Givaudan deepens Southeast Asia presence with Indonesia fragrance hub
Key takeaways
- Givaudan is strengthening its Southeast Asia footprint with a new fragrance creative hub in Jakarta.
- The expansion supports faster co-creation and localized product development for beauty and personal care brands.
- Strong fragrance and beauty growth are driving Givaudan’s investments globally.
Givaudan is opening 10 Capital, a fragrance creative center in Jakarta, Indonesia. The space serves as a hub for Givaudan’s Consumer Products and Fine Fragrance teams to collaborate with local entrepreneurs and brands on end-to-end product development.
This expansion follows Givaudan’s distribution of active beauty ingredients to Malaysia and Singapore via its newly formed partnership with Brenntag last week. Citing South-East Asia as one of the world’s fastest-growing fragrance markets, the partnership initially launched in Thailand and has since expanded across the region.
These moves strengthen Givaudan’s presence in Southeast Asia amid the growing beauty and personal care market.
The Jakarta facility, 10 Capital, includes a team of perfumers and creative assistants as well as an application lab. Furthermore, Givaudan provides a fragrance repertoire, named the Foundry, featured in the facility, aiming to foster direct engagement between perfumers, specialists, and customers.
“This investment reinforces our commitment to co-creation and agility for our consumer products business. By situating our teams closer to our customers, we can rapidly transform ideas into market-ready solutions that celebrate the vibrancy and diversity of the Indonesian and Southeast Asian fragrance landscape,” says Felix Mayr-Harting, global head of Consumer Products.
Givaudan grows
The 10 Capital facility strengthens Givaudan’s Southeast Asia footprint.
With the new center, Givaudan aims to strengthen its local presence and its effectiveness in meeting consumer needs in Indonesia and across the region. The Indonesian expansion follows Givaudan’s move last week to expand distribution of active beauty ingredients to Malaysia and Singapore. The expansions are supported by Brenntag’s Regional Innovation and Application Centers, offering brands the infrastructure to accelerate the production of their products.
Givaudan’s South-East Asian expansion to Thailand, Malaysia, Singapore, and now Indonesia is also aligned with their global long-term growth strategy. This week, Givaudan invested US$110M in a new fragrance facility in Mexico, strengthening its investments in Latin America.
From a fiscal perspective, Givaudan’s 2025 financial report found that fragrance and beauty grew by 7.9% like-for-like, bolstering the company’s investments in the division.
