JOURNEY

At Sterling Group, we celebrate our milestones as markers of innovation and trust in the beauty and fragrances industry. Each achievement reflects our pioneering spirit and commitment to connecting people through the universal language of beauty.

STERLING MILESTONES

Get a glimpse of the sterling journey of Sterling Perfumes Industries – from our inception in 1998. Landmarks and milestones that have made us a name to reckon with.

  • 1998 – Sterling Perfumes Industries is born

    The first step is set with the establishment of Sterling Perfumes Industries – with a vision to become the region’s specialist in the manufacture and distribution of fragrances for a global audience.

  • 2002 – Premier Plastic Industries LLC breaks ground

    To build up the manufacturing base, Premier Plastic is established. This helps develop and manufacture a diverse range of plastic items – from cosmetic containers to caps and closures for perfume bottles, aerosols and mineral water bottles using state-of-the-art machinery.

  • 2004 – Premier Cosmetics begins its foray

    Six years down the journey, Sterling Perfumes Industries has already built an enviable reputation as one of the largest and leafing perfume companies in the Middle East. The growth is enhanced with the establishment of Premier Cosmetics, a new venture into the world of beauty and personal care.

  • 2005 – Hamidi Oud and Perfumes is born

    Originating from the word ‘Hamid’ which means praised, Hamidi Oud and Perfumes is launched. It is dedicated to oriental perfumery connoisseurs, those who are deeply intrigued by the mysticism of Arabic perfumery and traditional values. In 2005, Sterling opens its first retail outlet for Hamidi in Deira, the second in 2006 in Sharjah, and the third in 2019 in Deira.

  • 2006 – HAMIDI expands

    2006 marked a significant milestone for Hamidi, as they opened their second retail store in Sharjah. This expansion demonstrated the brand's growing popularity and commitment to providing their customers with convenient access to their products.

  • 2008 – Sterling Distribution Company LLC is launched

    To handle the growing distribution of Sterling Perfumes Industries, Sterling Distribution is launched with an ambition to handle distribution to local retail businesses.

    2008 – Cosmo Cosmetics is launched

    Care meets convenience with the launch of Cosmo Cosmetics. It quickly carves a nice in the beauty and cosmetics industry and spreads its wings to become a trusted name globally.

  • 2009 – The new DIP Facility is inaugurated

    Sterling Perfumes Industries relocates to our current facility in Dubai Investment Park. A manufacturing base that extends to 500,000 square feet and utilizes the latest innovative techniques.

  • 2010 – The luxury of ARMAF dawns

    Sterling Perfumes Industries launches Armaf – an expression of luxury – original, innovative and crafted like couture. This is a collection of luxurious French fragrances that resonate with style and sophistication. Bringing forth an imagination and a convergence of style that inspires.

  • 2011 – Sea Pearl shines

    Sea Pearl, the region’s specialist in the manufacture and distribution of the finest cosmetic cotton and personal care products, is launched. The aim is to serve Africa, Asia, Europe and the Middle East.

  • 2013 – Oros, jointly marketed with Swarovski, takes shape

    A unique association with the prestigious Swarovski brand, Oros is created by Sterling Perfumes Industries with the help of connoisseurs who add a French touch, personality and sophistication to the packaging and products.

    2013 – Official Licensee of Warner Bros. Consumer products across MEA

    Sterling Parfums becomes officially licensed to manufacture Warner Brothers’ character-themed perfumes and cosmetics for the Middle East and Africa.

  • 2014 – Estiara Passion starts its journey

    With its collection of premium personal care products and delicious, inspiring, floral and fruity fragrances, Estiara Passion unveils its tiara..

  • 2015 – Cosmetics Factory grows bigger and better

    2015 marked a significant milestone for Hamidi as they expanded their cosmetics factory. This expansion allowed for increased production capacity and the development of new and innovative products.

  • 2018 – Visit of His Holiness Syedna Mufaddal Saifuddin

    In 2018, His Holiness Syedna Mufaddal Saifuddin made a significant visit to Sterling, where he engaged with the local community and shared messages of unity and spiritual guidance.

  • 2019/2020 – Halal Certification

    Sterling Perfumes Industries receives the Halal Certification for their range of products.

  • 2020 – FDA Certification for our COSOMO sanitizer brands

    Sterling Perfumes Industries becomes the only company in the UAE to receive the USA FDA Certification for our COSMO sanitizer brands.

    2020 – Set-up of In-House Research & Development Lab

    Sterling Perfumes Industries sets up an in-house Lab for materials testing and quality control.

    2020 – Official Licensee of Sanrio Consumer products across MEA

    Sterling Parfums becomes officially licensed to manufacture Sanrio’s character-themed perfumes and cosmetics for the Middle East and Africa.

  • 2021 – Risala Perfumes is launched

    Dedicated to connoisseurs of oriental perfumery, Risala invites those drawn to the mystique of Arabic scents, offering fragrances steeped in Oriental tradition and cultural heritage.

    2021 – The Digital Revolution begins

    Sterling Perfumes Industries steps into the Digital space with the launch of E-Commerce platforms to touch even more lives across geographies.

  • 2022– BEAUTYWORLD Middle East Winners

    In 2022, BeautyWorld achieved significant recognition by winning two esteemed awards: "Consumer Fragrance of the Year" for Club de Nuit Intense Man and "Breakout Star Product of the Year" for Club de Nuit Sillage.

    2022 – Launch of Travel Retail Market

    In 2022, Sterling marked a significant milestone with the launch of its Travel Retail Market, aiming to enhance the shopping experience for travelers worldwide.

  • 2023 – The World’s Largest Perfume Wall is inaugurated

    Sterling Perfumes Industries inaugurates ‘The World’s Largest Perfume Wall’ at its facility in DIP 2, Dubai, UAE. Created to honour the commencement of the 25th Year of Sterling in 2023 (since its inception in 1998), the Wall is studded with 2760 perfumes, all of which are unique and manufactured in-house by the ‘House of Sterling’.

    2023 – BEAUTYWORLD Middle East Winners

    In 2023, BeautyWorld Middle East celebrated remarkable achievements by winning two prestigious awards: "Independent Retailer of the Year," in collaboration with Perfume Palace, and "Luxury Packaging of the Year," alongside Oros the Inventor.

    2023 – ARMAF BEAUTÉ is launched

    ARMAF BEAUTÉ is launched as a makeup brand that celebrates self-expression and empowers individuality through an inclusive range that honors all skin tones, genders, and styles.

  • 2024 – Launch of Risala Elite

    Risala Elite debuts as a premium fragrance collection, crafted for those who seek bold scents and refined luxury. With exquisite ingredients, heavy bottles, and elegant packaging, it embodies sophistication and timeless allure.

    2024 – Launch of Amiri by Hamidi

    Amiri by Hamidi launches as a distinguished line of oriental fragrances, exuding power and prestige. Blending the finest exotic ingredients, it creates a commanding olfactive signature for those who leave an unforgettable impression.

    2024 – Launch of the Largest Influencer Campaign

    Sterling unveils its biggest influencer campaign, bringing together global voices to amplify its presence. Through exclusive luxury experiences and authentic collaborations, the campaign strengthens brand impact while expanding visibility across diverse audiences.