The story behind the launch
The launch of Most Wanted in 2025 felt typical for an independent imprint: a focused olfactory statement intended for a narrower, scent-savvy audience rather than mass-market push. Ghalati and Jordi Fernández structured the blend to spotlight a brisk spice trio — pimento, ginger and nutmeg — that segues into a woody heart driven by agarwood and sandalwood and finishes on amber and musk. Because large-scale advertising or celebrity tie-ins are not evident in available sources, the fragrance has relied on hobbyist channels and retailer listings for awareness. Culturally, releases like this tend to find traction among aficionados who value an oud or amber spine with a distinctive top note; however, broader recognition requires more retail presence or high-volume sampling. Given the small number of recorded reviews, Most Wanted's market position remains nascent: promising to those who value a spicy oud framework, but not yet a breakout profile in mainstream lists or perfumery round-ups.
Subtle niche positioning — emphasis on ingredient-driven storytelling rather than celebrity endorsement.
Most Wanted arrived in 2025 into a crowded woody-amber/oud segment where small houses and independents compete by leaning into a single defining motif — in this case a spicy, pimento-led opening paired with agarwood and amber. In a market popular with people seeking oud-forward scents that are still approachable, Ghalati’s composition reads as an attempt to marry modern amber-oud warmth with a peppery top to increase early-stage interest and perceived personality. Because it debuted outside the major designer pipeline, its commercial impact is limited so far: the Fragrantica footprint is small and early reviews are sparse, which suggests the release is still in the discovery phase among enthusiasts and regional retailers.