I’m Rasasi Takes a New Generation Beyond the Familiar Rasasi Name

When a house with a long history introduces a separate name, it is easy to take it for another collection. With I’m Rasasi, the gesture is more substantial: Rasasi is building a contemporary fragrance platform around its heritage, aimed at a new generation of buyers.

A recent ParfumPlus Magazine article describes I’m Rasasi as a reinterpretation of roughly four decades of family experience. The brand’s official website clarifies the idea: the new direction is linked to the legacy of Rasasi Imtiyaz Group, while placing personal choice, different moods and individual expression at its centre.

I’m Rasasi does not rest on the idea of one signature fragrance meant to represent the entire house. Instead, the project centres on a fragrance wardrobe: several connected yet distinct directions. Alongside I’m Rasasi, the brand’s website presents Nylaa, Auraa Desire, Rumi and Rasasi itself—five houses with shared origins and different characters.

For the buyer, this chiefly changes the way they encounter the brand. Rather than seeking one universal bottle, they are invited to move between fresh, woody, gourmand and floral compositions, choosing a fragrance for the moment and their own taste. The current I’m Rasasi catalogue already includes D2D | Dare To Dream, E6S, N8E, B4V and Burned Sugar, for instance.

It also matters that I’m Rasasi has not appeared from nowhere. The project’s official history names Imtiyaz Kalsekar, son of Rasasi founder Abdul Razzak Kalsekar, as its founder. I’m Rasasi’s debut was announced for Beautyworld Middle East 2025, so this latest news is more accurately read as the development and current presentation of the direction, rather than the brand’s first appearance.

The move shows how a Middle Eastern perfume house is translating family continuity into the language of today’s market: less one overarching legend, more routes through a single story. Whether I’m Rasasi will become a name in its own right for collectors will depend not on the announcement, but on how distinctly its fragrances speak alongside classic Rasasi.