Trade Routes

AlUla 2024

AlUla by Penhaligon's
We may earn a commission when you buy from links on our site, including the eBay Partner Network and Amazon.
7.8 / 10 73 Ratings
A new perfume by Penhaligon's for women and men, released in 2024. The scent is sweet-spicy. It is being marketed by Puig.
We may earn a commission when you buy from links on our site, including the eBay Partner Network and Amazon.

Main accords

Sweet
Spicy
Oriental
Fruity
Gourmand

Fragrance Pyramid

Top Notes Top Notes
PlumPlum TurmericTurmeric Black pepperBlack pepper
Heart Notes Heart Notes
VanillaVanilla SaffronSaffron Guatemala cardamomGuatemala cardamom
Base Notes Base Notes
FrankincenseFrankincense PatchouliPatchouli TobaccoTobacco

Perfumer

Videos
Ratings
Scent
7.873 Ratings
Longevity
7.359 Ratings
Sillage
6.859 Ratings
Bottle
8.464 Ratings
Value for money
6.235 Ratings
Submitted by Spl3xx, last update on 10/11/2024.
Interesting Facts
The fragrance is named after the oasis at which Saudi Arabia's first UNESCO World Heritage Site, Hegra, is located.
The fragrance is part of the "Trade Routes" collection.

Smells similar

What the fragrance is similar to
Boundless by Amouage
Boundless
L'Homme Idéal Extrême by Guerlain
L'Homme Idéal Extrême
Herod by Parfums de Marly
Herod
Ambre sultan (Eau de Parfum) by Serge Lutens
Ambre sultan Eau de Parfum
L'Homme Idéal (Eau de Parfum) by Guerlain
L'Homme Idéal Eau de Parfum
Legacy of Petra by Penhaligon's
Legacy of Petra

Statements

1 short view on the fragrance
NicheOnlyNicheOnly 6 months ago
7
Bottle
5
Sillage
7
Longevity
6
Scent
Opens sweet, warm spicy - a lot like Herod. Drydown more ambery like Boundless. Lacks sillage vs. its comps, €250/100ml is bad.
0 Comments

Reviews

3 in-depth fragrance descriptions
9
Bottle
7
Sillage
7
Longevity
8.5
Scent
KimJong

64 Reviews
KimJong
KimJong
1  
Dilemma: Penhaligon's Balancing Act Between Heritage and Trend
In the decade since its acquisition by Puig, Penhaligon's has undergone a significant transformation. The storied British perfumer, once renowned for creating iconic scents such as Endymion, Sartorial, Bayolea, and Juniper Sling, has pivoted to cater to a markedly different consumer base.

This evolution brings both advantages and challenges. On the positive side, Penhaligon's has become remarkably agile in responding to market trends. More impressively, the brand has demonstrated a knack for creating hybrid fragrances that deftly combine multiple contemporary olfactory themes. Their latest offering, Al Ula, exemplifies this approach. This oriental fragrance seeks to transcend the global oudy-oriental phenomenon by ingeniously blending several current trends: sweet, boozy masculine scents; fizzy, creamy frankincense notes; and crisp vanilla accords with spicy undertones. From a 2024 perspective, Al Ula represents not only a faithful interpretation of recent fragrance trends but also a harbinger of future directions in perfumery.

However, this shift in strategy is not without its drawbacks. Penhaligon's, once a bastion of British olfactory tradition, now risks being perceived as just another designer brand chasing the latest fads. The similarity between Al Ula and mainstream offerings like Boss Bottled Elixir or YSL Black Opium Over Red is hard to ignore. While not exact replicas, these fragrances share a common trajectory, seemingly driven by the same market forces. This transformation raises questions about brand identity and the balance between innovation and heritage in the ever-evolving world of luxury perfumery.

Moreover, Al Ula's similarities to other Puig-era Penhaligon's fragrances - such as Halfeti, Cairo, and Legacy of Petra - raise concerns about brand cohesion and product differentiation. While Al Ula may represent an evolution of these scents, it inevitably competes with its predecessors. This proliferation of similar offerings could lead to a paradox of choice for consumers, potentially relegating some purchases to mere collectibles, occupying valuable space but rarely used.

This approach stands in stark contrast to Penhaligon's traditional ethos. The classic Penhaligon's catered to a conservative clientele who valued timelessness over trendiness. These fragrances were crafted to be versatile, suitable for any season or occasion, designed to become lifelong companions rather than fleeting indulgences. A prime example is Endymion, a scent that, despite its lack of avant-garde characteristics, has remained a personal favorite for over 15 years. Its enduring appeal lies not in its ability to capture the zeitgeist, but in its power to evoke nostalgia - transporting the wearer to an era before the ubiquity of digital distractions like TikTok or Netflix.

