Dubai, UAE- UAE-born fragrance house Rasasi has unveiled Hawas Gold Digger, the latest addition to its globally recognised Hawas collection, at an exclusive launch event held at La Perle Dubai on 14 August 2026.
Hawas Gold Digger builds on the distinctive energy of the Hawas collection while introducing a warmer, richer and more expressive olfactive direction. The amber woody aromatic composition opens with pear, lavender, bergamot and mint, develops into a heart of cinnamon and sage, and settles into a base of vanilla, amber, patchouli and cedarwood.
Created with a new generation of fragrance consumers in mind, Hawas Gold Digger draws inspiration from ambition, desire and personal success — celebrating individuals who define achievement on their own terms. Its bold character offers a new interpretation of the Hawas identity while retaining the confidence and contemporary appeal associated with the franchise.
“The GCC has become one of the world’s most dynamic fragrance markets, with consumers becoming increasingly sophisticated and willing to invest in premium fragrances that offer quality, individuality and character. With Hawas Gold Digger, we wanted to offer a distinctive interpretation of modern luxury, bringing together the artistry of fine perfumery with a contemporary, design-led approach. It is a fragrance created for those who value authenticity and self-expression,” said Ismail Anis, Vice Chairman & Managing Director, Rasasi.
Nitin Mirani, Riteish Deshmukh, Ismail Anis at Rasasi Hawas Gold Digger Event Launch
The launch represents a new chapter for the Hawas franchise, one of Rasasi’s most recognised fragrance lines internationally. Set against the distinctive backdrop of La Perle Dubai, the unveiling brought together international fragrance creators, influencers, media personalities and cultural voices for an evening centred around contemporary fragrance, entertainment and self-expression.
Among the guests was Indian actor and filmmaker Riteish Deshmukh, whose presence brought together the worlds of fragrance and entertainment. A prominent figure in India’s entertainment landscape, Deshmukh joined an international guest list reflecting the diverse audiences Rasasi continues to engage across markets.
With Dubai at its centre, the event also reflected Rasasi’s evolution from a homegrown fragrance house established in 1979 into an international fragrance business. Founded in Dubai, Rasasi remains deeply connected to the UAE and the region’s rich fragrance culture while continuing to create contemporary scents for consumers across generations and international markets. Rasasi’s 1979 Dubai founding is also reflected in the company’s current official history.
Hawas Gold Digger embodies that evolution, building on the international recognition of Hawas while introducing a warmer, richer, and more expressive character for a new generation of fragrance consumers.
“Launching Hawas Gold Digger in Dubai alongside international voices reflects both where we come from and where we are going. Hawas has developed a strong connection with fragrance consumers around the world, and Gold Digger allows us to build on that momentum while introducing a new expression of the Hawas identity to a generation that increasingly uses fragrance as an extension of personality and individual style,” added Ismail Anis.
Hawas Gold Digger is now available through Rasasi’s official sales channels and selected fragrance retailers across international markets.
Founded in Dubai in 1979, Rasasi Perfumes is one of the Middle East’s established fragrance houses, bringing together the region’s perfumery heritage with contemporary fragrance creation. From its beginnings in Dubai, the family-owned company has grown its presence internationally while remaining rooted in the craftsmanship, quality and entrepreneurial spirit on which the business was founded. Across its portfolio, from the internationally recognized Hawas collection to its oriental and oud creations, Rasasi develops fragrances for consumers across cultures, generations and markets. As the business continues to evolve under successive generations of the founding family, Rasasi remains focused on fragrance innovation, craftsmanship and taking Dubai-born perfumery to audiences around the world.
SOURCE: MEDIA RELEASE / SUPPLIED CONTENT WITH IMAGES
