Amouage, the high perfumery maison founded in the Sultanate of Oman, is proud to become the first beauty brand to join the Aura Blockchain Consortium. Which also marks the Consortium’s first expansion into the Middle East, as Amouage joins founding members LVMH, OTB Group, Prada Group, and Cartier (Richemont), alongside more than 45 Associate Members.
This partnership is accompanied by the launch of a large-scale Digital Product Passport (DPP), a significant milestone in the traceability and transparency of luxury perfumery. With this rollout, Amouage takes a pioneering step toward enhancing client experience and product integrity across the board.
What this means in practice:
– From July 2025 onwards, all new Amouage creations will be integrated into Aura’s private blockchain.
– Nearly 3 million existing products will also be retroactively registered.
– Clients will be able to claim digital certificates of ownership via a Wallet Card, unlocking exclusive content, community experiences, and sustainability rewards.
This innovation further reinforces Amouage’s commitment to authenticity, customer trust, and responsible beauty — following the transformation of Wadi Dawkah into the Middle East’s first Smart Forest.