Indonesia’s local perfume industry is shifting its focus to cater to the evolving lifestyle of Generation Z. Traditionally viewed as an accessory, perfume is increasingly becoming a tool for self-expression among young consumers. Local brands are responding by offering a wider range of fragrances designed to reflect individual personalities and moods. This trend is driven by Gen Z’s emphasis on individuality and their use of scent as a form of non-verbal communication. Industry players report a growing demand for unique and personalized fragrances, moving away from mass-market options. This adaptation represents a significant opportunity for local perfume businesses to capture a larger share of the market and connect with a key demographic. The industry is innovating with new scents and marketing strategies to align with Gen Z’s values and preferences.