Atyab Al Marshoud made its Monaco debut during Monaco Yacht Show 2026, bringing its family heritage to an audience accustomed to discovering international luxury. With Philipp Plein and FRAME presenting their collections, the event brought together different interpretations of contemporary fashion, while the fragrance brand’s pop-up offered another way to explore personal style.
A New Fragrance Chapter on the Riviera
There are moments during Monaco Yacht Show when the Principality becomes more than a meeting point for the international yachting industry. Fashion, design, beauty and hospitality find their own place within the calendar, creating unexpected encounters between brands and cultures. Monaco Fashion Collective, organised by Haute Models Monaco at Fairmont Monte-Carlo, was one such occasion. Among the evening’s fashion presentations and social gatherings, it introduced me to a fragrance house Atyab Al Marshoud whose story began almost a century ago in Kuwait.
Haute Models Monaco Sets the Scene
Held at Fairmont Monte-Carlo, Monaco Fashion Collective reflected the diversity of the Principality’s luxury landscape. Haute Models Monaco, a Monegasque fashion and luxury management company, brought the event to life through a four-day activation connecting fashion presentations with a dedicated Atyab Al Marshoud fragrance pop-up.
Philipp Plein brought a more expressive, high-impact energy to the runway at Nikki Beach Monte-Carlo, while FRAME offered a contemporary perspective rooted in modern wardrobe essentials at Amù Monte-Carlo .
Between the shows, Atyab Al Marshoud introduced a different sensory dimension. Guests could explore the collection at their own pace, discovering how scent can express personality just as powerfully as a silhouette, an accessory or a carefully chosen look.
Atyab Al Marshoud: a Century of Arabian Fragrance Heritage
Founded in 1925 by Sulaiman Al Marshoud, Atyab Al Marshoud grew from a family business in Kuwait into an internationally expanding perfume house. The company’s origins are closely connected to traditional Arabian perfumery, particularly incense, fragrant woods and oils. Over generations, the family has developed this foundation into a broader fragrance offering for contemporary audiences.
At the event, CEO Marshoud Al Marshoud spoke about the heritage established by his grandfather and the responsibility of carrying the business into its next chapter. The centenary milestone gave his presence particular significance. It was not simply a celebration of longevity, but an opportunity to reflect on how a family name can evolve while remaining connected to its origins.
The company reports an international expansion that includes more than 86 branches and a European presence in London’s Knightsbridge, with Marbella also part of its retail ambitions. Its fragrances are manufactured in France, a strategic choice that connects the brand’s Arabian heritage with European production.
Discovering the Marshoud Signature Collection
At the pop-up, the Marshoud Series offered a useful introduction to the house’s fragrance vocabulary. The numbered collection includes Marshoud 4 White, Marshoud 4 Red, Marshoud 4 Blue and Marshoud 4 Black, with different compositions providing distinct interpretations of the brand’s identity.
Marshoud 4 White combines fresh mint, saffron, white musk and warm woods. Its composition moves between freshness and depth, making it an interesting contrast to Marshoud 4 Red, which brings together pink pepper, cardamom and sweet raspberry for a fruitier, spicier character.
What I appreciated about exploring the range was the variation between these profiles. Arabian perfumery is often associated with oud, incense and rich woods, but contemporary fragrance offers room for freshness, sweetness and lighter compositions alongside those traditional references.
The collection illustrates how a heritage house can preserve its roots without limiting itself to a single olfactory signature. Each fragrance offers a different point of entry, allowing personal preference to guide the experience rather than prescribing one definition of luxury.
Atyab Al Marshoud Finds Its Place in Monaco’s Luxury Calendar
The Monaco appearance represents a new step in Atyab Al Marshoud’s international development. According to the plans shared by the brand, a store in Cannes is anticipated, alongside a stronger presence in Monaco around major events in 2027. These ambitions would give the house further opportunities to introduce its collections to the Riviera’s international clientele.
For Monaco, the arrival adds another perspective to the region’s established fragrance landscape. The Principality attracts brands from across Europe, the Middle East and beyond, but the most interesting introductions are often those that bring a genuine history with them.
A century after its foundation, the house is now opening a new chapter in Monaco, bringing its heritage into a city where international luxury is constantly evolving. With further plans for the Principality already announced for 2027, this first appearance may prove to be the beginning of a much longer relationship.
by Sara Moradi
