The newest addition to your collection is soon to be released, LAYLA.
Discover it like never before in this exclusive behind-the-scenes interview with our Perfumer, Ahmed and Content & Community Creator Sulaiman. From the inspiration behind the scent to the story woven into its name and, of course, a subtle hint at its finest ingredients, this is your first glimpse into the world of one of our must-have fragrances. Whilst revealing only some of its secrets, Ahmed shares his creative process and expert craftsmanship, transforming LAYLA from a spark of inspiration into a true piece of olfactory art.
Read on to discover the journey behind this champaca-oud fragrance and why it’s set to become our latest release of the Autumn/Winter '25 collection.
The Interview: The Story Behind LAYLA
Sulaiman: What was the inspiration behind LAYLA?
Ahmed: There's a beautiful champaca I've been holding onto for a few years. It's stayed in the vault, waiting for the right moment. You might remember we've spoken about Gaharu Blue before (which means "Blue Oud"). LAYLA is essentially version three of that idea, more evolved, more refined. I wanted to create a blue oud fragrance that captures the original, untamed nature of oud, but infused with the unmistakable SULAYM signature.
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Sulaiman: Can you share some of the key ingredients that make up LAYLA?
Ahmed: LAYLA is built from over ten ingredients, but I won't give all of them away just yet. The main player is a very rare, wild 2003 Borneo oud, paired with vintage wild Malay. Real Irish ambergris, time and maceration, musk, and the finest French jasmine bring the whole composition together.
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Sulaiman: The name "LAYLA" is captivating. Why did you choose it?
Ahmed: LAYLA means the night in Arabic and born at night in Persian, a beautiful name to describe this fragrance, especially for the winter months. It embodies the stillness of the night, the allure of its fragrance. It also represents Layla from Layla and Majnun, a story of love, longing, and devotion that transcends reason. LAYLA was famed for her beauty and mystery, and I wanted the fragrance to carry that same emotion, something that lingers long after it's gone.
“I PASS BY THESE WALLS, THE WALLS OF LAYLA,
AND I KISS THIS WALL AND THAT WALL.
IT’S NOT LOVE OF THE WALLS THAT HAS ENRAPTURED MY HEART,
BUT LOVE FOR THE ONE WHO DWELLS WITHIN THEM.” – MAJNUN
Sulaiman: How would you describe the fragrance journey of LAYLA?
Ahmed: LAYLA opens with a piercing blue note that rises alongside the wild vintage Malay and champaca. It delivers a similar olfactory kickstart to Elysium, that instant rush when the applicator meets your nose. As it dries down, it transforms into a gourmand–oud aura that surrounds the wearer, warm yet mysterious. Eventually, you're left with the 2003 Borneo, an oud that has matured for twenty-two years, waiting for this moment, the soul of LAYLA that lingers throughout the day.
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Sulaiman: What makes LAYLA unique and different from previous fragrances?
Ahmed: SULAYM has never used champaca in any of its fragrances before, the closest was Khadijah, which was made for the Sultan. Even though it's one of my favourite florals, the supply we've had on hand was so precious that I was waiting for the right time of year to use it. LAYLA felt like that moment. A spring or summer launch would have buried its depth. This is a fragrance that belongs to winter. The champaca brings its own dimension and blends beautifully with oud, creating a soft radiance and a delicate sparkle that ties back to what SULAYM fragrances have become known for.
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Sulaiman: How would you describe LAYLA to someone searching for their next signature luxury perfume?
Ahmed: LAYLA is unmistakably an autumn–winter fragrance, deep, blue, and oud-centred. It's composed predominantly of wild oud of the highest calibre, and I think true oud lovers will really appreciate it. It's often difficult to experience the full character of oud in an Eau de Parfum, but in this pure form, you can truly sense the quality of the ingredients. Those who love champaca and oud should experience LAYLA.
Sulaiman: What makes LAYLA a must-have addition to any floral fragrance collection?
Ahmed: We're living in a time where synthetics are taking over the industry, and the true artisanal dimension of perfumery is being lost. Natural florals are becoming increasingly rare and costly, while new wild oud is now almost impossible to find. To put things into perspective, it would have been twice as profitable to sell the wild oud neat, but in LAYLA, you get to experience that same calibre of oud, blended with some of the finest florals from around the world. It's a celebration of authenticity, craftsmanship, and the art of natural perfumery.
Closing Thoughts
At its heart, LAYLA reveals an exceptional oud rich, refined, and crafted to the highest standard. This is a beautiful moment in perfumery: an attar where quality and artistry meet in perfect balance. LAYLA launches Friday, 24th October at 8pm London GMT. Join our newsletter to be among the first to experience this rare attar. The first 20 orders will receive a complimentary HM Royal Jardin sample with their purchase.