significant USD 70 million investment in expanding its local manufacturing capabilities in China.
The 14,000 square-metre expansion is specifically designed to bolster MANE’s fragrance production, supporting the company’s long-term commitment to growth in the Asia-Pacific region.
Phase II of the Pinghu site is set to focus on a broad spectrum of fragrance formats and technologies, including liquids, adsorption, spray drying, and both microencapsulation and macroencapsulation.
The addition of encapsulation technology will enable long-lasting and stable scent release, catering to evolving customer demands and innovative product applications.
Upon completion in Q3 2027, the expanded facility is projected to increase MANE’s annual production capacity by 17,000 tonnes, significantly enhancing its ability to serve the Asia-Pacific market.
This expansion follows the successful inauguration of Phase I in June 2023, which established a robust foundation for flavour manufacturing at the Pinghu site.
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