Sterling Perfumes brings creators, celebrities and AED 1 million challenge together in Dubai

Dubai’s top creators and international influencers explore culture, fragrance and creativity at The

Timeless Collective

Global fragrance powerhouse Sterling Perfumes Industries officially launched “The Timeless Collective” at The Agenda, Media City, in a star-studded evening attended by Dubai’s social scene icons Ebraheem Alsamadi, Jwana Karim, Kris Fade, Safa Siddiqui and LJ Loujain Adada amongst other international content creators. The inaugural event drew creators, influencers, and fragrance enthusiasts into a world where scent, culture and storytelling seamlessly converged.

Guests also got the first glimpse of The Timeless Million, a gamified challenge offering creators the chance to compete for AED 1,000,000, culminating in the Vault Showdown Finale at Beautyworld Middle East in October. Under a single exploratory umbrella, the immersive event guided attendees through curated brand zones across Sterling Perfumes’ portfolio - ARMAF, Hamidi, Risala, COSMO Cosmetics, and ARMAF Beauté. Each zone offered an experiential journey where guests collected stamps in a personalized “passport,” available both physically and via a digital app, turning beauty discovery into lasting memories.

At its core, The Timeless Collective is a community of handpicked digital insiders; tastemakers who will shape, experience, and amplify Sterling Perfumes’ universe. Members enjoy early access to launches, collaborative content opportunities, and growth pathways that reward creativity, engagement, and reach. The initiative transforms influence into a two-way street, blending authentic storytelling with tangible impact.

"This is not only about fragrance or pampering," said Hamza Fakhruddin, Managing Partner, Sterling Perfumes Industries LLC. "It is about creating cultural moments that connect people through scent, memory, care and community."

With this launch, Sterling Perfumes Industries positions fragrance and cosmetics as more than a lifestyle accessory - they become a ritual, a connection and a shared cultural language.

Step into the movement and discover why Sterling makes beauty timeless.