Givaudan, a global player in fragrance and beauty, expanded its footprint in Southeast Asia with the launch of a new fragrance creative centre in Jakarta, Indonesia, named ‘10 Capital’. Designed as a hub for co-creation and innovation, the centre brings together Givaudan’s Consumer Products and Fine Fragrance teams under one roof, enabling closer collaboration with local brands, entrepreneurs, and partners — from initial concept to the final olfactory signature. With this move, Givaudan reinforces its commitment to one of the world’s fastest-growing fragrance markets.
A Strategic Investment in a High-Growth Market
As demand for personal care and fine fragrances rises across Indonesia and Southeast Asia, Givaudan aims to deepen its regional partnerships by combining creativity, technical expertise, and strong market insights. The new facility forms part of the company’s broader strategy to place teams closer to customers, allowing faster product development cycles and more locally relevant scent solutions.
Bringing Creativity and Expertise Together
At its core, ‘10 Capital’ houses a dedicated multidisciplinary team that includes:
*Perfumers
*Creative assistants
*Application lab specialists
These teams work across categories while remaining connected to Givaudan’s global network of fragrance experts, ensuring both local responsiveness and international quality standards. In addition, the centre features The Foundry, a specialised collaborative space dedicated to fine fragrances. With its distinctive circular workspace and ingredient wall, The Foundry offers an immersive environment where perfumers, specialists, and clients experiment, ideate, and refine scent concepts together.
Leadership Perspectives
Felix Mayr-Harting, Global Head of Consumer Products, emphasised, “This investment reinforces our commitment to co-creation and agility for our consumer products business. By situating our teams closer to customers, we can rapidly transform ideas into market-ready solutions that celebrate the vibrancy and diversity of the Indonesian and Southeast Asian fragrance landscape.”
Xavier Renard, Global Head of Fine Fragrance, said, “‘10 Capital’ marks a new chapter in our regional presence, reflecting our belief in the extraordinary creativity emerging from Southeast Asia. By combining local insights with Givaudan’s global artistry, we are empowering a new generation of brands to translate their unique identity into signature scents that resonate deeply with consumers.”
Empowering Local Talent
The new centre also strengthens support for Indonesia’s growing creative community. “As an Indonesian perfumer, I’m proud to see how rapidly the fragrance industry has grown here,” said Karina Mandala, Perfumer at Givaudan. “This creative centre allows us to collaborate more closely and support local customers throughout the entire fragrance development journey,” Mandala added.
Strengthening Regional Leadership in Fragrance Innovation
As per the press release, ‘10 Capital’ sets a new benchmark for fragrance development in Southeast Asia. By combining global expertise with local creativity, Givaudan aims to accelerate innovation, enhance customer collaboration, and deliver differentiated scent solutions across the region. The Jakarta hub marks a significant milestone in the company’s strategy to strengthen its presence and better serve customers in Indonesia and the wider Southeast Asian market.
