Extravaganza Beauty, the Middle Eastern beauty and fragrance group, has acquired Roja London, the British perfume house founded by Roja Dove. The deal was announced on 18 September 2026. Financial terms were not disclosed.
The two companies were already well acquainted. According to Cosmetics Business, Extravaganza had a commercial partnership with Roja London in the GCC before the sale. The deal turns a regional partnership into ownership, and it is a clear sign of a Middle Eastern group moving beyond selling niche perfume to owning the houses that make it.
Chadi Douaihy, Extravaganza's chairman, said the investment reflected the group's confidence in the brand, its team and its long-term potential, as reported by Cosmetics Business. The announcement said the money is meant to support expansion in key markets and continued investment in product development and innovation.
A house founded in Mayfair
Roja London was founded in 2011 in Mayfair, in central London, by Roja Dove. Its signature collections include Prestige, Elysium, Aoud, Isola and Art. The perfumes are made in England and presented in crystal-embellished bottles, and BeautyMatter reports prices starting at $315.
The house reaches customers through independent retailers and department stores, among them Harrods, Bloomingdale's, Saks Fifth Avenue, KaDeWe and El Palacio de Hierro. It also has its own store in Burlington Arcade, the covered shopping gallery in central London.
For readers in the Gulf, one collection name stands out. Aoud is among the house's signature lines, and oud is a note that sits at the heart of regional perfumery, alongside bakhoor and the habit of layering one scent over another. A British house with a collection built on that raw material has always had a natural audience here.
Who stays, and who leads
Roja Dove, who gave the house his name, moves to a consultancy role focused mainly on creative matters. Cosmetics Business and Premium Beauty News both report that Audrey Minard, the Global CEO since 2021, stays on to lead strategy.
Dove said, according to Cosmetics Business, that Extravaganza had championed creative perfumery in the Middle East and had the drive, expertise and respect for the brand. Minard, speaking to WWD as reported by BeautyMatter, said the group had demonstrated a strong understanding of the standards required for niche luxury fragrance, a reference to the GCC partnership that preceded the sale.
That continuity is the detail to watch. A founder-led perfume house depends on the person who defines its style. By keeping Dove in a creative role and its chief executive in place, the new owner has signalled that it wants the house to remain recognisably itself.
The group behind the deal
Extravaganza is described by Cosmetics Business as a Middle Eastern beauty conglomerate. BeautyMatter says it distributes perfumes in the Middle East, Europe, the Americas and Africa, with partner brands that include Amouage, Ex Nihilo, Nishane, Maison Crivelli and Marc-Antoine Barrois.
The nature of those relationships is reported differently. Premium Beauty News says Extravaganza holds stakes in several of the niche houses, while BeautyMatter uses the wording partner brands. The announcement did not settle the question, and neither source gives the group's headquarters city, so this report describes the group only as Middle Eastern.
The stated aims are straightforward. Premium Beauty News reports that the group wants faster growth in key fragrance markets and a stronger position in the Middle East. The investment, in the words of the announcement, is for expansion in key markets, without naming which ones, and for product development.
Why it matters
Niche fragrance has long been a business of small, founder-led houses, with large groups and distributors in the background. Middle Eastern companies have been important to that world for years as retailers and partners. This deal moves one of them into the owner's chair for a house with a 15-year history, department-store distribution on several continents and a flagship in London.
It also shows how the centre of the niche market is shifting. The buyer comes from the region where oud and rich perfume are part of everyday culture, and the house it has bought sells crystal-embellished bottles at prices that start at $315.
What comes next
No timetable was given for the expansion. The practical questions for the months ahead are which markets receive new stores, how the creative direction develops with Dove in a consultancy role, and whether the GCC partnership that preceded the sale grows into a wider regional presence. For now, the announcement settles one thing: a British perfume house made in England and sold in London's Burlington Arcade now belongs to a Middle Eastern group.
Sources: Cosmetics Business, BeautyMatter, Premium Beauty News