Founded in 2021 by sisters Abir and Hadeel Agab, Charm is a Sudanese brand born from deep respect for these traditions. Raised in a home filled with the aromas of incense and traditional beauty practices, the sisters were immersed in the oral heritage of scent passed down from mothers and grandmothers. With Abir’s background in pharmacy and Hadeel’s in the humanities, they saw a gap: despite the cultural significance of perfumery in Sudan, formal education in the craft was lacking. Charm was created to blend ancestral wisdom with scientific precision, elevating Sudanese beauty rituals to global standards while preserving their authenticity.

At the center of Sudanese perfumery is Khumra, an artisan fragrance made by smoking a blend of spices, rose petals, and aromatic woods over incense. The mixture is then steeped in oils to develop a deep, lingering scent. Traditionally prepared weeks before weddings, Khumra is more than perfume it’s a communal ritual led by women, symbolizing femininity, connection, and continuity.

Another cornerstone is Dukhan, a smoke bath ritual using woods like shaff and talh. After massaging the body with karkar oil a nourishing blend of sesame oil, animal fat, cloves, and beeswax the woman sits wrapped in cloth as smoke envelops her. The ritual softens skin and induces emotional clarity. While modern health considerations caution against excessive smoke exposure, Sudanese women have long practiced Dukhan safely and effectively.

Sudanese bridal care is rich and layered. Preparations begin with Dukhan, followed by dukkah body scrubs, deep moisturization, and hair treatments with karkar oil. Hands, arms, and feet are adorned with detailed henna designs. In rural areas, these rituals remain community-driven; in urban settings, they blend with spa culture adapting while remaining true to tradition.

Sudanese skincare and haircare are grounded in natural remedies. Karkar oil strengthens hair and leaves it fragrantly soft. Dilka, a handmade exfoliant, comes in two varieties for smoothing and glowing skin. Aruka, a gentle, fragrance-free powder, is mixed with milk or rosewater to 

The Hubsa period supports new mothers through herbal massages, warming foods, and beauty treatments. These practices aid in physical recovery and emotional grounding, using elements like karkar oil and henna to connect women with their strength and heritage.

In Sudanese weddings, Jirtig is a spiritual and ceremonial rite that crowns the groom with blessings from female elders. Fragrances and sacred oils are central, transforming perfume into a symbol of honor and marital unity.

Sudanese perfumery dates to ancient civilizations like Kerma and Meroë, where ingredients like sandalwood and frankincense were used. Charm honors this history by using natural materials like talh and shaff, while incorporating modern practices like aging perfumes in glass and avoiding harsh synthetics.