"This hybrid model positively impacts both our internal organization and the client experience," says Bruna Bergemann, Fine Fragrance Business Development Director. "Internally, dedicated category experts can seamlessly interact, collaborate, and generate meaningful cross-fertilization between Consumer Products and Fine Fragrance."Givaudan
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.Givaudan
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.
"The Jakarta Creative Center plays a key role in bridging local relevance with regional and global scalability," says Bergemann. "Being embedded in the Indonesian market allows our teams to capture hyper-local insights in real time through direct client interactions, close exposure to local consumers and strong investment in consumer insights, and a deep understanding of local ingredients, trends, and cultural codes."
She adds, "These insights are translated into clear olfactive directions and fragrances that truly resonate locally. A good example is our collaboration with Indonesian brand Saff & Co., whose latest launches, Kie Raha and Rae Nira, created by Givaudan perfumers Nanako Ogi and Linda Song, were inspired by the nostalgic and locally iconic scent of cajuput oil, reinterpreted in a modern and refined Fine Fragrance structure for the first time!"
“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.Givaudan
Bergemann notes, "In parallel, as this Creative Center is part of a connected Southeast Asia and Global network, we can easily identify which Indonesian inspirations have broader regional or global appeal. This allows us to support Indonesian brands in exploring expansion opportunities beyond their home market, while also enabling international brands to draw conceptual and olfactive inspiration from Indonesian ingredients and trends—and it is often this way that a global trend is born."
“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.
For local talent, the move carries added weight. “This new creative center allows us to collaborate more intimately and support customers throughout the entire fragrance development process,” said Karina Mandala, Perfumer at Givaudan.Givaudan
For local talent, the move carries added weight. “This new creative center allows us to collaborate more intimately and support customers throughout the entire fragrance development process,” said Karina Mandala, Perfumer at Givaudan.
Bergemann concludes, "Our ambition with The Foundry in Jakarta is to provide Indonesian clients and business owners with the same level of resources—perfumery talent, ingredient palette, and marketing expertise—that we offer to our Fine Fragrance clients in Paris, New York, or Dubai. We are here to share global, regional, and local trends; our proprietary consumer insights, initiatives, and technologies; and to co-create with our local partners the iconic fragrances of tomorrow—creations that will win consumers’ hearts in Indonesia and beyond. We want to give them the same tools, creative palette, and access to perfumers so they can dream big and go wherever they choose."
She adds, "At Givaudan, we believe the Indonesian market is ready to move from an “'inspired by' market to an inspiring one—sharing its olfactive vision with the world. This ambition is already shaping our Fine Fragrance organization, as we strengthen our talent base in Jakarta and across Southeast Asia, combining local expertise with talents from other regions and different métiers, all working in close synergy toward this shared and ambitious goal."
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.
