‘IRUM’ is hands down the best selling fragrance from the Ayesha Ziya Fragrances range. This is probably due to the fact that it has the most subtle amount of oud in it and so easily appeals to more people. This subtle addition of oud (barely there levels of oud scent) make it easy to wear and more acceptable to people who normally wouldn’t wear an acquired scent like Oud.
The scent took social media by storm with its slick black and gold packaging set with an unmissable red tassel. Usually those who smell it in store buy it and are hooked too!
Although the Ayesha Ziya Fragrances range is unisex ‘IRUM’ smells like a feminine scent to me and it is bought by women most of the time. There have been men who have purchased this in store to wear themselves, but most often than not this perfume has a female audience.