HABIBI NEW YORK BRAND OVERVIEW

1. B R A N D O V E R V I E W AUGUST 2023

2. 4 MORE THAN A WORD INTIMACY POSITIVITY PROTECTION CONFIDENCE APPRECIATION HAPPINESS NURTURING HUMANITY DEVOTION ESTEEM ‘Habibi’ is the Arabic for ‘my beloved’, derived from the word for ‘love’. But love, as we know, is an emotion that transcends the limitations of mere definition and means so much more. Likewise, our brand, endeavours to represent love in all its manifestations, through luxurious fragrances that embody, manifest and inspire, love.

3. 6 OUR BRAND PURPOSE Habibi exists to make any and every moment feel special, moving and memorable. Our brand exists to bring that touch of uncompromising luxury, making occasions and moments movingly memorable each and every day. We do this, through lovingly crafted, fine fragrances that create exciting sensorial experiences, enabling users to look, feel and of course, smell their best.

4. 9 CUSTOMER INSIGHT People who love Habibi, love being and feeling their desired best. Outgoing, socially active, emotionally intelligent and open to experiences, they seek to adorn themselves with a touch of luxury, that adds that special finish to each and every moment. Whether at work, play, travelling or enjoying life with those they love, Habibi provides that sensorial sensation that makes them shine.

5. Elevate everyday Habibi inspires to elevate everyday helping you feel confident and beautiful, no matter what you are doing. To you, there is no such thing as a commonplace. Every moment is filled with possibilities, every interaction is a chance for connection, and every place is a source of curiosity and wonder. You are the artist of the everyday, the architect of joy. You will be remembered for being distinctly yourself. Elevate everyday

6. Concept overview

7. About us - Who we are Habibi is a boutique fragrance brand founded in New York that creates rare and exceptional scents that elevate everyday. The word Habibi symbolizes “my beloved,” expressing genuine connection, feeling loved, and being remembered for who you are. We empower you to feel confident and beautiful, no matter what you do. Our unique scents inspire a life where every day is memorable. You live life to the fullest, ready to take on anything. Elevate everyday

8. Picture the moment you feel confident

9. You embrace who you are

10. You make memories

11. You feel loved

12. You feel connected

13. Manifesto You are confident. You embrace who you are. You make memories. You feel loved, connected. Every day becomes memorable, where you are ready to take on anything. Elevate everyday.

14. Our values - What drives us We thrive on elevating everyday as our guiding value, passionately embracing who we are and respecting those around us. Our fragrances are created to instill confidence and beauty, no matter what you are doing. We embrace and inspire love, trust and connection, unlocking the path to be remembered. unlocking the path to be remembered. We thrive on elevating everyday as our guiding value, passionately embracing who we are and respecting those around us. Our fragrances are created to instill confidence and beauty, no matter what you are doing. We embrace and inspire love, trust and connection, Elevate Elevate everyday everyday

15. 24 hours with Habibi Starting the day, you reach for Habibi. The luxurious scent is more than just perfume, it's your confidence booster, your silent superpower. As it envelops you, a surge of confidence ignites within, transforming every task into an opportunity for triumph. Each spritz makes you stand taller, brightens your smile. Encounters are now stages for you to shine, and errands turn into head-turning moments. You don't merely go through your day, you own it, exuding your inner beauty and confidence at every turn. By the end, you're content and invigorated, eager to embrace tomorrow. This is how it feels to elevate your everyday with a fragrance that makes you feel beautiful and confident, transforming the routine into the remarkable.

16. Our philosophy - Create fragrances that elevate everyday Rooted in the philosophy of elevating the everyday, Habibi thrives on creating fragrances that are more than just scents: designed as catalysts for confidence, celebrating beauty in every activity. We embody love, trust, and connection. Our creations go beyond the ordinary and transforming every moment into memorable ones. We believe that to be remembered, we must live authentically, respect others, and cherish each moment. Thus, we're not just a fragrance brand, but a lifestyle and a community that inspires a higher, more connected way of living. Elevate everyday

17. 10 OUR PRODUCT PORTFOLIO Note: Certain lines will be discontinued in future as we optimise our portfolio RESERVE Bespoke Tier PALACE GROVE PENTHOUSE SUEDE RARE WOODS ELIXIR AMBRE OF THE SEA FOR HIM FOR HER UNISEX Habibi Signature Collection Core Tier DESERT OUD JASMINE OUD IRIS BLOOM SAGE & CITRUS OUD HONEYED TOBACCO & OUD OASIS OUD ROSE AMOR SAHARA ROSE WHITE MOROCCAN LEATHER VELVET ROYALE URBAN OUD RADIANT FLORALS & AMBER EMBRACE FIRST GLANCE WOODY LAVENDER ROYAL SAFFRON OUD SANTAL JOURNEY SPICED BERGAMOT & ORRIS FOR HIM FOR HER UNISEX

18. 23 CONTACTS Shakir AhmedFounder & CEO CEOshakir@HabibiNY.com Founder & Tabassum Khan Founder & COO tabassum@HabibiNY.com

19. THANK YOU HABIBINY.COM