Driven by both the hot and humid climate in Southeast Asia and consumption upgrading, the laundry scent booster market is experiencing explosive growth, emerging as a new blue ocean in the daily chemical washing sector. As a Chinese fragrance manufacturer deeply rooted in this market, we are not only a professional laundry scent booster fragrance supplier but also areliable fragrance manufacturer with years of industry experience. Based on forward-looking research in 10 Southeast Asian countries and cooperation experience with over 50 local daily chemical factories, we analyze the market development context, 2025 core popular trends and scent preferences, providing accurate layout references for global daily chemical washing factories and brands.
The Southeast Asian laundry scent booster market has achieved a compound annual growth rate of 28.7% in the past three years, far exceeding the global average. According to the 2025 forward-looking report of the Southeast Asian Daily Chemical Association, this growth rate is expected to remain above 25%. This growth benefits from two core drivers: first, the integration of daily chemical product standards among ASEAN countries, such as the mutual recognition of Indonesia’s POM certification and Malaysia’s GMP certification, which lowers product circulation barriers; second, consumers’ demand for clothing fragrance has shifted from “optional” to “essential”. According to 2024 research, 63% of urban consumers are willing to pay a premium of more than 15% for long-lasting scent function, and this proportion is expected to rise to 70% in 2025. The market competition pattern has formed a dual-track model of “international giants + local emerging brands”: Downy under Procter & Gamble occupies the high-end segment with its Unstopables series and plans to launch new products with layered fragrance release in 2025; Kao accelerates its layout in ASEAN and lists clothing fragrance as a key expansion category. Local brands such as Indonesia’s Sari Ayu and Thailand’s Panpuri (under Kose) break through with regional scents. Competition promotes fragrance quality upgrading, and fragrances with high temperature resistance and long-lasting scent become rigid demands, which creates broad space for Chinese fragrance manufacturers , and we, as a reliable fragrance manufacturer , have accurately seized this market opportunity.
Combined with 2025 market forward-looking research and brand actions, the Southeast Asian laundry scent booster market will present four core trends. First, emotional value fragrance becomes the focus of the track. Consumers’ awareness of “clothing fragrance = self-pleasure experience” is deepened. Downy plans to launch a “layered fragrance release” series in 2025 to simulate perfume experience, and local brand Sari Ayu will also launch Bali vacation-themed scents. As a Chinese fragrance manufacturer , we can provide multi-tone compounding solutions to meet this demand. Second, functional compounding deepens into scenario rigid demands. On the basis of bacteria removal and anti-static, 2025 will focus on regional pain points: Vietnam and Thailand will focus on “mildew proof + long-lasting scent” models in the rainy season, while Singapore and Malaysia’s white-collar market will promote “sweat odor neutralization + long-lasting scent” sports models. The penetration rate of such products of Downy has exceeded 40%, and we, as a reliable fragrance manufacturer , achieve high compatibility between fragrances and mildew inhibitors and deodorant ingredients through special compounding. Third, cost-effectiveness + refill packs become the key to breakthrough. Affected by the economic environment, sales of refill packs on Lazada/Shopee increased by 60% year-on-year. Procter & Gamble will expand the launch of “regular pack + refill pack” combinations in 2025. Our 0.1-0.3% concentrated formula can help customers control costs, demonstrating the cost advantage of Chinese fragrance manufacturers . Fourth, natural ingredients + local certification drive together. The growth rate of natural products in Vietnam reaches 41%. With tariff reduction after RCEP implementation, brands need to balance “plant extraction + Indonesia POM/Malaysia GMP certification”. The output ratio of our natural scents such as coconut oil and lemongrass reaches 60%, and we provide one-stop certification handling services, confirming our positioning as a reliable fragrance manufacturer with professional strength.
The scent selection of laundry scent boosters in Southeast Asia is deeply bound to regional culture and climate characteristics, and the three mainstream scent matrices will continue to strengthen in 2025. Tropical floral and fruity scents still dominate (52% market share), with mango coconut and passion fruit lime being the most popular. Downy’s mango coconut variant in Malaysia has won the sales championship for 6 consecutive months. As a Chinese fragrance manufacturer , the same fragrance we customized for Sari Ayu helped its monthly sales exceed 1 million units, proving the value of a reliable fragrance manufacturer with strength. Herbal scents lead in growth rate. Lemongrass mint and green tea camphor are favored by white-collar workers for their refreshing effects. The penetration rate of Panpuri’s lemongrass variant and suns Singapore’s green tea variant exceeds 35%, and the growth rate of this category is expected to reach 30% in 2025. Oriental light scents serve as a stable supplement. Jasmine sandalwood and white orchid rhyme meet traditional needs. The annual repurchase rate of Kakak Putih’s jasmine variant in Malaysia is 42%, and we can provide customized light fragrance formulas to meet local preferences, further consolidating the regional adaptation advantage of Chinese fragrance manufacturers.
As a professional Chinese fragrance manufacturer , we closely follow the 2025 market trends and have become a core partner of many brands with triple advantages in technology, service and cost, and are also the first choice for a reliable fragrance manufacturer . Technically, we adopt nano-microcapsule coating technology to achieve 200℃ high temperature resistance and 72-hour long-lasting scent, adapting to high-speed production lines such as Downy’s OEM factories, perfectly meeting the 2025 demand for layered fragrance release and long-lasting scent; in terms of service, we provide 72-hour quick sampling, one-stop processing of MSDS/COA and local certifications to help customers respond to the market quickly; in terms of cost, the 0.1-0.3% concentrated formula reduces raw material costs and adapts to the refill pack market trend. We have served more than 30 daily chemical factories in Southeast Asia, including Downy’s regional OEM factories and local brands such as Sari Ayu, helping 12 brands enter the top ten in local supermarket sales. Choosing us means choosing a reliable Chinese fragrance manufacturer to lay out the 2025 Southeast Asian market hand in hand with you。
