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Perfume industry thrives as local brands spread their fragrance
Many newcomers have entered Indonesia’s fragrance market by introducing products on social media before selling them on e-commerce or consignment where consumers can purchase them offline.
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A local perfume brand at a beauty bazaar event in South Jakarta, showcases its products on March 22, 2025. (JP/Ni Made Tasyarani) (TJP/Ni Made Tasyarani)
T
he homegrown perfume industry has expanded its market share in Indonesia, as domestic consumers flock to emerging locally produced brands.
Zahra, a Jakarta-based beauty enthusiast who recently explored local perfume brands at a beauty event in the southern part of the capital, said she took interest in several brands, having purchased three perfumes at under Rp 200,000 (US$12.04) each.
Locally produced fragrances, she said, offer good quality and much more affordable prices when compared with international brands that she deemed “too pricey”.
Yasmin, a 24-year-old who has been a loyal local perfume brand customer for more than two years, said that she had repurchased her favorite local perfume on e-commerce.
“I support local products, though [my favorite brand] might not come as very affordable,” she told The Jakarta Post on March 20, adding that the local product she chose had its unique scent and long-lasting fragrance.
Fragrances are expected to contribute 32.4 percent of the Indonesian online retail personal care market in 2025, a figure that is projected to increase to 37.2 percent by the end of 2029.
The value of the local fragrance e-commerce market is estimated at $1 billion this year and it is expected to almost double to $1.89 billion by the end of 2029.
