Abdullah Ajmal has been part of the Ajmal Group for more than 28 years, a journey that has allowed him to deeply understand and live the values that define the brand. With an MBA from Huron University in London, he has always sought to balance the company’s proud heritage with a modern, global outlook.
In late 2024, he assumed the role of Chief Executive Officer of the Ajmal Group. This appointment was not just a personal milestone but also a pivotal moment for the brand. As the company steps into this new chapter, his focus is on evolving its culture, strengthening its global presence, and ensuring that Ajmal continues to leave a lasting impact for generations to come.
This article examines how Abdullah Ajmal’s deep-rooted understanding of the Ajmal Group’s values informs his vision as CEO to evolve the brand’s culture and solidify its global impact for generations to come.
What are the main factors that guided you to where you are now?
I’ve always believed that leadership is about clarity of vision and the courage to act on it. What has guided me most is the foundation laid by my grandfather and father — their values of integrity, hard work, and resilience. At the same time, I’ve been driven by the need to innovate, constantly asking: how do we take a 74-year heritage and make it relevant to a new generation? Balancing tradition with disruption has been my guiding principle, whether steering Ajmal deeper into the travel retail sector, expanding our global footprint, or shaping products that resonate with both middle eastern and international audiences. Ultimately, I’ve been guided by curiosity, listening closely to consumers, and the responsibility of carrying forward a legacy into the future.
Given your years of experience and accomplishments, what would you say was your biggest achievement?
For me, achievement isn’t a single milestone but a journey of transformation. That said, one defining accomplishment has been repositioning Ajmal from being seen as a traditional perfumery house to becoming a contemporary, global fragrance brand with a strong presence globally. It has taken years of work, modernising our brand codes, investing in world-class product development, and forging collaborations with international perfumers, but today Ajmal stands shoulder to shoulder with global names while retaining its identity. For me, that balance is the achievement I am proud of.
What is the quote that inspires you the most?
It’s by my grandfather, Late Haji Ajmal Ali, Founder Father, Ajmal Perfumes, “a fragrance is all that it takes to travel through time, such is the bond between memory and smell.” It inspires me to keep his entrepreneurial story alive.
What does fragrance mean to you personally? Do you have a favourite Ajmal scent?
Fragrance to me is family — it’s my roots, my DNA. I grew up surrounded by the language of scent, and many of my earliest memories are tied to fragrances my grandfather and father created. It isn’t just a business; it’s the fabric of who I am.
As for a favourite Ajmal scent, that’s always difficult to answer because each creation carries its own soul. But if I had to choose, I would say our latest launch, The Untold Stories, is a collection closest to my heart. It represents a very bold idea — giving perfumers complete creative freedom, without the boundaries of a brief. These fragrances carry their personal stories, their emotions, and their artistry, which makes the collection not only distinctive but also deeply human. For me, it’s a reminder of what happens when heritage meets fearless creativity.
How has the rise of e-commerce changed the way Ajmal engages with customers?
E-commerce has expanded the way Ajmal connects with its customers. For decades, our boutiques have been the heart of fragrance discovery, and they continue to be central as we expand our retail presence. What digital has done is add another powerful layer — allowing us to reach new audiences, especially younger consumers, and to carry the Ajmal experience across borders instantly. Online platforms provide us with real-time insights into consumer behaviour, enabling us to anticipate trends, personalise recommendations, and launch collections that resonate globally. At the same time, we’re focused on making the digital journey feel immersive — through sampling programs, storytelling through our blogs, and exclusive online offerings that complement what happens in-store. For us, e-commerce isn’t about replacing the intimacy of our retail experience — it’s about amplifying it, ensuring Ajmal can meet our customers wherever they are, whether in a flagship boutique, a duty-free store, or on their mobile phone.
In light of your journey and experiences, what message would you like to convey to aspiring youth in the same field?
My message to the youth is simple: don’t be afraid to start small, but always think big. Fragrance is a field where science, art, and culture meet — and it demands patience, curiosity, and humility. You may not see results overnight, but every experiment, every failure, every success becomes part of your learning.
Equally important, stay true to your roots while embracing innovation. What has carried Ajmal forward for 74 years is not only our mastery of oud and attars but our willingness to evolve and speak to a new generation. That balance — of respecting heritage while daring to disrupt — is what I would urge young professionals to cultivate.
Most of all, remember that this industry is about people and emotions. A great perfume doesn’t just smell good; it tells a story; it connects to someone’s life. If you can keep that human connection at the centre of your work, you will always stay relevant
What is your personal team leadership philosophy, and how does it shape your work environment?
At Ajmal, we’ve thrived because our people feel encouraged to question, to innovate, and to bring fresh thinking into a 74-year-old heritage. For me, evolution is non-negotiable. I want my teams to see change not as a threat but as an opportunity to grow. That means fostering a culture where experimentation is welcomed, where lessons from failure are valued as much as successes, and where every individual feels part of shaping the brand’s future.
What is the most valuable lesson learned from your professional journey?
The most valuable lesson I’ve learned is that resilience and adaptability go hand in hand. In business, challenges are constant — whether it’s shifts in consumer behaviour, global disruptions, or the pace of innovation. What matters is not avoiding change but responding to it with clarity and courage.
How do you strike a balance between tradition and innovation in perfumery?
At Ajmal, capturing the customer’s imagination is always the key. We may be celebrated as the ‘King of Oud’ and masters of middle eastern perfumery, but we are equally skilled at Western perfumery. For us, it isn’t about choosing one over the other; it’s about evolving with our customers. If their preferences change, so do we.
Our roots in oud keep us authentic, but our openness to trying new ingredients, collaborating with international perfumers, and launching contemporary collections helps us stay relevant. That balance — of honouring tradition while embracing innovation — is what allows Ajmal to connect with multiple generations and remain a trusted name in perfumery.
What are the current trends shaping the MENA market, and how is Ajmal Perfumes adapting to these changes?
The MENA market is lively — customers here are modern, curious, and increasingly global in their perspective. They desire fragrances that last in the region’s climate, that carry authenticity and story, but also reflect modern lifestyles. Simultaneously, gifting remains an important tradition, so perfumes need to feel both personal and shareable.
At Ajmal, we see these shifts as an opportunity. Our heritage as the ‘King of Oud’ gives us authenticity, while our expertise in Western perfumery enables us to meet modern expectations with agility. We are innovating with new formats, immersive retail experiences, and digital-first storytelling, ensuring that whether someone discovers Ajmal in a boutique, in duty-free, or online, they feel part of our journey. For us, the key is simple: the customer’s imagination guides us, and as they evolve, so do we.
Are there any upcoming projects or initiatives you’re particularly excited about?
As with every year, we will unveil our next HERO product for 2026 in Shaban, just ahead of Ramadan, with a phased global launch beginning in the GCC and expanding to other markets thereafter.