Amouage Makes Blockchain Debut as Aura’s First Beauty Brand
Luxury fragrance house Amouage has become the first beauty — and first Middle Eastern — brand to join the Aura Blockchain Consortium, the Swiss non-profit founded by global luxury powerhouses LVMH, Prada Group, Cartier (part of Richemont), and OTB Group.
Founded in 2021, the Aura Blockchain Consortium was created to help luxury brands tackle shared challenges around product authenticity, responsible sourcing, and sustainability. Based in Switzerland, the organisation promotes socially responsible, sustainable, and customer-centric business practices throughout the lifecycle of luxury products. By leveraging blockchain technology, Aura provides consumers with secure, verifiable information and services that elevate transparency and trust in the luxury market.
Amouage’s membership represents a milestone for the consortium, marking its first expansion into the beauty sector. “We are delighted to welcome Amouage as a Strategic Member that truly shares our core vision of achieving a bold, standard-setting future for transparency and authenticity in the global luxury industry,” said Lorenzo Bertelli, Chairman of Aura Blockchain Consortium.
Since its founding in 1983 in the Sultanate of Oman, Amouage has earned a reputation for creating some of the world’s most finely crafted fragrances. Known for blending Arabian perfume heritage with contemporary innovation, the high perfumery house is celebrated globally for its opulent, distinctive scents.
As part of its membership, Amouage is launching a Digital Product Passport programme for every new fragrance, while retroactively adding nearly three million existing products to Aura’s private blockchain. Each perfume will feature a unique, blockchain-protected ID, enabling customers to:
- Verify product authenticity
- Access a digital certificate of ownership via a wallet card
- Unlock exclusive benefits, from tailored beauty guidance to private community events
- Earn rewards for choosing refill options, supporting sustainable consumption
“At Amouage, transparency has never been an afterthought; it’s part of our DNA,” said Marco Parsiegla, CEO of Amouage. “Transforming Wadi Dawkah into the region’s first Smart Forest was one of our early steps to trace the journey of our ingredients, and today, we are building on that foundation by serialising every creation. It will bring our clients closer to the full story invested in each fragrance: the precision, time, and artistry, elevating the experience, reinforcing the trust that is earned when every detail is intentional, and true to who we are.”
This partnership signals a broader shift in the fragrance industry, where consumers are increasingly demanding proof of ingredient sourcing, sustainability claims, and product genuineness. Through Aura’s blockchain, Amouage is set to redefine how high perfumery connects with its customers, blending heritage luxury with next-generation digital transparency.