PHASE I · DEC 25–JAN 26
Launch & validation
Built the Shopify store, integrated Tabby (BNPL) and Apple Pay, launched first campaigns. Break-even 1.0× ROAS was expected for a premium brand with zero prior trust. 1,500→2,500 AED · 1.0×→3.0×.
E-Commerce · Luxury Fragrances · UAE · Launch
MAKTUB
MAKTUB
FRAGRANCES
Launching a premium fragrance house — from a Dec 2025 launch to 5× ROAS and 2,000 AED AOV in under 90 days, with disciplined premium positioning, frictionless UAE-native payments, and an audience built before the first major campaign.
Headline
metrics
[ <90 DAYS ]4K
Peak revenue AED · Feb 26
+135%
AOV growth · 850→2,000
5.0×
Peak ROAS · from 1.0×
<60d
Time to 5× ROAS
2,500+
IG audience built
Launch
→ peak
[ TRAJECTORY ]Dec 2025 // Launch
Day Zero
- Monthly revenue
- 1,500 AED
- Ad spend
- 1,500 AED
- ROAS
- 1.0×
- AOV
- 850 AED
Feb 2026 // Peak
Breakthrough
- Monthly revenue
- 4,000 AED
- Ad spend
- ~800 AED
- ROAS
- 5.0×
- AOV
- 2,000 AED
Revenue
vs ad spend
[ DEC 25 — MAY 26 · AED ]
Monthly revenue
Ad spend
Performance
by phase
[ 03 PHASES ]PHASE II · FEB 26
Premium positioning hits
The catalog architecture clicked. AOV more than doubled as buyers shifted to multi-bottle gift sets; Tabby removed friction on higher-ticket purchases. 4,000 AED peak · 5.0× ROAS · 2,000 AED AOV.
PHASE III · MAR–MAY 26
Efficient stabilization
Spend efficiency held even as budget was cut to ~600 AED. Sustainable unit economics, with a 2,500-strong IG community warming up ahead of Ramadan/Eid 2026. ~3,000 AED · 5.0× ROAS.
Framework
[ TECH × GROWTH ]// PILLAR 01
Architecture of trust
The build that made premium purchases frictionless.
UAE-native checkout
Tabby (BNPL) and Apple Pay integrated at launch — splitting a 2,000 AED commitment into installments and removing the #1 abandonment cause on high-ticket purchases.
Payment friction removed day oneTabbyApple PayCard
High-intent storefront
A fast, mobile-first Shopify build tuned for the UAE buyer — clean PDPs, quick checkout, no dead weight between interest and purchase.
Mobile-first PDPsData-driven UI/UX
Catalog and product pages restructured around gift sets and multi-bottle bundles — engineering average order value upward by design.
AOV 850 → 2,000 AED// PILLAR 02
Credibility & content
The brand and acquisition engine.
Premium brand architecture
Heritage-led storytelling — Royal Musk, Destiny, Sands of Time — positioning Maktub as an oriental fragrance house with character, not a discount reseller.
Named hero scentsDisciplined acquisition
Ad spend reduced as ROAS climbed (1,500→600 AED) — proving the funnel converts profitably before any scale-up for Ramadan/Eid.
Spend −60% · ROAS 5.0×Community as an asset
A 2,500-strong Instagram audience built pre-Ramadan — a warm, owned acquisition channel compounding ahead of the peak season.
2,500+ IG communityBrand
footprint
[ MAKTUB-FRAGRANCES.COM ]MAKTUB.
FRAGRANCES
FRAGRANCES
An oriental fragrance house — heritage scent, premium positioning, and UAE-native commerce built to convert first-time buyers on high-ticket purchases.
maktub-fragrances.com ↗
Brand heroMProduct photo pending
MProduct photo pending
MProduct photo pending
MProduct photo pending
MProduct photo pending
Social
growth
[ HOW WE GREW IT ]By the
numbers
[ RESULTS ]
5.0×Peak ROAS
+135%AOV growth
<60dTo 5× ROAS
2,500+IG community
−60%Ad spend cut
// 01The Challenge
Launching a premium fragrance house in the UAE — one of the world's most fragrance-literate markets — required convincing first-time buyers to commit 850+ AED to an unknown brand. Cart abandonment, trust gaps, and payment friction on high-ticket purchases were the three execution risks that would kill the unit economics if not solved before launch.
// 02The Solution
A
Solved payment friction at launch
Tabby + Apple Pay from day one — neutralizing the top abandonment cause for premium-priced UAE e-commerce.
B
Engineered AOV upward fast
Catalog redesigned around gift sets and multi-bottle bundles — 850→2,000 AED in 60 days.
C
Built trust through brand architecture
Heritage-led storytelling, premium PDP design, named hero scents creating a recognizable identity.
D
Disciplined ad spend
Reduced budget as ROAS climbed — validating profitable conversion before scaling.
5× ROAS IN UNDER 60 DAYS — RARE FOR A PREMIUM BRAND WITH NO PRIOR TRUST.
Next chapter
[ RAMADAN / EID 2026 ]Ramadan/Eid target revenue10,000+ AED/MO
Influencer strategyUAE LIFESTYLE + FRAGRANCE
Tech upgradePERSONALIZED SCENT QUIZ
GCC testKSA + KUWAIT
Key
wins
[ RESULTS ]- 5× ROAS within 60 days of launch — rare for a premium fragrance brand with no prior trust.
- AOV more than doubled in 2 months (850→2,000 AED).
- Tabby + Apple Pay integrated at launch — payment friction removed from day one.
- 2,500-follower IG community built pre-Ramadan as a long-term acquisition asset.
- ROAS sustained at 5.0× while ad spend was deliberately reduced.
LAUNCHING
SOMETHING PREMIUM?
We engineer premium launches that convert profitably from day one.
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