I’mRasasi Debuts at Beautyworld Middle East 2025

The Rasasi Imtiyaz Group, home to the pioneering Rasasi Perfumes, proudly unveils I’mRasasi – a next-generation fragrance house that reimagines the rich legacy of Rasasi with a bold, contemporary vision.

Making its global debut at Beautyworld Middle East 2025, I’mRasasi represents the evolution of Rasasi’s heritage, bridging over four decades of Middle Eastern perfume craftsmanship with a forward-thinking approach tailored for today’s global, trend-conscious audience.

For more than forty years, Rasasi Perfumes has stood as a symbol of excellence, artistry, and innovation in perfumery. Drawing from Rasasi’s deep roots in craftsmanship and excellence, I’mRasasi is designed for a younger, global and trend-conscious audience that seeks individuality, creativity and authenticity in their scent choices. The brand captures the essence of accessible luxury, blending timeless Middle Eastern artistry with contemporary global sensibilities to deliver premium-quality fragrances at attainable price points.

At the heart of I’mRasasi lies a vision to reinterpret the Rasasi legacy for the modern era, a seamless fusion of heritage, innovation and international lifestyle appeal. I’mRasasi introduces a curated portfolio of distinct fragrance collections that appeal to a wide range of international tastes. Together, they redefine what it means to experience fine fragrance, offering creations that are as inclusive and contemporary as they are rooted in artistry and tradition.

The global unveiling of I’mRasasi at Beautyworld Middle East 2025, the region’s most prestigious beauty and fragrance exhibition, marks the official beginning of the brand’s journey toward international expansion. With a modern aesthetic and forward-thinking brand philosophy, I’mRasasi is poised to captivate audiences across the Middle East, Europe, Asia, and beyond. Visitors will be invited to discover immersive scent experiences, innovative product storytelling, and the brand’s distinctive design aesthetic that bridges Rasasi’s Middle Eastern heritage with global appeal.

Founded under the  Rasasi Imtiyaz Group, I’mRasasi carries forward the vision of Mr. Abdul Razzak Kalsekar, whose pioneering spirit established Rasasi as a cornerstone of the Middle Eastern perfume industry. Today, under the leadership of his son, Mr.Imtiyaz Abdul Razak Kalsekar the brand enters a new era that celebrates the meeting of legacy and modernity with a strong commitment to preserving the soul of Rasasi while embracing the dynamism of global youth culture.

Join I’mRasasi at Beautyworld Middle East from 27 - 29 October 2025 at Za’abeel Hall,  Booth Z5 C35. Explore their latest creations in person and follow on Instagram @imrasasi or visit www.imrasasi.com to stay inspired and up to date with all our latest news.