Our Story
HADDAD Family - Brand Creator
Serendipity reflects the creative expression of the Haddad family. French by heritage and born in Dubai, the family embodies a unique dialogue between European elegance and the cosmopolitan spirit of the Middle East.
For decades, they have been immersed in the worlds of fashion, art, design, and textiles. Their appreciation for exceptional craftsmanship and timeless aesthetics has defined their philosophy. The transition into fine fragrance was a natural evolution, extending this heritage into an art form that captures emotion and identity.
Guided by an unwavering commitment to excellence, Serendipity reflects their vision of modern luxury—where heritage and contemporary sophistication coexist in perfect harmony.
The Art of Fragrance Creation
About Serendipity
Serendipity was founded on the belief that life’s most beautiful experiences are often the ones we don’t plan—the truly serendipitous moments. Rooted in Grasse, the world’s capital of French perfumery, our brand creates luxury fragrances that embody both timeless craftsmanship and modern sustainability. Each scent is carefully composed using the finest ingredients, blending artisanal tradition with contemporary elegance. Every fragrance tells a story, capturing the magic of chance encounters and the emotions they inspire.
The Promise
At Serendipity, we are devoted to creating extraordinary perfumes that celebrate the joy of the unexpected. Our mission is to craft unique, sustainable, and luxurious fragrances that don’t just smell exquisite but also reflect your personal style and individuality. Each Serendipity perfume is designed to be evocative, memorable, and deeply personal, enhancing your presence and leaving a lasting impression wherever life takes you.
Brand Values
Heritage
Our perfumes are crafted in Grasse, the cradle of perfumery, where the art of scent extraction has been perfected over centuries.
Quality
We use only the highest quality ingredients, meticulously formulated by skilled chemists and artisans.
Innovation
Our state-of-the-art equipment and innovative techniques ensure that each perfume is a masterpiece.
Passion
Every fragrance is a labor of love, created in small batches to ensure finesse and superior quality.
Storytelling
Each of our 12 niche perfumes tells a unique tale, unfolding beautifully throughout the day.
Sustainability
Sustainability & Environmental Commitment
At Serendipity, we believe true luxury must respect both people and the planet. Our vision is to show that sustainability and elegance can exist in perfect harmony. From the purity of our ingredients to the refinement of our packaging, every choice is guided by a desire to reduce impact while preserving the artistry of French perfumery.
Natural Ingredients
Each fragrance is composed of the finest natural botanicals and essential oils, chosen for their purity and character. By sourcing sustainably harvested ingredients, we protect biodiversity, support local farming communities, and ensure a quality that can be felt in every drop.
Ethical Sourcing & Craftsmanship
We are committed to transparency and fairness at every stage. Our raw materials are obtained responsibly, and our production combines traditional French savoir-faire with modern sustainable practices—ensuring that beauty is never achieved at the expense of nature or people.
Cruelty-Free Philosophy
Serendipity proudly upholds a 100% cruelty-free promise. None of our creations are tested on animals, and we collaborate only with partners who share these values—because true luxury should never cause harm.
Fair Labor & Community Support
Behind each perfume lies the skill of artisans and partners around the world. We ensure fair wages, safe conditions, and ethical collaborations, creating fragrances that embody not only beauty, but also integrity.
Traceability & Transparency
Every Serendipity perfume tells a story—from field to bottle. With full traceability of our ingredients, each fragrance becomes more than a scent: it is a conscious choice for beauty with purpose.