Arabian-inspired fragrance brand ALQÉMI has launched exclusively with Douglas across 22 European markets, marking a significant step in its international expansion.
Nirvana Brands is a fragrance company that owns, builds and distributes luxury fragrances globally, working with licensed brands as well as developing its own fragrance concepts.
The launch gives ALQÉMI access to Douglas’ established European retail network.
Douglas is the leading omnichannel premium beauty retailer in Europe, with operations across 22 countries and almost 2,000 stores as of September 2025. Its assortment spans premium, exclusive, independent and niche beauty brands across fragrance, skincare, colour cosmetics and haircare.
The launch brings together Nirvana Brands’ Dubai team, with its expertise and heritage in Middle Eastern perfumery, and its European team’s understanding of European consumers.
According to Nirvana Brands founder Dilesh Mehta, this marks a new chapter for Nirvana Brands and Douglas.
In a LinkedIn post, Mehta said: “Inspired by the depth and sensuality of Arabian perfumery, ALQÉMI brings a new perspective to fragrance through a scent rotation designed to evolve throughout the day.
“What makes this launch particularly special is the collaboration behind it — combining our Dubai team’s expertise and heritage in Middle Eastern perfumery with our European team’s understanding of the European consumer.
“I’m incredibly proud of the Nirvana Brands team who have brought this vision to life, and hugely grateful to Douglas for their continued trust and support. Our partnership spans many years, and ALQÉMI marks an exciting new chapter together.”