STORY OF YUSUF BHAI

An authority on perfume making. As a perfume expert, Yusuf Bhai’s work transcends the limits of perfumery and is changing the face of the industry. Yusuf Bhai creates works of art that represent the best of each olfactive category: the great classics of tomorrow.

Yusuf Madappan, better known as Yusuf Bhai, was born into a Malabari business family in Kerala, India. He moved to the Persian Gulf and joined his brothers who were perfume traders. Yusuf Bhai acquired an extensive knowledge of raw materials and olfactory balance during his work with them, where he also befriended the leading perfumers of the industry. He has worked with them for over 25 years, cultivating personal relationships defined to this day by mutual trust and respect. He went on to set up his own perfumes laboratory and shop – the prestigious Teeb Emirates Perfumes Shop in Dubai.

Yusuf Bhai’s decision to create Yusuf Bhai was first and foremost a reaction to the commercially driven perfume trade of the mid-1990s that favored image over the perfume itself. Perfumers were equally frustrated by a market that favored image over product. Perfumes as works of art were dying, along with the artistic status of their makers.

Confronted with the imminent disappearance of the perfume trade, Yusuf Bhai went back to what perfumery used to be and to what it could be again in our modern context: a trade in which a perfume is the result of total creative freedom, liberated from the pressure of marketing strategies and deadlines. In essence, a return to the nurture of quality, something he felt was slipping through the fingers of the luxury industry. Yusuf Bhai’s ambition to restore quality was accompanied by a desire to transform the way people viewed perfumes as well as a quest to revive luxury perfumery. Thus was born the idea of Yusuf Bhai.