Sultan Alkokhardi is helping build a distinctly Emirati identity within the international niche fragrance market. As CEO and Co-Founder of GHAFF, he is working alongside Dr. Bader Nasser Marzooq to create a fragrance house rooted in UAE heritage while designed for a global audience.
GHAFF takes its name from the Ghaf tree, the national tree of the UAE and a symbol associated with resilience, generosity and connection to the land. The brand translates these cultural references into contemporary perfumery through collaborations, craftsmanship and storytelling.
For Alkokhardi, the challenge is bigger than creating individual fragrances. It is about establishing an Emirati luxury brand in a category traditionally dominated by established international houses.
GHAFF’s launch in 2026 marked a significant step in that direction. The company describes its philosophy as “Rooted in Heritage,” using the UAE’s landscapes, memories and cultural values as creative foundations.
The strategy illustrates how cultural identity can become a commercial asset when it is expressed with consistency and contemporary design. Alkokhardi’s role sits at the center of that process, connecting heritage, brand building and international ambition.
Source:
GHAFF official website