THE WHAT? Dubai Duty Free reported its highest-ever monthly revenue in November 2025, with fragrances leading category growth as part of the retailer’s record AED876.56m (US$240.16m) performance.
THE DETAILS Fragrances remained Dubai Duty Free’s top category, generating AED160.58m in November—up +13.29% year-on-year—supported by newness, exclusives and strong traveller demand. The category’s momentum contributed significantly to the retailer achieving its strongest month in 42 years and surpassing the US$2bn sales mark by mid-November.
Beauty-adjacent categories also recorded solid gains: luxury fashion rose +40.32% with higher average transaction values, and electronics saw uplift from high-ticket purchases, indicating continued appetite for premium retail across terminals.
Regional performance was broadly positive, with Europe (+23.57%), Russia (+27.60%), and the Middle East (+18.09%) helping drive beauty sales. Increased spend per shopper, particularly from travellers to the Americas, Africa and Russian-speaking markets, supported elevated fragrance purchasing.
THE WHY? The sustained strength in fragrances reflects ongoing premiumisation in travel retail and strong consumer response to exclusive and newly launched beauty products.
Source: TR Business
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