Eurofragance expands its footprint in Asia with a new creative centre in Jakarta

Eurofragance, an international fragrance company located in Spain, has built its first Creative Centre in Indonesia, expanding its regional footprint and creative capabilities throughout Asia Pacific. The new facility, located in South Jakarta's Arkadia Green Park, is a €1 million investment (roughly IDR 19.27 billion) that will serve as a regional hub for co-creation, formulation, and customer collaboration in the fine fragrance, home, and personal care categories.

The launch comes as Indonesia's fragrance business expands rapidly, fuelled by increased consumer sophistication and desire for locally inspired aromas. According to industry data, Southeast Asia's fragrance sector will grow at a CAGR of more than 3% until 2030, making Indonesia one of the region's most active sectors.

The Jakarta location joins Eurofragance's global network of Creative Centres in Barcelona, Dubai, Mexico, India, and Singapore, enhancing the company's capacity to provide regionally inspired fragrance solutions underpinned by global knowledge and technical standards. The centre, which is equipped with cutting-edge fragrance, assessment, and application capabilities, brings the company's creative and technological knowledge closer to customers in Indonesia and throughout the Asia Pacific region.

"Indonesia is at the centre of Southeast Asia's fragrance landscape, a market brimming with creativity, cultural diversity, and rising 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 reported.

The 770m2 centre, operated by PT. Euronindo Fragance Internusa, features Eurofragance's proprietary technologies, including EuroCaps™ for long-lasting scent delivery and EuroPure™ for odour neutralisation. These innovations provide brand partners with high-performance, scientifically enhanced solutions that improve product quality and consumer experience throughout the beauty, home, and personal care categories. In keeping with Eurofragance's dedication to sustainable innovation, the Jakarta plant employs environmentally friendly approaches in formulation, sourcing, and operations, ranging from renewable raw materials to energy-efficient procedures.

Beyond scent creation, the centre will function as a training and talent hub, assisting with recruitment and skill development in Indonesia's burgeoning fragrance sector. It brings together a multidisciplinary team of perfumers, evaluators, and applications experts, as well as marketing and sales specialists, to translate consumer insights into unique smell solutions.

Edy Chandra, Country Manager for Eurofragance Indonesia, stated, "Jakarta is a perfect fit for our expansion. It is where trends emerge and develop. Having a Creative Centre here helps us to immerse ourselves in Indonesian culture while creating scents that are not only high-quality but also significant to local consumers."

The launching of the Jakarta Creative Centre follows the formal establishment of Eurofragance Indonesia in 2023 and builds on previous regional achievements, such as the introduction of Creative Centres in Mumbai in 2024 and Singapore in 2016. These developments highlight the company's long-term commitment to the Asia Pacific area, as well as its aim to expand through customer-focused innovation and local understanding.

Source: PR Newswire