The longevity of fragrances like Endymion speaks to a deeper truth about perfumery: the most impactful scents are those that become intertwined with our personal narratives. They cease to be mere products and transform into olfactory bookmarks of our lives, marking chapters and evoking memories with each application.

This shift in Penhaligon's strategy prompts reflection on the nature of luxury in the fragrance industry. Is true luxury found in chasing the latest trends, or in creating timeless classics that stand the test of time? As Penhaligon's navigates its new identity under Puig's ownership, it faces the challenge of balancing innovation with the heritage that has made it a beloved name in British perfumery for over 150 years.

In its current incarnation, Penhaligon's has positioned itself at the apex of the luxury fragrance market, catering to avid collectors who often acquire scents beyond practical need. Al Ula epitomizes this shift, representing both the zenith of the brand's new direction and the potential pitfalls of such a strategy. While undeniably sophisticated, it raises questions about its long-term relevance in an already saturated personal collection.

This fragrance, despite its undeniable quality, may struggle to establish itself as a staple in the way its predecessors did. It's conceivable that Al Ula might become a relic of a particular moment in olfactory trends rather than a timeless classic. The rapid pace of new releases in the industry, coupled with Penhaligon's own evolving portfolio, makes it difficult to envision Al Ula maintaining its prominence over a 15-year span. Indeed, it seems almost inevitable that Penhaligon's will introduce even more captivating creations in the near future, potentially overshadowing today's novelties.

However, when viewed through the lens of present enjoyment rather than future legacy, Al Ula's merits become clear. It stands as a testament to Penhaligon's current prowess in fragrance creation - a clever, intellectually stimulating scent that offers significant pleasure to its wearer. This dichotomy between immediate gratification and lasting value encapsulates the challenges faced by luxury perfume houses in an era of fast fashion and rapidly changing consumer preferences.
0 Comments
7
Pricing
7
Bottle
7
Sillage
5
Longevity
7
Scent
DNiche

10 Reviews
DNiche
DNiche
1  
Balanced creation
I have just tried this new Penhaligon’s fragrance and I have been surprised by the modern twist given to classic Arabic scents. The softness of plum smooths the incense notes and the vanilla is the unexpected companion and binds everything together. I have just been disappointed by the longevity which I would describe as a bit disappointing.
0 Comments
7
Sillage
9
Longevity
8.5
Scent
Dennis1104

472 Reviews
Translated Show original Show translation
Dennis1104
Dennis1104
5  
Already liked at the beginning and learned to love even more over time
AlUla is a fragrance that I really liked right from the start. However, I always struggled a little with the top note from time to time. In the meantime, however, I also like this phase and I've even come to love the rest of it more and more bit by bit.

The fragrance starts with a recognizable plum. There are also noticeable oriental spices, but they are pleasant.
In my opinion, the spice is by no means overdone.
I think the saffron seeps through a little and even the patchouli hints at something. Furthermore, the tobacco can also already be sensed, as well as a super subtle smoky haze.

Over time, the AlUla develops a certain kind of sweetness and creaminess. The saffron becomes more intense, but with the vanilla and cardamom it has two players that make it soft and sweet.
I like this kind of saffron.

The more time passes, the more fruity impressions emerge. I can't quite explain where they come from, but they are definitely there.
In my opinion, it smells really good and fits in with the rest of the fragrance.
This fruitiness even gave me "partial" bubble gum vibes. Quite crazy!
In addition, the tobacco becomes a little more intense, but remains very pleasing.

The composition of all the notes fits together well and the different accords and impressions harmonize well with each other.

I can also rate the performance as very positive.
I cannot confirm the rating of 7.3 in terms of durability. It easily lasts a working day for me. It is even still visible on the skin afterwards.
However, I find the sillage weaker. Nevertheless, it is not bad.

All in all, a great fragrance that I like more and more over time.
The AlUla is definitely worth a test.
0 Comments

Charts

This is how the community classifies the fragrance.
Pie Chart Radar Chart

Images

2 fragrance photos of the community

Popular by Penhaligon's

The Tragedy of Lord George by Penhaligon's Halfeti by Penhaligon's Sartorial by Penhaligon's The Blazing Mister Sam by Penhaligon's Changing Constance by Penhaligon's Luna (Eau de Toilette) by Penhaligon's The Bewitching Yasmine by Penhaligon's Much Ado about the Duke by Penhaligon's Artemisia (Eau de Parfum) by Penhaligon's Blenheim Bouquet (Eau de Toilette) by Penhaligon's Malabah (Eau de Parfum) by Penhaligon's Juniper Sling by Penhaligon's The Omniscient Mister Thompson by Penhaligon's Endymion by Penhaligon's The Uncompromising Sohan by Penhaligon's Babylon by Penhaligon's Roaring Radcliff by Penhaligon's Lothair by Penhaligon's Iris Prima by Penhaligon's Halfeti Leather by Penhaligon's The World According To Arthur by Penhaligon's