New facility enhances customer collaboration, creativity, and innovation in one of Southeast Asia’s fastest-growing fragrance markets
Eurofragance, the Spanish-headquartered multinational fragrance house, has opened its first Creative Center in Indonesia, strengthening its regional presence and innovation capabilities across Asia Pacific. Located in South Jakarta’s Arkadia Green Park, the new facility represents a €1 million investment (approximately IDR 19.27 billion) and will serve as a regional hub for co-creation, formulation and customer collaboration across fine fragrance, home and personal care categories.
The launch comes as Indonesia’s fragrance market experiences rapid growth, driven by rising consumer sophistication and demand for locally inspired scents. Industry data forecasts that Southeast Asia’s fragrance sector will expand at a CAGR of over a 3% until 2030, positioning Indonesia as one of the region’s most dynamic markets.
Joining Eurofragance’s global network of Creative Centers in Barcelona, Dubai, Mexico, India and Singapore, the Jakarta facility strengthens the company’s ability to deliver locally inspired fragrance solutions backed by global expertise and technical standards. Equipped with state-of-the-art perfumery, evaluation, and application capabilities, the center brings the company’s creative and technical expertise closer to customers in Indonesia and the broader Asia Pacific region.
“Indonesia sits at the heart of Southeast Asia’s fragrance landscape, a market brimming with creativity, cultural diversity and increasing consumer sophistication,” said Balwinder Rolley, General Manager, APAC, Eurofragance. “Establishing a creative and technical hub here allows us to collaborate more closely with our partners, bringing concepts from idea to shelf faster and designing fragrances that reflect local tastes and preferences,” she added.
Spanning over 770m2, the center will operate under PT. Euronindo Fragance Internusa and integrates Eurofragance’s proprietary technologies such as EuroCaps™ for long-lasting scent delivery and EuroPure™ for odor neutralization. These innovations offer brand partners high-performance, scientifically advanced solutions that enhance both product quality and consumer experience across beauty, home and personal care. In line with Eurofragance’s commitment to sustainable innovation, the Jakarta facility adopts eco-conscious practices across formulation, sourcing and operations, from renewable raw materials to energy-efficient processes.
Beyond scent creation, the center will serve as a training and talent hub, supporting recruitment and skills-building in Indonesia’s growing fragrance industry. It brings together a multidisciplinary team of perfumers, evaluators and applications experts working alongside marketing and sales specialists to translate consumer insight into distinctive scent solutions.
Edy Chandra, Country Manager for Eurofragance Indonesia, added: “Jakarta is a natural choice for our expansion. It’s where trends begin and evolve. Having a Creative Center here allows us to immerse ourselves in Indonesian culture and craft scents that are not only high-quality but also truly meaningful to local consumers.”
The opening of the Jakarta Creative Center follows the formal establishment of Eurofragance Indonesia in 2023 and builds on other regional milestones, including the launch of Creative Centers in Mumbai in 2024 and Singapore in 2016. Together, these developments demonstrate the company’s sustained commitment to the Asia Pacific region and its ambition to grow through customer-focused innovation and local insight.
