Golden Scent

Golden Scent operates as a premier e-commerce platform specializing in fragrance and beauty products within the Middle East and North Africa (MENA) region. Founded in September 2014 by Malik Al Shehab and Ronny Froehlich, the company was established to capitalize on the booming e-commerce market they observed while living in Europe. They identified a significant market opportunity, noting that consumers in the GCC spend substantially more on beauty products than their European counterparts. Their backgrounds provided a solid foundation for this venture; Al Shehab, a Saudi national, has expertise in finance and accounting from his time at Commerzbank AG and experience in project management. Froehlich brought a strong background in management, finance, and logistics from his tenure at Strabag International, along with extensive experience working across diverse cultural environments in Europe, the Middle East, India, and Africa.

The company's business model is direct-to-consumer (B2C) e-commerce, generating revenue through the online sale of a vast array of beauty products. Headquartered in Saudi Arabia with operational hubs in the UAE, Golden Scent initially focused on the GCC and has since expanded its delivery network to over 80 countries worldwide. The platform serves a broad consumer base, from those seeking international luxury brands to customers interested in local and niche fragrances. Trust is a critical component of their model, as demonstrated by a loyal customer base built over the years, with shoppers from 2014 still making purchases today. The business has achieved significant scale, breaking even and reaching double-digit million-dollar revenues by 2018.

Golden Scent's core offering is its extensive online catalog, which is described as the world's largest fragrance library, featuring over 20,000 products from more than 1,000 brands. This selection includes international bestsellers, niche perfumes, and a significant collection of over 100 Saudi-born Arabic fragrance brands. Beyond perfumes, the product range extends to cosmetics, skincare, home fragrances, and aromatherapy. A key feature that enhances the customer experience is the augmented reality function within its mobile app, which allows users to virtually try on products before buying. The company has also developed and launched its own exclusive digital-first brands, such as Candy Addict and House of Sarib, to further differentiate its offering.

Keywords: beauty e-commerce, fragrance marketplace, MENA online retail, Saudi Arabia beauty, GCC cosmetics, online perfume store, Malik Al Shehab, Ronny Froehlich, direct-to-consumer beauty, Arabic perfumes, niche fragrances, beauty tech, augmented reality shopping, cross-border e-commerce, skincare online, House of Sarib, Candy Addict, Saudi entrepreneurship, UAE e-commerce, digital-first brands