German flavor and fragrance company Symrise has opened a new scent creative center in Singapore.
The center forms part of a phased, cross-business expansion in Singapore and brings together expertise from Consumer Fragrance, Fine Fragrance and Oral Care, while drawing on capabilities from Care & Wellness and Taste, Nutrition & Health. This approach aims to connect insights across consumer groups and identify opportunities in different product categories.
Singapore’s location also provides access to customers and markets in Southeast Asia.
The facility is designed to replicate the environments in which consumers typically use fragranced products. Evaluation spaces include a bathroom setting for skin cleansing products, a salon environment for hair care and a laundry-inspired room for fabric care. The center also features a sensory inspiration room.
Symrise also recently established a global skin cleansing center of excellence in Singapore. The company says the center reflects the importance of both the skin cleansing category and the Asia-Pacific market. The region accounts for €12.1bn of the global skin cleansing market, valued at €38.9bn, according to Euromonitor data cited by Symrise.
Symrise plans to expand its Singapore facilities further with an adjacent innovation center, scheduled to open in the first quarter of 2027. The center is expected to strengthen the company’s analytical and research capabilities and facilitate collaboration with customers and universities.
Over the past decade, Symrise says it has invested more than €80m in Singapore and expanded its capabilities in areas including neuroscience, artificial intelligence and automation. It adds that its partnership with the Singapore Economic Development Board (EDB) has supported the development of equipment and expertise.