Ghanaian luxury perfume house Maison Yusif has unveiled its latest fragrance, The Beast, as it intensifies efforts to position African-made perfumes on the global luxury market.

The fragrance was launched on Saturday, July 25, at the Pelican Hotel in Accra, where the fragrance house described the new Parfum Extrême as a bold expression of African craftsmanship, confidence and uncompromising luxury.

The Beast was created for individuals who command attention through their presence rather than words.

The Beast is designed to be remembered as a scent that embodies confidence, discipline and fearless ambition while delivering depth, elegance and timeless luxury.

The fragrance draws inspiration from leaders, entrepreneurs, creators and visionaries, with every bottle handcrafted in Accra to reflect the brand’s commitment to modern perfumery and African luxury.

As part of the launch event, guests participated in a live product demonstration and fragrance experience, giving them the opportunity to experience The Beast up close and gain a deeper appreciation of its unique composition and character.

The event also featured customer testimonials, with early users of the fragrance sharing their experiences and impressions of some of Maison Yusif's products, highlighting its distinctive scent profile and lasting appeal.

Speaking to journalists after the launch, the Founder of Maison Yusif, Yusif Jnr Meizongo, said the company has remained focused on building an internationally recognised African fragrance brand.

“Since we started, so far we have been targeting international, and it has been great for us, and I think Ghanaians also support its exposure,” he said.

He added, “Maison Yusif wants to take over the world and represent Africa.”

Mr Meizongo said the company is determined to redefine perceptions about African luxury products instead of following trends established elsewhere.

“Honestly, I’m sick and tired of replicating the white people in terms of everything that we do. So here we’re trying to take a new step to let the world know that Africa is what it is and Africa is the next big thing,” he said.

He stressed that Maison Yusif is focused on carving its own identity in the luxury fragrance industry.

“Maison Yusif is not a competition. We’re doing it in our own race. We’re a royal fragrance house, truly niche, made in Ghana, by a Ghanaian, from Ghana and in Ghana.”

Looking ahead, Mr Meizongo expressed confidence in the company’s growth ambitions.

“In the next five to 10 years, we look to conquer Africa and the world with our royal fragrance,” he stated.

Explaining the inspiration behind the new product, he said the creative team wanted a fragrance that projected strength and dominance.

“We wanted to create a fragrance that was very dominant, and my creative team and I were looking for a very dominant name, and we came across The Beast. I’m not the only one who comes up with the names, or the scent, etc.,” he said.

The launch forms part of Maison Yusif’s broader vision of establishing Ghana as a producer of world-class luxury fragrances while showcasing African creativity and craftsmanship on the international stage.