This Middle Eastern Fragrance Ritual Just Hit the U.S.

“Fragrance Beyond Perfume — A Ritual of Smoke.”

A wisp of perfumed smoke drifts through centuries of tradition and into the modern American home. This is Bukhoor — the burning of natural woods and resins steeped in precious oils — and it’s set to transform the way Americans experience scent.

At the forefront of this journey stands Hind Al Oud, the acclaimed Emirati fragrance house from the Mohamed Hilal Group. Known across the Middle East for its mastery of oud, musk, and incense, Hind Al Oud now opens its world of perfume, oil, and Bukhoor to a new audience of fragrance lovers.

What is Bukhoor?

Bukhoor is more than incense. In Arab culture, it is a ceremony, a welcome, a gift of hospitality. Small chips of agarwood, infused with signature oils, are placed over hot coals or an electric burner, releasing a luxurious smoke that perfumes clothes, hair, and entire rooms. For centuries, it has been woven into daily life — from family gatherings to grand celebrations.

Where candles glow and diffusers hum in the U.S., Bukhoor offers something richer: a living cloud of fragrance that transforms atmosphere instantly.

Hind Al Oud: A House of Fragrance Arts

Founded in the UAE, Hind Al Oud is celebrated for its bold exploration of scent. Each collection embodies a facet of Middle Eastern heritage, presented in sleek, modern packaging. The brand’s portfolio includes:

• Bukhoor & Dokhoon — Hand-crafted incense blends like Ahojas, Oud Al Qasr, and Pink Smoke Oud, soaked in oud, rose, amber, or musk for a smoke as distinctive as a signature.

• Perfumes & Sprays — Icons such as Sheikh A, a regal composition of spice, amber, and agarwood; Emarati Musk, pure and powerful; and Kohl, a darkly sensual ode to tradition.

• Perfume Oils — Concentrated elixirs that linger intimately on the skin.

• Home Rituals — Sculptural burners, incense holders, and curated gift sets designed for both daily use and celebration.

Across more than 70 fragrances, Hind Al Oud has built a global reputation for authenticity, artistry, and modern luxury.

Why Bukhoor Resonates with the U.S.

Americans have embraced candles, room sprays, and essential oils — but Bukhoor offers something entirely new:

1. Cultural Storytelling – Every cloud of smoke carries centuries of tradition.

2. Layered Luxury – Bukhoor perfumes fabrics, hair, and skin, creating a personal aura that lasts.

3. Modern Ritual – Ideal for meditation, entertaining, or setting the mood, it is both personal and shared.

4. Gift Culture – Presented in sculptural jars and gilded boxes, Bukhoor is fragrance elevated into art.

The Scent of Welcome

With Hind Al Oud, fragrance becomes more than perfume — it becomes atmosphere, memory, and hospitality. From its iconic perfumes to the ceremonial art of Bukhoor, the house offers a journey from the heart of the Emirates to the modern American lifestyle.

Experience Hind Al Oud. Experience the art of smoke.