British haute perfumery house Roja London acquired by Extravaganza Beauty

By Alessandro Carrara | Published: 18-Sep-2026 Alessandro Carrara
Fragrance Finance

The new investment from Extravaganza Beauty, a Middle Eastern beauty conglomerate, will be directed toward supporting Roja London's expansion

British haute perfumery house Roja London acquired by Extravaganza Beauty

Roja London, the independent British haute perfumery house, has been acquired by Middle Eastern beauty conglomerate Extravaganza Beauty.

The new investment from Extravaganza Beauty will be directed toward supporting Roja London's expansion goals.

This includes deepening the brand's presence in key markets and continuing to invest in product development and innovation across its signature collections, including the Prestige, Elysium, Aoud, Isola and Art Collections.

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Roja London was established in Mayfair in 2011 by Roja Dove, a British master perfumer and fragrance historian.

The financial terms of the transaction have not been disclosed.

Audrey Minard, Global CEO, Roja London, said: “From the beginning of our commercial partnership in the Gulf Cooperation Council [GCC] region, Extravaganza Beauty has demonstrated a strong understanding of the standards required to successfully build and commercialise niche luxury fragrances. 

“What particularly excites me about this new partnership is the entrepreneurial spirit and ambitions we share.

“This is  an exciting opportunity to evolve our brand story, accelerate the next phase of Roja London’s global growth and reinforce our positioning in the Middle East.”

Minard will remain in her role following completion of the deal, continuing to lead the vision and strategy as the brand enters its next phase of growth.

She has led Roja London since 2021 and stated she will continue to strengthen its position as a dedicated luxury fragrance house.  

Founder Dove will transition to a consultancy role, continuing to share his expertise and creative guidance with the house he founded as it enters this next chapter.

Dove added: "Creating Roja London was incredibly personal and was born from passion and my love of quality and creativity. 

“Choosing the right partner for its next chapter, one who understands the soul of the company, to ensure that it flourishes was essential for me – Extravaganza Beauty is that company.

“They have championed creative perfumery in the  Middle East and have the drive, expertise, and respect for the brand to allow it to grow and reach its full potential, whilst protecting its distinctive character.”

Chadi Douaihy, Chairman, Extravaganza Beauty, continued: “We have been impressed by what the management team has achieved over the past few years at Roja London.

“Our investment reflects our confidence in the brand, its team and its long-term potential.

“We look forward to supporting  the business in its next stage of growth, accelerating its development and taking it to the next level, while continuing  to deliver an uncompromising luxury experience.”

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