The kings loved it! The Queens loved it! The thieves loved it! The common man walking on the street loved it! And, today’s fragrance industry loves it too! Oud (or oudh) is also known as agarwood, aloeswood or gharuwood.

Known as the "Wood of the God", oud is the basis of some of the world’s most extravagant perfumes. Derived from the resinous bark of a tree that only grows exclusively in parts of Southeast Asia, it is also one of the world’s rarest and most expensive commodities - kilo for kilo, it is more costly than gold.

Unlike ingredients common in contemporary men’s fragrances, like sandalwood, vanilla or bergamot, oud’s distinctiveness and punchiness makes it the Marmite of perfumery. It’s so extreme, so demonstrative, so powerful and makes a huge statement that is hard to capture in words. You can only know it when you experience it.

Oud has an incredible depth to it - it’s a unique smell entirely on its own. In a composition of fragrance, it generally sits at the bottom to make the fragrance last longer on the skin. It has an ability to hold other scents in place, thus, making the entire perfume wearing experience a joy for the wearer.

There are scents that you like when you wear but wearing Oud is an experience of its own - the scent is alive, it touches you deep inside and it talks to the wearer. Oud drives depression away and garners feelings of joy and satisfaction.