How did it all start? 

EPL started with one simple goal: to keep our loyal customers happy by offering more variety and meeting their changing demands.

While Scent Salim continues to focus more on Arabian and niche fragrances, we recognised that some of our younger-generation customers still wanted high-quality designer-inspired scents — but with an Arabian twist, stronger performance and longer-lasting fragrances.

The new-generation team at Scent Salim, including Haroon, Azhar and many others, wanted to create something separate: a venture that would allow us to explore this side of perfumery while keeping the same values, experience and quality standards that Scent Salim has built since 2010.

And that’s where EPL was born.