September 16, 2025 – Gar Aromas, a global leader in custom fragrance solutions for (daily chemical) sectors, hosted Firmenich’s Market and Sales teams for a strategic workshop focused on Southeast Asia’s (SEA) fabric enhancer market. The collaboration aimed to leverage Firmenich’s 2025 market report insights and Gar Aromas’ 18+ years of regional fragrance expertise to identify trends and co-create consumer-aligned scent solutions—strengthening both firms’ ability to serve SEA’s fast-growing fabric care sector.
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SEA Fabric Enhancer Market: Size, Growth, and Regional Dynamics
Firmenich’s 2025 SEA Fabric Enhancer Market Review (covering 2024 data) revealed a robust regional landscape, setting the foundation for the workshop’s discussions.
1.1 Overall Market Scale & Growth Trajectory
In 2024, the SEA fabric enhancer market reached US$1.732 billion, with a projected 8.0% Compound Annual Growth Rate (CAGR) from 2024 to 2029. This growth stems from rising disposable incomes, urbanization, and increased consumer focus on fabric longevity and sensory experience—key drivers Gar Aromas aims to address with tailored fragrances.
1.2 Regional Market Leaders & Potential
Thailand emerged as the largest market, with 2024 sales of US$417.6 million (3.7% CAGR), followed by Vietnam (US$346.2 million, 8.7% CAGR). The Philippines and Malaysia stood out as high-growth hubs, both boasting 10.0% CAGR (US$251.7 million and US$88.3 million in 2024, respectively). Indonesia (US$171.0 million, 6.1% CAGR) and Singapore (US$17.8 million) rounded out stable, niche markets.
1.3 Top Brands Shaping Consumer Preferences
Downy, Comfort, and Softlan dominated regional market share. Downy led in Vietnam (52.6%) and Thailand (39.4%), while Comfort held 76.4% of Singapore’s market. Softlan maintained strong positions in Indonesia and Malaysia. These brands’ success highlighted the need for fragrances that align with trusted, consumer-preferred profiles— a focus for Gar Aromas’ development.
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2024-2025 Core Trends Driving SEA Consumer Choices
Firmenich’s report identified four trends that are reshaping fabric enhancer demand in SEA—each a critical focus for Gar Aromas and Firmenich’s collaboration.
2.1 Long-Lasting Freshness: A Climate-Driven Priority
SEA’s hot, humid weather makes extended freshness non-negotiable. Brands like Softlan (Malaysia, Jan 2024) launched Botanicals with 15 weeks of freshness, >95% natural ingredients, and scents like “Summer Garden Freesia & Honey.” Comfort’s Ultra Indoor Dry (Thailand, May 2024) used X10 fragrance tech to eliminate musty odors from indoor drying— a common urban practice.
2.2 Hygiene: 99.9% Bacteria Protection as a Standard
Post-pandemic, hygiene remains key. Downy’s Antibac+ Spring Blossom (Philippines, Jan 2024) paired Safeguard’s 99.9% antibacterial power with long-lasting fragrance. Kalinisan’s Heavenly Fresh (Philippines, Jul 2024) leveraged hotel-grade formulas to bring professional germ protection to households.
2.3 Sensitive & Gentle: Organic, Hypoallergenic Formulas
Family-focused consumers drive demand for gentle options. NEO’s D-NEE Organic Series (Thailand, Dec 2024) included organic lavender/aloe, plant-based softeners, and hypoallergenic testing. Molto’s Pure Soft & Gentle(Indonesia, Sep 2024) was dermatologist-approved for babies, offering 4x softer fabric and mild scents.
2.4 Experiential Wellbeing: Fragrance as a Mood Booster
Fabric enhancers now deliver emotional value. Downy’s Peach Blossom (Indonesia, May 2024) used Korean white peach extracts for a “destination scent.” SoKlin’s Royale Premium Series (Indonesia, Sep 2024) blended 99% plant-based softener with fine fragrance, lasting 30 days.
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Co-Created Fragrance Recommendations for SEA
Using trend data, Gar Aromas and Firmenich identified three high-potential scent directions, aligned with regional preferences.
3.1 Fresh Floral: Timeless and Versatile
Firmenich’s Blue Bouquet (P03D430)— with aldehydes, apple, jasmine, and vanilla— suits Thailand and Vietnam’s love for florals. Gar Aromas plans to adapt this for local floral preferences, ensuring broad appeal.
3.2 Fruity Floral: Tropical and Energetic
Peach & Peony (P03D441) (peach, rose, sandalwood) resonates with the Philippines and Malaysia’s vibrant culture. Gar Aromas will enhance tropical fruit notes to match regional tastes.
3.3 Warm Gourmand: Indulgent and Comforting
Summer Love (P03D428) (apple, raspberry, vanilla) offers coziness for evening/indoor use. Gar Aromas will balance sweetness to align with SEA’s preference for subtle indulgence.
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Future Collaboration: Driving Innovation for SEA
The workshop concluded with a commitment to deepen partnership. Gar Aromas will use its formulation expertise to adapt scents to local markets, while Firmenich provides ongoing trend data.
“Firmenich’s insights help us turn market needs into fragrances that resonate,” said Liora, Gar Aromas’ 18-year perfumer. “This collaboration ensures we deliver solutions that keep our clients ahead.”
For custom SEA fabric enhancer fragrances, contact Gar Aromas for a free consultation— and unlock tailored scent strategies for the region’s dynamic market.
