Hala and Rituals Cosmetics launch first-ever car fragrance partnership in Dubai

Hala has signed an agreement with Rituals Cosmetics as its first fragrance partner.

During the initial roll-out phase, 1,500 Hala taxis will carry Rituals Cosmetics’ signature Amsterdam Collection car fragrance, adding a sweet note to every passenger experience.

Rituals Cosmetics is a Dutch-based luxury well-being brand under the Apparel Group’s portfolio.

The collaboration marks another significant stride in Hala’s efforts to elevate the customer journey, effortlessly blending comfort and convenience with an enriched travel ambiance for passengers across Dubai.

The CEO of Hala, Khaled Nuseibeh, said, “The introduction of a carefully selected car fragrance is reflective of our dedication to providing passengers, whether they are tourists visiting the city or long-term residents, with a truly enjoyable experience that is both comfortable and convenient.”

By bringing the enchanting fragrances of Rituals into Hala taxis, passengers can indulge in a moment of tranquility amidst the hustle and bustle of city life.

Left: Khaled Nuseibeh, CEO, Hala Right: Neeraj Teckchandani, CEO, Apparel Group

“This partnership reflects our strategic vision to integrate luxury and functionality, ensuring our brands play a significant role in enriching everyday experiences,” said Neeraj Teckchandani, CEO of Apparel Group.

“By infusing Hala taxis with Rituals’ sophisticated fragrances, we are setting a new benchmark for customer experience in urban mobility.”

The initiative aims to enhance the passenger’s journey and reinforce Apparel Group’s commitment to innovation and excellence in the global marketplace.

“We’re already getting great customer feedback, and we’re confident that it will enrich the travel experience for passengers across Dubai.”

Hala recently introduced digital screens into its fleet of cars, offering a diverse array of premium lifestyle, news, entertainment, and e-commerce features on the go.

The partnership with Rituals furthers Hala’s commitment to investing in smart initiatives to enhance the customer experience. The e-hailing ride solution’s initiative aims to align with Dubai’s vision to become a globally leading digital hub.