ASIATODAY.ID, JAKARTA – Indonesian specialty chemical supplier PT Sinar Multi Kemindo (SMK) and Italian fragrance house Moellhausen have strengthened their partnership to help local Indonesian beauty and fragrance brands enhance their competitiveness and expand into international markets.
The commitment was showcased through the launch of a fragrance concept titled “Summer in Milan,” inspired by modern lifestyles and emerging global trends.
Designed to resonate with active young consumers, the concept is also intended to serve as a source of inspiration for Indonesian brands seeking to develop products that meet international standards.
Endah Prasetyorini, widely known as Orin, Chief Executive Officer of PT Sinar Multi Kemindo, emphasized that success in global markets requires long-term preparation rather than quick fixes.
“The synergy between SMK and Moellhausen is not an instant formula for success. It is a strategic foundation that helps local brands prepare for the demands of global markets,” Orin said on June 15, 2026.
“We believe that innovation, sustainability, and strong partnerships are the key drivers behind successful products.”
Through the collaboration, SMK aims to provide more than just raw materials. The company offers end-to-end support for industry players, including concept development, product formulation, and commercialization, helping local brands create innovative and competitive products capable of competing on the international stage.
Meanwhile, Andreas Setia Budi, Moellhausen’s Country Manager for Indonesia, introduced the concept of a “scented postcard,” an approach that uses fragrance as a medium to recreate memories and emotions associated with specific places and experiences.
“Every perfume tells a story. Fragrance plays a vital role in conveying that story and creating an emotional connection with consumers,” Andreas said.
The launch event brought together more than 50 industry stakeholders, including local brand owners, fragrance enthusiasts, and influencers. Participants exchanged insights on the latest fragrance industry trends and discussed opportunities for Indonesian products to gain broader acceptance in global markets.
Through this partnership, SMK and Moellhausen hope to become strategic partners for Indonesia’s beauty and personal care industry while encouraging more local brands to successfully compete and thrive on the international stage. (Silvia Andriani)
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