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In August 2023, Minimalist, a brainchild of Ahmad Yousuf, emerged as a demure luxury fragrance and accessories destination, redirecting the design industry with its unwavering commitment to the beauty of simplicity. This experiential concept resonated with the idea that genuine beauty lies in the most unassuming colors, curves, and textures, aiming to evoke positive emotions by drawing inspiration from the natural world. The essence of the sun’s radiance, the infinite reflections of the ocean, and the organic curves of an endless horizon coalesced to create the foundation for Minimalist Dubai.
