You have built a fragrance brand worth buying. We build the digital infrastructure that makes the world buy it — strategy, content, performance marketing, and conversion technology unified under one commercial mandate.
Begin a conversation →Across four fragrance engagements in the UAE and Saudi Arabia.
Blended ROAS across Meta, Google, and Snapchat — Lootah Perfumes.
Net-new digital customers built through performance marketing.
We are not a generalist digital agency. We are an eCommerce practice built from the ground up for fragrance brands.
TFY Commerce is a Dubai-based eCommerce agency specialising in the full commercial infrastructure of direct-to-consumer fragrance and lifestyle brands. We have built the eCommerce and performance marketing operations of two of the UAE's most recognised fragrance houses from zero to scale — architecting the strategy, the content, the advertising, and the web infrastructure that drives consistent, compounding online revenue. The work produced over AED 30 million in total eCommerce sales.
We know this category. We know what converts. We know what the UAE fragrance consumer responds to online — and what they do not.
Every decision is traceable to a commercial outcome.
No vanity metrics. Every number connects to revenue.
Growth is an engineered system that compounds.
We speak as peers to founders serious about performance.
Most agencies approach the UAE fragrance market as a retail category with a digital component. We approach it as a digital category with a retail heritage — which is the correct frame for a brand serious about online growth.
The fragrance consumer who spends more per transaction than any other market — and what earns their trust online.
Marketing oud-based attars versus contemporary eau de parfums requires a completely different strategy. We know both.
Ramadan, Eid, National Day, wedding season — the UAE fragrance calendar, built into every strategy from the start.
Building purchase confidence for a product the customer cannot smell — through imagery, content, and the purchase experience itself.
Saudi Arabia, Kuwait, Qatar, and Bahrain — the regional markets that compound a UAE-first strategy into GCC-wide revenue.
How digital builds rather than replaces the generational fragrance loyalty that defines the Emirati and GCC household.
Digital marketing strategy and eCommerce strategy — the architecture that connects every execution decision to a commercial outcome. We establish category positioning, channel priorities, seasonal calendar, and performance benchmarks before a single dirham is spent.
AI-powered product photography, product video, UGC-format content, and creative visuals built for paid advertising performance. Content produced for the fragrance category is held to the visual standard the product deserves — built to communicate quality and trust at the speed of a social feed.
Full advertising management across Meta, Google, Snapchat, and TikTok — acquisition campaigns, retargeting, and catalogue advertising. We build full-funnel architecture that acquires new fragrance customers profitably and compounds results over time rather than resetting with every campaign.
Websites, landing pages, product display pages, and collection pages designed with conversion as the primary constraint — and fragrance consumer psychology as the design brief. We build infrastructure that earns the sale, not just hosts the product.
A decade of building digital commerce operations for the UAE's most recognised fragrance houses. Architected and scaled the eCommerce and performance marketing systems of Lootah Perfumes and Anfasic from the ground up — generating over AED 30 million in total eCommerce revenue. The practitioner behind every strategy TFY Commerce deploys, with rare category depth earned from operating inside the UAE fragrance industry at the most senior level.
Over twelve years of senior luxury brand management experience, working across a portfolio of global luxury houses including Dior, Prada, and Fenty Beauty. Her deep understanding of luxury consumer behaviour, brand standards, and the premium client relationship translates directly into how TFY Commerce positions and presents fragrance brands in the digital environment. She is the standard-bearer for the quality of work that leaves the agency.
Each built from a defined commercial problem. Each measured against what fragrance brands actually care about.
Lootah Perfumes is one of the UAE's most respected fragrance institutions — a house with deep Emirati heritage and a loyal retail customer base. Online presence was minimal, advertising was ad hoc, and the website existed as a catalogue rather than a sales channel. The brand's digital revenue was effectively zero relative to the scale of the commercial opportunity.
Complete eCommerce infrastructure from the ground up — full eCommerce strategy, conversion-engineered website, AI-powered content pipeline across photography, video, UGC and paid advertising visuals, and full-funnel performance marketing across Meta, Google, and Snapchat. The seasonal advertising calendar was built around UAE fragrance purchasing peaks: Ramadan, Eid, National Day, and the pre-wedding gifting season.
