Amouage's sustainable commitment to ethical harvesting

Amouage is preparing for the first Frankincense harvest at the UNESCO World Heritage Site Wadi Dawkah. The House has made a long-term commitment to the sustainable and ethical harvesting of its locally sourced ingredients and to create employment within the local community to support this mission.

Amouage is committed to investing in the local workforce at Wadi Dawkah in the Southern Governorate of Dhofar to promote meaningful job creation, transmit know-how, certify skills, and connect the community and its ancient cultural heritage with plans for the site to flourish in line with the central objectives of Oman Vision 2040.

Amouage already employed several Dhofari locals including a Wadi Dawkah foreman and several young Omanis from the community to continue the legacy of harvesting the majestic and unique Frankincense. Two of the new generation of frankincense harvesters are honored to follow in the footsteps of their grandfathers, both of whom harvested Frankincense in the 1960s.

It is this tradition that is central to Amouage’s vision for the site. Three Omani elders from Waliyat of Thumrait are also part of the project. They, too, were involved in frankincense cultivation in the 1960s and are uniquely placed to share their know-how, mentor the young Dhofaris and transmit the cultural heritage to the next generation. The seven new members of the team will be joined by representatives from the Ministry of Heritage and Tourism and the Environment Authority to mark the occasion.

Speaking about the initiative, Sayyid Khalid bin Hamad Al Busaidi, Chairman of The Board of Directors of Amouage, said, “It is our duty as caretakers of this important UNESCO World Heritage Site to care for the land, its traditional inhabitants, and its culture.

This project will be delivered in phases with the ultimate goal of becoming a sustainable Visitors Centre and becoming the spark for sustainable and conscious regeneration of the Frankincense trees. Through this initiative, we aim to create pathways for Omani youth to reconnect with such a vital component of our shared heritage and shape the future of the region for generations to come, and become community leaders by contributing to the economy, tourism, employment, and environmental sustainability.”

Wadi Dawkah is one of Oman’s most cherished locations and has been recognized as a UNESCO World Heritage site for its importance along the ancient Incense Route.

Having reaffirmed its responsibility to be at the forefront of minimizing its environmental impact, Amouage entered a partnership with the Ministry of Heritage and Tourism in 2022 to expand this ancient cradle of the valuable resin derived from the thousands of Boswellia Sacra trees that have flourished at Wadi Dawkah for centuries and are a key ingredient in many of Amouage’s finely crafted perfumes.

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