A Dubai fragrance house has set a Guinness World Records title for the highest altitude of a perfume product launch event, after launching its new fragrance Hawas FROST in the Everest region of Nepal on Monday, 2 November 2026, at 5,170 metres above sea level. Kenz de Rasasi, the modern evolution of the 47-year-old Rasasi fragrance house, is now the title holder, according to Magzoid Magazine’s report published on 10 November 2026.
The launch took place before an invited group at 5,170 metres, above the minimum of 5,000 metres set by Guinness World Records for the title, and the record was confirmed the same day. The fragrance is the newest in the Beyond Hawas collection, and the launch was the first of its kind at such an altitude.
A bottle’s journey home
The first bottle of Hawas FROST, Carry No. 001, began its journey from Nepal to Dubai after the launch. On the evening of Friday, 6 November, it was revealed to the city on the façade of the Burj Khalifa, the tallest building on earth, in a one-minute animation — and auctioned the same night in support of Dubai Cares, a UAE-based charity, under charitable activity permit no. PRHCE-006154435 from the Islamic Affairs and Charitable Activities Department.
The launch was hosted as an invitation-only evening at Address Dubai Mall in Downtown Dubai, culminating in the Burj Khalifa animation. It is a long way from a mountaintop in Nepal to a skyscraper in Dubai, but for a perfume launch, the journey is the point: a bottle that began at 5,170 metres and ended on the tallest building in the world.
A record, and a stunt
The title — the highest altitude of a perfume product launch event — is one of the more specific records in the Guinness book, and it is a reminder that the record business is also a marketing business. A fragrance house that launches its product on a mountain gets a record, a story, and a charity auction all in one. Whether the perfume itself is any good is a different question, and one the record does not answer.
Still, 5,170 metres is a serious altitude. At that height, the air is thin, the cold is biting, and simply standing still is hard work. Launching a perfume there — with an invited audience, in front of the cameras — is a feat of logistics as much as of marketing. And now it is in the record books.
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Sources: Magzoid Magazine, 10 Nov 2026; The Gulf Time.
