Givaudan is sharpening its Southeast Asia playbook. The fragrance and beauty leader has officially opened “10 Capital,” a new fragrance creative center in Jakarta, Indonesia, designed to accelerate co-creation with local customers and entrepreneurs in one of the industry’s fastest-growing regions.
The opening marks a strategic step-up for Givaudan, which has operated in Southeast Asia for more than 30 years. Rather than a traditional R&D outpost, 10 Capital brings Consumer Products and Fine Fragrance teams together under one roof, signaling a more integrated, market-proximate approach to fragrance creation — from early inspiration through to final olfactory signature.
Positioned as a collaborative hub, the Jakarta center houses perfumers, creative assistants and an application lab working across categories, while remaining fully plugged into Givaudan’s global network. The aim: faster iteration, deeper local insight, and tighter alignment with the region’s increasingly sophisticated brand landscape.
A key feature is The Foundry, a dedicated Fine Fragrance co-creation space designed for hands-on collaboration between perfumers, specialists and customers. With its circular workspace and curated ingredients wall, The Foundry is built as a sensory playground — underscoring Givaudan’s belief that Southeast Asia is not just a growth market, but a source of creative influence.
“This investment reinforces our commitment to co-creation and agility,” said Felix Mayr-Harting, Global Head of Consumer Products, pointing to the value of situating teams closer to customers to rapidly convert ideas into market-ready solutions that reflect the diversity of Indonesian and Southeast Asian olfactory preferences.
For fine fragrance, the message is equally clear. Xavier Renard, Global Head of Fine Fragrance, described 10 Capital as a new chapter in Givaudan’s regional presence, combining local insights with global artistry to support a new generation of brands developing distinctive scent identities.
The center’s opening was accompanied by a behind-the-scenes immersion for media and influencers, including a spotlight on givaudanperfume.id, Indonesia’s first dedicated digital platform for scent creation and inspiration, launched in 2024. A roundtable with global marketing and creative leaders explored the trends shaping the future of perfume — from cultural specificity to faster, more collaborative development models.
For local talent, the move carries added weight. “This new creative centre allows us to collaborate more intimately and support customers throughout the entire fragrance development process,” said Karina Mandala, Perfumer at Givaudan.
