The company operates under the umbrella of Fakhruddin Holdings, a diversified conglomerate with a legacy that spans over five decades. Established by Dr. Fakhruddin’s father, the late Fakhruddin Ebrahimji, in 1963, Fakhruddin Holdings specialised in trading, beauty and personal care, cosmetics, baby products, perfumes, plastics, and property development. Dr. Fakhruddin has been a key force behind the remarkable growth of Sterling Perfumes, which now proudly celebrates over 25 years of excellence and success.
FROM TRADING TO MANUFACTURING
Founded in 1998, Sterling Perfumes quickly established itself as a leading player in the fragrance market. Under Dr. Fakhruddin’s visionary leadership, what began as a humble contract manufacturing setup rapidly evolved into a global brand. Flaunting a focus on quality, innovation, and customer satisfaction, the company has evolved into one of the largest producers in the region. Furthermore, with a distribution network spanning over 130+ countries, the company boasts a massive annual production across beauty and personal care. Dr. Fakhruddin’s keen business insight led him to launch Sterling’s own line of lifestyle products. He explains, “We gained a comprehensive understanding of the beauty industry in the UAE through our trading endeavors. Leveraging the supportive business environment, we decided to vertically integrate our operations by establishing our own manufacturing facilities.” A values driven leader, Dr. Fakhruddin prioritizes quality and excellence.
CRAFTING BEAUTY: STERLING’S JOURNEY OF INNOVATION
Sterling Perfumes embodies the spirit of “Journeys in Creation,” where every product is a work of art designed to capture the beauty of fleeting moments and evoke powerful memories. Driven by an unwavering commitment to quality and innovation, Sterling fuses tradition with modernity, creating products that transcend cultural boundaries and connect people through the universal language of beauty.
Innovation is the lifeblood of Sterling’s progress, reflected in its significant investments in research and development, where a team of dedicated artisans and scientists craft high-quality products that echo the brand’s core values. Staying attuned to emerging trends and the evolving tastes of global consumers, Sterling consistently brings forth products that set new standards, capturing the art of beauty with a sense of wonder, intricacy, and everlasting elegance.
The company’s purpose is rooted in the belief that beauty is a journey, a means to create stories and evoke emotions. This philosophy has given rise to five distinguished brands—ARMAF, Hamidi, ARMAF Beauté, Risala, and Cosmo Cosmetics—each offering a diverse array of haircare, skincare, grooming, and fragrance products that resonate with the unique identities of men and women alike. These brands have become foundational pillars of the regional and global beauty industry, celebrated for their ability to transform everyday moments into extraordinary experiences.
Sterling Perfumes has also earned recognition as a “Great Place to Work 2023-2024,” a tribute to its commitment to cultivating an empowering and inspiring workplace. Sterling is more than a business; it is a community of creators, dreamers, and innovators who share a passion for excellence and a vision for the future.
FRUITFUL GLOBAL PARTNERSHIPS
Dr. Ali’s success at Sterling Perfumes extends far beyond his brands, driven by strategic partnerships with some of the world’s most celebrated master perfumers and fragrance houses. Collaborating with visionary talents like Arturetto Landi, known for his pioneering fusion of Western and Middle Eastern influences, and Christian Provenzano, a master in rich, ambery compositions, Dr. Ali has consistently expanded Sterling’s reach and reputation in the global beauty landscape. These collaborations with popular fragrance houses like Mane, CPL Aromas, Givaudan etc., have enabled Sterling to bring extraordinary, multicultural fragrance experiences to life. Reflecting on his journey, Dr. Ali advises aspiring entrepreneurs to pursue their passions with dedication, honesty, and integrity. He emphasizes the importance of building strong relationships, learning from peers, and remaining adaptable to market dynamics. As a visionary, Dr. Ali continues to push the boundaries of creativity and quality, ensuring Sterling’s experiences not only meet but surpass market expectations.
GIVING BACK TO SOCIETY
Under the aegis of Dr. Fakhruddin, Sterling Perfumes is committed to driving positive social change through its corporate social responsibility initiatives. The humble leader believes in the power of collective action, at every scale, to create a lasting impact on the community. Sterling Perfumes partnered with Magical Smiles UAE and Dubai Police to distribute Cosmo Sanitizers and raise awareness at the SonapurLabour Camp. Additionally, the company collaborated with the Volunteering Team on food and health drives in various labour camps.
RACKING UP ACCOLADES
Dr. Fakhruddin’s influence on business and regional growth hasn’t gone unnoticed. Honoured with the Divya Chakra award by the Consulate General of India, he was celebrated for building strong UAEIndia relations and promoting crosscultural connections. In 2023, his 40-year dedication to the beauty industry earned him the Lifetime Achievement Award at BeautyWorld Middle East. Sterling Perfumes also shone at the event, winning Independent Retailer of the Year for its unique ‘Perfume Palace’ in Dubai, home to the World’s Largest Perfume Wall, and the Luxury Packaging of the Year award for ‘Oros, The Inventor.’ Dr. Ali, an esteemed alumnus of European International University- Paris, was also presented with the FTIEA 11th International Excellence & Global Leadership Award 2024.
