8 Indonesian celebrities who have launched their own perfume brands, from Jessica Mila to Raisa

Perfume has become more than a fragrance for a group of Indonesian celebrities, who have turned personal style and scent into consumer brands.

Jessica Mila’s One, launched in 2021, is an eau de parfum with floral, vanilla, fruity and powdery notes, along with a warm spicy touch. Chelsea Islan’s Islan uses the “Scent of Purpose” philosophy and draws inspiration from flower fields in Grasse, France. Its discovery set starts at about Rp200,000.

Singer Raisa Andriana launched three Beauty Eau de Parfum varieties through her Raine beauty brand with Titania Fairuskha. About Her is described as romantic, Closer Still as soft, and She Blooms as fresh. Each costs around Rp200,000.

Other entries include Hipnoza by Hesti Purwadinata, with scents ranging from fresh to bold and small and medium bottles priced below Rp100,000. Rossa Beauty offers five fragrance mists, as well as the warmer Charm and softer Whisper eau de parfums, which can last up to six hours.

Ririn Ekawati launched Eleven Thirty with her husband, Ibnu Jamil, in 2023. Ussy Sulistiawaty’s In Bed With Ussy is a unisex eau de parfum featuring Indonesian ingredients such as Lampung Sumatran pepper, Kerinci cinnamon and pink pepper in its top notes. Luna Maya’s Kyfée offers six portable scents and reportedly sold more than 5,000 pieces on its launch night.