Kenz de Rasasi Launches Hawas FROST With Everest Record and Dubai Light Show

Kenz de Rasasi has launched Hawas FROST, its newest men's fragrance, and it used two very different stages to do it. The first was in the Everest region of Nepal, at an altitude of 5,170 metres, where the product was unveiled on November 2, 2026. The event set a Guinness World Records title for the highest-altitude perfume product launch. The second stage was in Dubai, four days later.

That Dubai unveiling took place on November 6 and featured a one-minute animation on the facade of the Burj Khalifa. About 200 invited guests attended. Between the two dates, the same fragrance was presented on a Himalayan slope and then on a Dubai skyscraper.

The bottle that went up the mountain travelled with Nima Tenji Sherpa, a 12-time Everest summiteer. It came back and was auctioned in Dubai for AED 260,000. Proceeds from the sale were donated to Dubai Cares to support youth empowerment and development initiatives.

Hawas FROST belongs to the brand's Beyond Hawas collection. Lemon, peppermint and pear make up the top notes. The heart brings marine accords, lily of the valley, lavandin, rose and cyclamen, and the base combines amber, woods and musk. Fragrance oil concentration sits at roughly 30% to 35%, and the brand says the composition is built to deliver more than ten hours of wear. The pyramid moves from a sharp citrus opening to a floral and marine middle and a warm finish, a structure that keeps the top bright and the close soft. The juice comes in a hand-polished glass bottle with a matte frost gradient. Packaging is FSC-certified and wrapped in a fully recyclable sleeve.

Kenz de Rasasi is itself new. The brand launched at Beautyworld Middle East in October 2026 with eight fragrance collections, and it builds on the heritage of Rasasi Perfumes, which was founded in Dubai in 1979. The parent house has been in the perfume trade for decades, and the new label presents itself as a younger, export-minded extension of it. It sits in the affordable luxury segment, and international expansion is its stated focus.

Affordable luxury is a crowded shelf to join, and a brand that is weeks old has to buy attention before it can buy space. The Everest record and the Burj Khalifa animation are expensive ways to do that, yet they produce something a print advertisement cannot: a story. A record title also gives a young label a claim with a number attached, which is easier to repeat in a retail pitch than a description of how a scent smells. The auction adds a second layer by turning part of that attention into a donation, which gives retailers and shoppers another reason to say the name out loud. The specification sheet does quieter work. An oil concentration of 30% to 35% and a ten-hour wear claim are the figures a repeat buyer weighs against price, and they decide whether a launch becomes one news cycle or a product that stays on the shelf.

Hawas FROST is set to be available across the GCC, India, the UK, Europe, the US, Latin America and Southeast Asia. That is a wide footprint for a house this young: the Gulf first, then South Asia, Europe, North America, Latin America and Southeast Asia, all from a brand that showed its first eight collections in October.