Note: This engagement represents Talal's personal experience as full-time eCommerce and Marketing Manager for the brand.
| Total eCommerce Revenue Generated | AED 18.2M |
| Average Monthly Website Traffic (Year 2) | 20,000 Visitors |
| Average Conversion Rate Achieved | 2.9% |
| Blended Return on Ad Spend (ROAS) | 7.4× |
| Total Online Customer Base Built | +30,400 |
| Average Cost Per Acquisition | AED 80 |
Anfasic — deeply anchored in Emirati oud culture — had a loyal retail base but no functioning digital infrastructure. The challenge was dual: building a standalone eCommerce experience with a robust performance marketing system, while simultaneously communicating the depth of traditional oud products to a younger audience that had difficulty connecting to a brand their parents used.
A comprehensive digital transformation — beginning with a deep ideal customer persona analysis mapping Anfasic's existing consumers' digital behaviour and purchase triggers. The website was rebuilt around individual PDP pages engineered to communicate brand vision and premium imagery for considered, high-value transactions. Content production focused on the cultural and sensory world of Anfasic's products — the raw oud chips, burning bakhoor, smoke and atmosphere of traditional Arabic perfumery — translated into a visual language that performed in digital advertising without losing the authenticity that made the brand what it was.
| Total eCommerce Revenue Generated | AED 4.8M |
| Average Monthly Online Orders | 600+ |
| Average Order Value | AED 580 |
| Return on Ad Spend (ROAS) | 5.1× |
| International Orders (GCC & Beyond) | 9% of total |
| Growth in Repeat Purchase Rate | +32% over 8 months |
A contemporary luxury perfume house drawing on the floral heritage of Arabic perfumery, entering the Saudi market with exceptional product quality but minimal digital infrastructure, no advertising history, and no existing customer base. Every customer would need to be acquired online in one of the most competitive fragrance markets in the region.
A complete eCommerce and digital marketing architecture — brand digital positioning, channel priorities, and audience architecture for a market entry where first impression was everything. Content production established the complete visual language across all digital touchpoints — hero product imagery, campaign content, social assets, and paid advertising creative built to perform from day one. Performance marketing relaunched with a cold acquisition-heavy strategy across Meta and TikTok, with Google Search capturing high-intent fragrance shoppers looking for trusted premium Saudi brands.
| Average Monthly Revenue (Month 12) | SAR 250,000 |
| Total Year One eCommerce Revenue | SAR 2.9M |
| Cost Per New Customer Acquired | SAR 67 |
| Customer Lifetime Value (12-month) | SAR 490 |
| Return on Ad Spend (ROAS) | 5.3× |
| New Customers Acquired | 6,000 customers |
Al Ezz Oud had built a thriving business through retail boutiques in Riyadh, Makkah, and Madinah, with a loyal clientele and a reputation for exceptional raw oud and oud-based compositions. The challenge was structural: 100% of revenue was retail-dependent. One previous eCommerce attempt had been built and abandoned. Leadership were cautious about committing to a second attempt without confidence that the infrastructure would be genuinely different.
We began with a commercial audit of the failed first attempt — identifying each breakdown point: a website not optimised for oud consumer purchase behaviour, no advertising infrastructure, no content pipeline, and no post-purchase retention system. The rebuilt eCommerce experience was designed for the oud consumer's purchase psychology — communicating provenance, oud grades and origins, and the gifting occasion through product pages that replaced the tester bottle. A WhatsApp marketing programme was built to convert retail customers into online purchasers.
| Online Revenue as % of Total (Month 12) | 12% |
| Total Online Revenue Generated | AED 1.2M |
| Retail Customer to Online Conversion | 28% |
| Return on Ad Spend (ROAS) | 4.8× |
| Regional Online Revenue Contribution | 17% |
| WhatsApp Marketing Revenue Contribution | 18% of online |
We do not take every engagement. The brands we work with best have a product worth marketing, leadership committed to building eCommerce as a primary revenue channel, and a willingness to invest in a system rather than a single campaign. If that is where you are, 45 minutes is enough to establish whether we are the right partner.