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About Us | LUYUK
About LUYUK

Where skin becomes memory.

LUYUK is a Dubai-born niche fragrance house, crafting identity-led scents for those who wear perfume not to be noticed, but to be remembered.

Our Story

LUYUK began with a simple observation: the fragrances that stay with us aren't the loudest ones — they're the ones tied to a moment, a person, a feeling we can't quite name but never forget. We wanted to build a house around that idea.

Founded in Dubai and built for the world, LUYUK occupies the space between heritage luxury houses and cerebral indie perfumery — a territory of self-knowledge and emotional luxury that belongs to us alone. Every fragrance we release is limited by design, curated rather than mass-produced, and made to feel less like a product and more like a piece of memory you choose to wear.

We launched with three hero fragrances — Ghost Tobacco, Crimson Kiss, and Sweet Crime — each built around a distinct emotional identity rather than a passing trend. It's a small beginning, deliberately so. LUYUK is not trying to be for everyone. It's trying to be unforgettable to the right person.

Saifeddine, Founder & Creative Director of LUYUK
The Founder

Saifeddine

Founder & Creative Director of LUYUK | Entrepreneur | Business Consultant

Saifeddine isn't a perfumer — he's a builder. Before LUYUK, he spent his career as an entrepreneur and business consultant, helping companies sharpen their strategy, structure, and growth. That background shows up in how LUYUK was built: not as a passion project chasing trends, but as a brand with disciplined positioning, a clear identity, and a long-term plan behind every decision.

LUYUK is where that business instinct meets a personal obsession with scent as memory. Saifeddine directs every fragrance from concept to bottle, working closely with perfumers to translate feeling into formula, while applying the same rigor he brings to consulting — questioning every assumption, protecting the brand's positioning, and refusing to compromise it for a quick sale.

He treats LUYUK the way he treats every venture he takes on: hands-on, deliberate, and built to last.

A Message From the Founder
"I didn't start LUYUK to make another fragrance. I started it because I wanted to build something that could hold a memory the way certain songs, certain rooms, certain people do. Every bottle we release carries that intention — nothing is made to be loud, everything is made to be remembered. Thank you for being part of this from the beginning. This is only the start."
Saifeddine
Founder & Creative Director, LUYUK

Curated, Not Mass-Made

Every fragrance is released in limited quantities, by design.

Identity Over Trend

Each scent is built to express who you are, not what's popular.

Founder-Led

Personally directed, from concept to bottle.