Singapore’s perfume lovers now have a new destination to indulge their senses.
Raxsan’s Fragrance Castle Experience Centre at Jurong West Avenue 5, features a record-breaking wall of 614 perfumes, certified by the Singapore Book of Records as the nation’s largest.
Measuring 8.13 metres by 3.6 metres, the wall showcases a stunning collection of fragrances sourced primarily from the Middle East, representing renowned brands such as Hamidi, Maryaj, Siyate, Rayhaan, Lyla Blanc, and Armaf.
The centre is helmed by Director B.K. Arun, along with his wife, Srilakshmi M.S., and their sons, Rakshith and Sanjith.
“We were inspired by our principals, Sterling Perfumes in Dubai, who built the world’s longest perfume wall,” said Mr Arun. “Given Singapore’s space constraints, we wanted to create something iconic that celebrates our passion for Middle Eastern fragrances – and we’re proud to have set a national record.”
Sterling’s wall at its first-ever retail store at Dubai Investment Park 2 features 2,760 unique perfumes, each of them manufactured by Sterling since its inception in 1998.
Unlike a traditional retail store, the Fragrance Castle is designed as an experience centre. Visitors can freely sample from hundreds of open bottles, guided by their personal preferences rather than sales pressure.
“Perfume is personal – like food, it must be experienced,” Mr Arun explained. “We invite enthusiasts to explore at their own pace, smell, compare, and discover what truly resonates.”
The family-run business, established in 2017, has grown into one of Singapore’s largest importers and exporters of Middle Eastern perfumes.
The centre also serves as a resource hub for retailers and distributors to evaluate new launches and customer favourites.
The opening also featured the Singapore launch of Armaf’s “Island Breeze”, following its global debut at the Cannes International Perfume Expo last month.
Mr Arun added that Middle Eastern fragrances are gaining global popularity for their affordability, quality, and longevity, often offering double the value compared to European counterparts.
“Singapore’s market is mature and discerning. Our customers value authenticity and performance, and Middle Eastern perfumes now meet global standards,” he said.
Beyond physical retail, Fragrance Castle has a strong online presence via Shopee, Lazada, and fragrancecastle.com, as well as vibrant engagement on TikTok with influencer partnerships.
With its blend of heritage, innovation, and sensory immersion, the new Fragrance Castle Experience Centre promises to be a fragrant landmark for perfume enthusiasts across Singapore.
