THE WHAT? Dubai’s e-hailing taxi platform, Hala has announced Rituals Cosmetics as its first fragrance partner; the Hala fleet will be scented with the Dutch brand’s signature Amsterdam perfume, elevating the customer experience.

THE DETAILS During the initial rollout, some 1500 taxis across Dubai will carry the car fragrance, which is composed of notes Dutch tulip and Japanese yuzu.

THE WHY? Neeraj Teckchandani, CEO of Apparel Group, reveals, “This partnership reflects our strategic vision to integrate luxury and functionality, ensuring our brands play a significant role in enriching everyday experiences. By infusing Hala taxis with Rituals’ sophisticated fragrances, we are setting a new benchmark for customer experience in urban mobility. It’s an initiative that not only enhances the journey but also reinforces our commitment to innovation and excellence in the global marketplace.”