JAKARTA - The trend of fragrances from the Middle East is currently dominating the cosmetics and body care market in Indonesia. The strong, long-lasting aroma characteristics, as well as the luxurious packaging with competitive prices, are a magnet for fragrance enthusiasts.
Capturing this momentum, the perfume from the United Arab Emirates (UAE), Swiss Arabian, has now spread its wings massively in the Indonesian domestic market, and was introduced through the Jakarta X Beauty 2026 event which took place at the Jakarta Convention Center on July 2-5.
The brand, which has been around since 1974, brings along a number of its flagship collections, such as Shaghaf Oud Tonka, Soul of Bali, to Vanilla 01.
Kamal Bhojwani as President Director of PT Kharisma Sukses Persada said that the Indonesian public's response to perfumes from Dubai was very positive. One of the main factors that triggered this trend is the uniqueness of raw materials such as oud (gaharu) which is now increasingly favored by local consumers.
"If the aroma, we say maybe 75 percent is indeed the fresh one, and the rest can be said to be stronger. But one of the aromas that is exclusive is the oud aroma. So, Middle Eastern perfumes are very famous for perfumes that smell like oud, which are strong and long-lasting," said Kamal.
He added, Swiss Arabian is actually not a foreign name for some Indonesian people. Long before it was officially distributed, this brand was often brought home as souvenirs by umrah and hajj pilgrims who visited Saudi Arabia. The exclusive and mature product character positions it as a line that targets the consumer segment aged 18 to 50 years.
In addition to the uniqueness of the oud aroma, the strength of Middle Eastern perfumes lies in the visual aspect and cost efficiency. The UAE cosmetics industry is considered very skilled in packaging products at a premium without having to charge consumers with excessive production costs.
"Because what I said earlier, the price is popular but the quality is exclusive. Because if we look at the bottle, a bottle as good as this, if it is made in France or Italy, the price can be three to four times higher," said Kamal.
To ensure accessibility for consumers in Indonesia, Swiss Arabian distribution is not only focused on e-commerce platforms, but has also penetrated store networks in leading department stores in various major cities such as Jakarta, Surabaya, Medan, and Bali.
This step is expected to be able to meet the public's need for high-quality fragrance products in the midst of intense competition with the local perfume industry which is also on the rise.
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