For centuries, frankincense has been a defining feature of Dhofar’s cultural and economic landscape, linking the region to global trade networks. Now, Omani luxury perfumery house Amouage is seeking to transform this heritage commodity into a modern, sustainable business that meets the growing demand for ethically sourced natural ingredients in the global luxury market.

At Wadi Dawkah, a UNESCO World Heritage site within the Land of Frankincense, Amouage has developed a sourcing model over the past three and a half years designed to ensure traceability, environmental protection, and transparency from harvest to final product. The company aims to expand this methodology at scale to produce significant quantities of Omani frankincense, specifically from Boswellia sacra trees, which are prized for their unique aromatic qualities.

Matthew Wright, Director of Natural Ingredient Platforms at Amouage SAOC, highlighted the importance of offering a certified luxury ingredient with a clear provenance to increase Oman’s share of the international frankincense market. The approach comes amid rising global scrutiny of supply chains, where buyers increasingly demand evidence of ethical sourcing and ecological stewardship alongside product quality.

Building on Wadi Dawkah’s example, Amouage has initiated a pilot project at Wadi Gazelle, a 1,500-acre site in Dhofar. The company has established a working camp there, employing and training local Omanis to harvest frankincense in a sustainable fashion. Wright expressed optimism that, if successful over the next 18 months, the operation could expand to create a network of harvesting sites across the region adhering to international environmental and ethical standards. Subsequent distillation at Wadi Dawkah would produce high-quality frankincense oil for luxury perfumery.

The initiative aligns with Oman’s broader economic objectives under Vision 2040, which emphasizes diversification, sustainability, and value-added industries. Developing a scalable, scientifically managed frankincense supply chain could bolster rural employment, protect biodiversity, enhance heritage tourism, and strengthen Oman’s position in the high-end natural ingredients market.

Amouage’s strategy also focuses on community engagement by employing Omanis with historical ties to frankincense harvesting, ensuring local knowledge and stewardship underpin the model. This emphasis on local participation is seen as crucial to maintaining the delicate balance between commercial expansion and conservation of the region’s ecological and cultural heritage.

Additionally, Amouage views its natural ingredient initiatives—frankincense in the south and rose in the north—as central to its environmental, social, and governance commitments. Since the appointment of CEO Marco Parsiegla and Chief Creative Officer Renaud Salmon, the company has increasingly concentrated production in Muscat while deepening ties to Omani natural resources.

For Amouage, promoting sustainably sourced frankincense is not only about securing supply but also about showcasing Oman’s rich heritage to a global audience through scent. The success of the Wadi Gazelle pilot will be critical in determining whether Oman can establish a premium frankincense industry that transforms an ancient symbol into a valuable and sustainable economic asset.