Barcelona-based fragrance manufacturer Eurofragance has announced a change in leadership for its Middle East operations, naming Oumayma Tabet as the region’s new General Manager, effective from January 2026.
“I embrace this new challenge with great excitement and responsibility. I believe in the power of people and the strength of shared ideas. My commitment is to drive growth in the region and build solid partnerships with our clients. The key ingredients for this are innovation, sustainability and our passion for fragrance, so we can continue to make a meaningful difference,” said Tabet.
The appointment marks a key move in the company’s strategic development across the Gulf, a region described as vital to Eurofragance’s growth. Tabet will take over from Antoine de Riedmatten, who has led the Middle East for over a decade and will now shift into a non-operational role, continuing his involvement as a member of the Middle East and India Regional Board.
The announcement also brings with it a reshaped regional structure, dividing oversight into two distinct areas: India, to be led by General Manager Mayur Kapse, and the Middle East, under Tabet’s leadership.
“This step allows us to consolidate a new phase in our regionalization strategy with solid foundations and a renewed approach. I am proud to remain linked to this extraordinary region from a new perspective, and to accompany Oumayma, whose talent, vision and knowledge of the market are unquestionable,” said de Riedmatten
De Riedmatten has been with Eurofragance since 2014, during which time he has played a significant role in shaping the company’s international direction. He was instrumental in setting up the brand’s Creative Center and establishing its regional headquarters in Dubai.
The leadership reshuffle comes at a time of increased investment by Eurofragance. The company recently completed a major expansion of its production facility in Barcelona, injecting €10 million into upgrading the site. This development has tripled production capacity and enhanced the company’s ability to meet rising demand from the Middle East with more flexibility and tailored offerings.
“Expanding our capacity in Spain directly supports our commitment to the Middle East, a region that continues to inspire us and drive our innovation,” said Clara Mena, Chief Operations Officer at Eurofragance. “The site now represents half of our global production and is designed to respond to the scale and sophistication of market needs.”
The modernised plant now features 80% automation through advanced robotics, along with new sustainability measures including solar panels that generate over one-third of the facility’s energy. The upgrade also improves ergonomics and employee working conditions.
The Middle East has proven to be a strong growth driver for the company, with 2024 showing notable expansion across the region. In response, Eurofragance has also restructured its regional board to adapt to the competitive and fast-changing market landscape. The goal is to strengthen its alignment with clients and apply global strategies more effectively at a local level.
Tabet’s appointment signals a commitment to internal talent and ongoing momentum for the brand. With over 21 years of industry experience, she brings a mix of technical know-how, market insight and creative leadership to the position.
She worked with international fragrance companies including Quest International and Mane before joining Eurofragance. Over the past two years, she has been at the helm of the Creative Center in Dubai, where she built a strong reputation for innovation and collaboration.
According to the company, her leadership has already contributed to the deepening of key partnerships and a performance-driven culture that blends excellence with inclusivity and close customer relationships.
With these developments, Eurofragance aims to advance its global growth strategy with a more robust organisational structure and leadership well-positioned to meet evolving industry challenges and opportunities in the Middle East.
