Saoud AlKaabi Unveils SHK III & SHK IV at Beautyworld Middle East 2025

Dubai, UAE, 29th October

At Beautyworld Middle East 2025, Emirati creator and entrepreneur Saoud AlKaabi presents a defining moment in his fragrance journey with the launch of SHK III and SHK IV. These two new fragrances mark the next evolution of the SHK Collection, continuing a story that celebrates connection, artistry, and the universal language of scent.

Rooted in the heritage of the UAE and shaped by experiences across the world, the SHK Collection has always been more than perfume; it is an exploration of how fragrance can unite people and cultures. SHK III and SHK IV deepen that philosophy, blending innovation, craftsmanship, and emotion to create olfactory journeys that transcend borders.

The Essence of “The Scent of the World”

The SHK Collection was born from a vision to express global unity through fragrance, a sensory interpretation of shared humanity. Each creation tells a story of connection, where diversity is celebrated, and scent becomes a medium that bridges worlds. With SHK III and SHK IV, the collection evolves from concept to experience, capturing the feeling of belonging, indulgence, and identity through carefully composed layers.

The Fragrances

SHK III, A Fragrance of Unity: SHK III embodies refined connection and harmony. Its composition opens with bergamot and berry, moves through a heart of lily and ginger, and settles into an earthy warmth of patchouli, oak, and Akigalawood. The fragrance feels modern and inviting, a seamless blend of freshness and depth that reflects the idea of unity through balance.

Top Notes: Bergamot, Berry
Heart Notes: Lily, Ginger
Base Notes: Patchouli, Oak, Akigalawood

SHK IV, A Fragrance of Indulgence: SHK IV represents sophistication and global luxury. Bright notes of bergamot, mandarin, and pink pepper unfold into a rich heart of jasmine, saffron, orange blossom, and cashmere. The scent concludes with a deep, textured base of oud, leather, amber, and vetiver, creating an impression that is both fresh and opulent, a fragrance of indulgence that celebrates refinement and worldliness.

Top Notes: Bergamot, Mandarin, Pink Pepper, Nutmeg, Elemi, Honey
Heart Notes: Jasmine, Orange Blossom, Cinnamon, Cashmere, Saffron, Patchouli
Base Notes: Pear, Raspberry, Violet, Leather, Musk, Oakmoss, Amber, Oud, Vetiver

A Stage for Innovation: ARMAF’s “Refracted Time” Installation

The unveiling of SHK III and SHK IV takes place within ARMAF’s “Refracted Time” installation at Zabeel 6, Stand Z6-C25. This immersive environment redefines how fragrance is experienced. Eight hero perfumes appear suspended in mid-air using Levita anti-gravity technology, surrounded by a canopy of white lasers and towering mirrored columns.

The result is a sensory space where fragrance, light, and reflection merge, allowing visitors to perceive scent as an evolving art form. This installation captures ARMAF’s dedication to pushing creative and technical boundaries, offering a multi-sensory experience that brings the artistry of SHK to life.

The Evolution of a Global Brand

Following the international success of SHK I and SHK II, the brand continues to expand across major markets with growing retail partnerships and strong audience reception. The introduction of SHK III and SHK IV builds upon this foundation, reinforcing the brand’s identity as a bridge between culture and creativity.

The SHK Collection remains focused on its core vision, to create fragrances that embody shared emotions and collective beauty, reflecting the world’s diversity in every note. Future plans include new market entries, collaborations, and continued innovation in sensory storytelling, ensuring SHK remains at the forefront of modern perfumery.