Our Story
Kenz de Rasasi Emerges From The Proud Heritage Of Rasasi,
built on decades of craftsmanship, innovation and excellence. It represents the next level of the Rasasi story, carrying forward the same spirit of vision, ambition and mastery that shaped some of the region’s most iconic creations.
Meaning “the treasure of Rasasi,” it embodies the brand’s finest values in an even more elevated, luxurious and meticulously refined form. It continues the legacy with richer compositions, higher-quality materials and a modern sophistication that honours where Rasasi began while defining where it goes next.
Anis Abdul Razak
The Visionary FounderAt the heart of Rasasi’s legacy stands Mr. Anis Abdul Razak, the visionary behind iconic creations such as Hawas, La Yuqawam, Boruzz, and Wisam fragrances that have shaped Rasasi’s modern identity and global presence across more than 250 retail stores.
Kenz de Rasasi represents the evolution of this legacy, an elevated expression of contemporary luxury guided by the same values of craftsmanship, balance, and innovation. Through refined compositions and purposeful design, Kenz reinterprets modern perfumery with quiet sophistication and meticulous attention to detail.
Rooted in authenticity and driven by intent, Kenz de Rasasi celebrates understated elegance and timeless excellence crafted for those who recognize that true luxury is defined by vision, precision, and respect for the art of perfumery.
What Drives Us
At Kenz de Rasasi, we are driven by a philosophy of intentional luxury where every detail serves a purpose. Our creations are guided by refined compositions, thoughtful craftsmanship, and a deep respect for the art of perfumery. Rooted in Rasasi’s legacy yet shaped by a modern sensibility, Kenz de Rasasi reflects a balance of heritage and innovation, expressed through understated elegance. Each fragrance is crafted with precision and emotion, honoring authenticity, excellence, and a timeless approach to contemporary luxury.
Commitment to the Future
Kenz de Rasasi looks ahead with a clear and deliberate vision: to shape contemporary perfumery through refinement, purpose, and lasting value. Our commitment lies in creating fragrances that evolve with time crafted with integrity, thoughtful innovation, and enduring relevance. Guided by quality, responsibility, and restraint, the future of Kenz de Rasasi is built on excellence that speaks quietly yet powerfully to both today and tomorrow.
The Heart of Kenz De Rasasi
Kenz de Rasasi is intention. It is the detail felt before it is seen. The depth that unfolds with time. The quiet confidence of refinement.
Rooted in heritage and shaped for the modern world, Kenz de Rasasi moves with purpose across cultures and moments. Each creation is composed with precision. Each bottle reflects meaning. Kenz de Rasasi does not seek attention. It defines presence.
Every creation at Kenz de Rasasi begins with a deliberate commitment to authenticity. Our ingredients are selected in collaboration with trusted growers and distillers who respect both origin and craft. Ethically sourced botanicals, refined essential oils, and carefully derived absolutes are chosen for their purity and character not excess. Each element is assessed for quality, traceability, and responsibility, ensuring that every fragrance reflects integrity at every stage of its journey.
Our Philosophy & Pillars
Luxury has purpose only when it honors its responsibility.
Legacy, & Reimagined
Kenz de Rasasi takes the depth and mastery of Rasasi and moves it forward with a new creative attitude. Heritage is not repeated; it is reinterpreted for a generation that values both roots and reinvention.
Unexpected Refinement
True sophistication is found in contrast. Kenz de Rasasi brings together bold and delicate, familiar and surprising, creating fragrances that feel polished yet never predictable.
Designed to Be Remembered
Every detail is created with presence in mind from the scent itself to the bottle, materials, and visual identity. Kenz de Rasasi is designed not simply to be noticed, but to remain in memory.
Individual by Nature
Kenz de Rasasi celebrates people who define themselves rather than follow conventions. Each fragrance becomes a personal signature distinctive, expressive, and open to individual interpretation.
Cultural & Fluidity
Rooted in the Middle East and shaped by a global point of view, Kenz de Rasasi moves naturally between cultures, tastes, and lifestyles. It reflects a modern world where identity is layered, connected, and constantly evolving.
The Art of Desire
Kenz de Rasasi creates more than fragrance; it creates attraction. Through scent, texture, form, and storytelling, every creation is designed to awaken curiosity and turn discovery into desire.