Symrise opens new Scent Creative Center in Singapore to accelerate growth in Asia

This press release was issued by Symrise.


Symrise has opened its new Scent Creative Center in Singapore, advancing its business and growth strategy in Asia. Designed around the way consumers experience products in everyday life, the center combines creative expertise, consumer understanding and advanced evaluation capabilities under one roof. As part of a multi phased cross-business expansion in Singapore, the center translates the ONE Symrise strategy into tangible customer value: faster collaboration and differentiated fragrance solutions around how consumers experience products in everyday life.

Building an integrated ecosystem in Asia

The Scent Creative Center adds another chapter to Symrise’s long-term investment in Singapore. Over the past ten years, the company has invested more than €80 million in the country and expanded capabilities spanning neuroscience, AI and automation. Its partnership with the Singapore Economic Development Board (EDB) has supported this development for more than a decade and has allowed Symrise to develop state of art equipment and expertise.

The new center takes this ecosystem further. It connects Consumer Fragrance, Fine Fragrance and Oral Care expertise while tapping into capabilities from Cosmetic Ingredients and Taste, Nutrition & Health. This ONE Symrise ecosystem combines perspectives around shared consumers and opens opportunities for multi-sensory solutions across categories. Singapore’s strategic location provides an additional advantage, connecting global capabilities with customers and consumers across Southeast Asia and the wider region.

A creative center that feels like home

The center puts the customer and consumer at the heart of fragrance development. Instead of conventional evaluation settings alone, dedicated spaces recreate environments in which consumers experience products. Skin cleansing facilities resemble a bathroom, hair care takes fragrance evaluation into a salon environment, while a dedicated fabric-care room recreates the laundry experience.

These real-life settings help perfumers, fragrance development managers and customers evaluate fragrance performance closer to the moment of use. A sensorial inspiration room complements the concept and encourages creative exchange and the development of distinctive signatures. Customers can collaborate directly with Symrise experts, integrate regional consumer insights and move promising concepts toward market faster.

Global expertise for everyday cleansing rituals

The center also houses the newly created Global Skin Cleansing Centre of Excellence. From Singapore, Symrise will build and share expertise across bar soaps, shower gels, handwash and emerging cleansing formats, support global customer briefs and develop fragrance solutions around evolving consumer expectations in health, beauty, wellbeing and sensory experience.

The location reflects the strategic importance of the category and region. Asia Pacific represents the world’s largest skin cleansing market, accounting for €12.1 billion of a €38.9 billion global market according to Euromonitor data referenced by Symrise. The Centre of Excellence combines perfumery, sensory evaluation, consumer and market intelligence and innovation to translate knowledge across markets into differentiated fragrance solutions.

Together, the Scent Creative Center, Global Skin Cleansing Center of Excellence and upcoming Innovation Centre strengthen Singapore as important pillar of Symrise’s global network connecting creativity, science and consumer understanding to drive growth in Asia and beyond.