Building a Global Fragrance Brand

“Every day people are born; every day people grow. So fragrance must keep evolving, and I want to be part of that.”

When Ruqayya Oud Perfumes opened its first location in Canada, it marked a new chapter in a story that had already spanned continents and over a decade of passion. Founded by entrepreneur and fragrance enthusiast Ruqayya Abdulah, Ruqayya Oud Perfumes now operates in Canada’s vibrant downtown Toronto and Mississauga. Inspired by her love for traditional Arabian oud and incense, Ruqayya has created a brand that not only celebrates diverse scent profiles but also reflects her entrepreneurial journey across Nigeria, Dubai, and now Canada.

From Dubai to Toronto

Ruqayya’s love for fragrance traces back to her roots. “Growing up in Africa, it’s part of our culture to burn incense and perfume. Every household has it,” she shares. She spent years in the Middle East, deeply inspired by the souks in Dubai, where rich scents filled the air and inspired her entrepreneurial dreams. With an ingrained entrepreneurial spirit—passed down by her parents—Ruqayya opened her first fragrance store in Dubai, later expanding to Nigeria and then to Canada.

This journey across continents has shaped Ruqayya Oud Perfumes’ core values, blending Ruqayya’s deep appreciation for Middle Eastern scents with a commitment to customer satisfaction. When it came time to launch in Canada, Ruqayya’s goal was simple yet ambitious: to bring a piece of her culture to a new market while maintaining the essence of her original stores.

Challenges of Entering a New Market

“If you have a good quality product, no matter where you are, people will look for you.”

Arriving in Ottawa, Ruqayya quickly noticed that her target customers weren’t as prevalent. “The diversity was not there,” she recalls, so she relocated to Mississauga, where the multicultural population helped her business gain traction. Ruqayya and her team tirelessly promoted Ruqayya Oud Perfumes by attending bazaars and other local events to build awareness and engage with a community that would come to appreciate her unique offerings.

Eventually, Ruqayya Oud Perfumes opened a downtown Toronto location, attracting a broader range of customers—including the city’s bustling downtown crowd. For Ruqayya, this diverse customer base in Toronto was a validation of her vision. As she reflects, “If you have a good quality product, no matter where you are, people will look for you.”

With a customer base ranging from locals looking for trending scents to a loyal following of Middle Eastern fragrance lovers, Ruqayya has found creative ways to cater to everyone’s preferences. She describes her approach in Mississauga as serving “conservative, Islamic customers who prefer traditional Arabian scents,” while the Toronto location often draws a trend-driven crowd seeking luxurious, statement fragrances. To bridge these varying demands, Ruqayya has curated an extensive range of products, including custom-blended oud perfumes, fragrance oils, and designer-inspired scents that offer quality without the high price tag.

How a Viral Moment Changed Everything

One pivotal moment for Ruqayya Oud Perfumes was a viral TikTok video posted by a customer who discovered the store on Queen Street West. The video brought an immediate influx of new customers, especially those unfamiliar with oud and traditional Arabian perfumes. The viral attention didn’t just bring foot traffic; it introduced a wider audience to the rich, sophisticated fragrance options that Ruqayya Oud Perfumes provides. “The instant exposure was massive,” says Ruqayya, “and we’ve been grateful ever since.”

Advice for Aspiring Entrepreneurs

“Don’t start a business just because someone else is doing it. You have to have a passion.”

Reflecting on her journey, Ruqayya advises entrepreneurs to focus on market research and understanding their customer base. “Visibility is key,” she says, noting that her own decision to move from Ottawa to Toronto was driven by a lack of diversity in her original market. “Study your area before you launch,” she adds, underscoring the importance of aligning a business location with its target demographic.

In addition to thorough research, Ruqayya insists on the importance of passion. “Don’t start a business just because someone else is doing it. You have to have a passion.”

Expanding in a Competitive Market

For Ruqayya, success is not about catering solely to high-end customers. “You don’t have to be rich to smell nice,” she emphasizes. Her approach is to keep prices reasonable, preferring a high volume of satisfied customers over high prices. This strategy, focused on “turnover over single hits,” has helped the brand stand out in Toronto’s competitive fragrance market and build a loyal customer base.

Looking ahead, Ruqayya envisions Ruqayya Oud Perfumes expanding into Brampton and British Columbia, as well as new locations in the U.S. and U.K. This commitment to growth is rooted in her belief that everyone deserves access to quality fragrances. “Fragrances must be created every day,” she says. “Every day people are born; every day people grow. So fragrance must keep evolving, and I want to be part of that.”