Givaudan Opens Development Hub to Boost its SAMEA Fragrance and Beauty Presence

Givaudan announced the opening of its development hub in Casablanca, to take an active step in the Company's growth in Morocco. Givaudan has been operating in the country since March 2025 and is currently expanding its presence by establishing a dedicated commercial team and introducing local fragrance development capabilities to serve customers in the Maghreb and West Africa. The hub strengthens Givaudan's presence in the SAMEA region (South Asia, Middle East & Africa), one of the fastest-growing markets for fragrance and a key priority for the Company.

The new centre houses modern application and perfumery laboratories, along with a development department and office space, enabling faster innovation across Fabric Care, Home Care, Personal Care, and Fine Fragrance. A team of evaluators and marketing managers is also based on site, bringing clients across the region greater proximity and responsiveness.

“This expansion is fully in line with our 2030 strategy and reflects our long-term commitment to grow closer to our local and regional customers across the SAMEA region. By investing in Casablanca, we are building the creative and technical foundations to support their ambitions with agility and to unlock the full potential of these dynamic markets.” said Maurizio Volpi, President Fragrance & Beauty

Felix Mayr-Harting, Global Head of Consumer Products, adds: “Casablanca is a natural gateway for our regional ambitions. Our Moroccan team brings a deep understanding of consumer habits across SAMEA, and that insight is what will make the difference for our customers. “

Givaudan marked the opening with an immersive event bringing customers, partners and regional perfumers together under the theme “House of the Rising Sun — Where Light Becomes Scent “, celebrating the dawn of a new creative era for the Company in Africa.

Source: Givaudan