Twenty-five years ago, Founder Roja Dove had the rare opportunity to work in the Middle East, where he discovered the great mysteries of aoud and the rituals that surround it, gaining a deep understanding of why this precious raw material is so profoundly woven into the culture.

Fascinated by the extraordinary spectrum of effects that could be created from this enigmatic ingredient, at a time when aoud was still largely unknown in the West, Roja Dove immersed himself in its study.

Bringing this knowledge back to London, ROJA London launched Aoud Parfum in 2011, establishing Roja Dove as one of the true pioneers of this ingredient. Aoud Parfum went on to become the best-selling fragrance in Harrods. As one of the earliest Western perfume houses to champion aoud, ROJA London played a pivotal role in introducing it to a global audience, helping to spark what would become the aoud revolution.

Aoud is notoriously difficult to master, which is why Roja Dove considers his greatest compliment to be when Middle Eastern clients ask, “How do you know our smell?”

This recognition comes from an unwavering commitment to understanding every nuance of the raw material and an uncompromising approach to quality, ensuring that aoud is always treated with the respect it deserves. It is this dedication that has established ROJA London as the leading authority on this sacred ingredient.