The revival of Oudh: A journey through history – Times of India

Perhaps the most enchanting fragrances in the perfumery world, Oudh has been an unpretentiously cherished species of the Middle East so far. With the renaissance it is facing and reclaiming its lost ground in the beauty routines across the globe, let’s take a glance at the wonderful past of Oudh, the cultural significance it holds, the reasons behind its resurgence, and some of the celebrated faces who bring it to our windows and onto the world map.

A glimpse of the past
Agarwood, which has been historically known as Oudh, is an oxygenated resinous wood that comes from the Aquilaria tree, whose bark releases fragrant aromatic compounds when infected by one specific mould.People have treasured this precious commodity for millennia, but with maximum cultural appreciation in Arab countries. Its history goes over two millennia. It has also been used in religious ceremonies as well as an incense and as part of traditional medicine.
This really made Oudh a part of the social and religious practices during the Islamic Golden Age, crossing antiquated trade routes and spreading its allure far beyond the confines of its Middle Eastern birth. Indeed, over time, this gem of a region blossomed into a worldwide phenomenon that captured the fancy of fragrance fans everywhere.

A global Renaissance
Of late, oudh has had an incredible revival. This can be due to multiple reasons-the love for niche fragrances and the longing for authentic, natural products. Ankit Agrawal of Mysore Deep Perfumery House connects its popularity with its past. He says, “Oudh, that commands the senses with its profundity and majesty is making a comeback in vanity boxes all over the world. Its appeal, coming from Arabic culture, went beyond borders, evoking varied interpretations in perfumery.”
According to Agrawal, contemporary consumers need smells with a story, and here lies Oudh. It is rich and complex in its nature, from musky undertones to floral hints, thus being quite diverse. This is why Oudh became the most precious perfume of the world.

Earlier, in an interview Abdulla Ajmal, business mentor and perfumist, NHA Division, Ajmal & Sons – India, hit headlines when he claimed, the trend that is going on and will continue to grow is the Oudh trend. In the last few years, brands are using Oudh as raw material and not just in nomenclature. The value of Oudh as a raw material in fragrances can be more than 50 per cent of all the other ingredients put together. Yet customers are willing to pay more for it as there is the presence of real Oudh.”
Well, looking at the trend right now, Ajmal did make sense when he made the forecast.
Supremacy of the Middle East fragrances
What has given longevity to the Middle East fragrance market is that it has been the number-one enforcer in ouging its way back to popularity. In Saudi Arabia, the UAE, and Oman, super premium perfumes are a part of everyday life. Culture has infused oudh in many places-used to greet guests or for grand ceremonies.
Its warm, woody, and sweet fragrance is liked by men and women. Oudh breaks all barriers of acceptance and has been eliciting an audience even from the Western countries because this culture increasingly opens up to it.

Celebrity influence and global impact
Oudh has gained the limelight of both international and Indian celebrities, all of whom have come to appreciate the robust, evocative scent in whatever form it might be available. Global icons like Rihanna and Jay-Z have also taken a step further by creating perfumes infused with Oudh as an ingredient, where Jay-Z’s Gold and Rihanna’s Reb’l Fleur have used Oudh as its main highend ingredient. Endorsement this way has helped popularise the ingredient toward mainstream acceptance, appealing to the mass market who can appreciate what depth and complexity can bring.
Many Indian celebs have also taken the Oudh route.. Shah Rukh Khan, or simply SRK, a title given to him for winning the “King of Bollywood” label, has endorsed several fragrances featuring Oudh, thus only underlining its royal appeal. Priyanka Chopra Jonas also promoted Oudh in her perfumes across different brands, thus introducing its fragrance to her fans worldwide. This popularity of the luxury and cultural essence of Oudh is concurrent with the easily perceivable marriage of old traditional fragrances with modern lifestyles, making it very popular among many.

Fragrance revolution
Oudh has unleashed a revolution in terms of fragrance. While people continue to experiment with new, niche fragrances, most house perfumes consist of Oudh. Luxury brands like Tom Ford and Creed now have dedicated lines for the product, and smaller niche houses are trying their hands at unique compositions.
This even extends to layering fragrances in that individuals can blend Oudh with other scents for personal preference. Oudh is quite versatile and can be adapted in various ways to suit tastes, hence making it appealing to a broad audience.

Cultural appreciation through fragrance
But beyond its novelty, the charm of Oudh also lies in its significant role within cultural celebrations. In many Middle Eastern cultures, burning Oudh symbolises welcoming guests and marking special occasions. Brands have taken cognizance of this with festive series centering on Oudh. “This renaissance has not only fueled a global fragrance revolution but has also inspired us to launch a festive series centered around this rich, time-honoured scent,” claims Agrawal.
These products, incense sticks, perfumes, amongst others, make for the right celebration since they sell while protecting the cultural heritage associated with Oudh.

Trans-cultural appeal of Oudh
Oudh also has cross-cultural appeal. While in the West, the place of synthetic fragrances has been the mainstay in the recent past, there lies a growing hunger for authenticity and something deeper. While perfume consumers demand a more natural ingredient, the deep history and producing methods of the oudh seem to echo with customers longing for true experiences.
Asia and Africa, for example, witness burgeoning and ever-growing luxury markets in which ready buyers eagerly shell out high sums for the very exotic, most expensive perfumes available on the market. Oudh happens to fortify perfectly into this myth and thus forms the ultimate luxury ingredient for brands targeting the emerging markets.

Sustainability and ethical sourcing
As the demand for Oudh rises, so do the environmental problems created by harvesting it. Therefore, people are working to have safe methods of producing agarwood. Nowadays, many brands are fighting towards creating sustainable plantations in efforts to save the Aquilaria trees as well as the ecosystems they inhabit. This commitment will ensure that it is not only the environment that will be preserved but also that Oudh may be available for generations in the future.
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Oudh perfume has been a comeback in itself in the perfume world, which bears many elements of ancient traditions side by side with modern consumer wishes. In Arabic culture, it all started with age-old significance; today, it has branched out to be one of the most cherished perfumes around the globe, and it has really regained its crown in high-end perfumes.
As Ankit Agrawal refers to in the apt remark, “Oudh has always been prized for its deep, regal scent, traditionally ingrained in Arabic culture. Now, as it becomes well-known all over the world, brands are reinventing it to fit into changing global tastes.” In-depth and engaging stories of Oudh make it one of the most celebrated perfumes to be loved for centuries, calling all of us to embrace this beautiful fragrance.