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50 tobaccoasia Issue 2, 2026 March / April the musk profile without distorting the taste dur- ing smoking," he divulged. After testing over 200 commercially available perfume profiles, only 10 eventually proved suitable for replication. Among them is Bimar Project's Tobacco Vanille, which was inspired by Tom Ford's iconic fragrance. Instead of the original's natural tobacco extract, Bimar Project recreated its perfumed scent using tailored compounds. Bimar Project's goal, Zavalei said, is to offer "a wholly different experience to shisha consum- ers, something to discover and become excited about." This approach appeals to a growing seg- ment of consumers who crave sophistication and novelty. In a market where fruit and mint domi- nate, perfume-inspired blends stand out as a very bold alternative. But the Belarussian company's zest for innovation also reflects a broader trend in consumer culture, of course: the blending of life- style categories. Just as luxury perfumes and gour- met foods intersect in branding, shisha flavors are now crossing into the world of fine fragrance. This creates opportunities for lounges to market shisha as a premium, multi-sensory experience. Expansion into MENA Although Bimar Project is not yet actively supply- ing MENA, the company has commenced testing its perfume flavors with regional partners. For Bimar Project's founder, the region's openness to new ideas is crucial: "We are having good contacts with MENA companies and now our flavors are on testing sessions at a few UAE and Egypt tobacco and shisha companies," Zavalei told Tobacco Asia. If successful, perfume-inspired shisha could rede- fine consumer expectations and set new standards for creativity in the industry. Plans also are under- way to open a company branch within Dubai's Jebel Ali Free Economic Zone by the end of the year, testifying to Zavalei's confidence in MENA as a fertile ground for experimentation and growth. MENA as the global flavor playground The experience-based stories of Hertz & Selck and Bimar Project illustrate 2 complementary tra- jectories shaping MENA's shisha market. Hertz & Selck builds on tradition, refining classic and fu- sion flavors to meet evolving consumer expecta- tions. Bimar Project, meanwhile, pushes bound- aries with perfume-inspired blends that challenge conventional notions of what shisha can be. Together, they highlight why MENA has become the world's most dynamic shisha flavor market. Deep cultural roots ensure stability and demand, while competitiveness and demographic diversity fuel innovation. As El-Achmar noted, "Brands and lounges are always looking to dif- ferentiate their products through exclusive blends and signature flavors." And as Zavalei added, "Novelty and refinement can captivate consumers seeking something beyond the ordinary." Inspiration for other regions Looking ahead, MENA's influence will likely ex- tend beyond its borders. As restrictions continue to limit innovation in Europe and the Americas, the region's creative output may serve as inspira- tion for global flavor development. Already, inter- national companies are watching closely, eager to adapt MENA-born concepts to their own markets once regulatory landscapes shift. The interplay of tradition and innovation ensures that shisha in MENA is not static but con- stantly evolving. Whether through optimized clas- sics or revolutionary new concepts, the region will continue to inspire and spawn flavors that keep the global shisha market vibrant, diverse, and end- lessly fascinating. In this way, MENA is not only preserving shisha's cultural heritage but also shap- ing its future, making the region the undisputed epicenter of flavor innovation worldwide. Bimar Project's Andrei Zavalei poses with some of his perfume- inspired creations. Credit: Thomas Schmid