Symrise opens Scent Creative Center in Singapore to boost Asia growth
- Symrise opened a Scent Creative Center in Singapore integrating creation, evaluation and consumer understanding.
- The site links Consumer Fragrance, Fine Fragrance and Oral Care and taps Care & Wellness and Taste, Nutrition & Health capabilities.
- Symrise has invested more than €80 million in Singapore over the past ten years.
- Singapore hosts a Global Skin Cleansing Centre of Excellence; an adjacent Innovation Center is planned for Q1 2027.
New hub for scent development
Symrise has opened a Scent Creative Center in Singapore to accelerate its ONE Symrise strategy and growth in Asia. The center consolidates creative expertise, consumer understanding and advanced evaluation capabilities to enable faster collaboration and differentiated fragrance solutions tied to everyday product use.
Integrated, consumer-focused facilities
The center connects Consumer Fragrance, Fine Fragrance and Oral Care expertise while drawing on Care & Wellness and Taste, Nutrition & Health. Dedicated rooms recreate real-life settings—bathroom-like skin cleansing facilities, a salon environment for hair care and a fabric-care laundry room—so perfumers and customers can evaluate fragrance performance closer to the moment of use.
Global Skin Cleansing Centre and market context
Singapore also hosts Symrise’s Global Skin Cleansing Centre of Excellence, building expertise across bar soaps, shower gels, handwash and new cleansing formats to support global briefs. Symrise cites Euromonitor data showing Asia Pacific accounts for €12.1 billion of a €38.9 billion global skin cleansing market.
Investment and next steps
Symrise has invested over €80 million in Singapore in the past decade in capabilities including neuroscience, AI and automation, supported by the Singapore EDB. An adjacent Innovation Center is planned for Q1 2027 to expand analytical and research capabilities and deepen co-creation with customers and universities.
Source: Symrise