Indonesian ecommerce fragrance is a roughly USD 33 million per month market as of May 2026 and the fastest-growing beauty sub-market at about +46% year on year, per Magpie IQ's SKU-level tracking across Shopee, TikTok Shop, Tokopedia and Lazada. Its most striking feature: it is almost entirely led by local Indonesian perfume houses. This page ranks the top fragrance brands by actual GMV.
Who are the top perfume brands in Indonesia by market share?
Ranked by GMV over March–May 2026, as a share of total Indonesian ecommerce fragrance GMV, per Magpie IQ data:
| # | Brand | Market share | Origin / tier |
|---|---|---|---|
| 1 | Scarlett | 7.8% | Local · declining |
| 2 | Mykonos | 4.4% | Local |
| 3 | NCO | 3.9% | Local · rising |
| 4 | Octarine | 3.8% | Local |
| 5 | HMNS | 3.3% | Local · rising |
| 6 | SAFF & Co. | 3.0% | Local |
| 7 | Evangeline | 1.6% | Local |
| 8 | Morris | 1.6% | Local |
The category is highly fragmented — the top eight brands hold only about 29% between them — and dominated by local perfume houses (Scarlett, Mykonos, NCO, Octarine, HMNS, SAFF & Co.). Global names are largely absent from the top ranks.
Which platform and product type?
- Shopee — ~55%, Tokopedia ecosystem ~37%, TikTok Shop ~5.9%.
- By type: Unisex Perfume ~54%, Women ~28%, Men ~18% — local brands market scents as gender-neutral.
Who is gaining and losing share?
Newer local houses NCO and HMNS are surging (NCO the standout gainer), along with Mykonos and SAFF & Co.; the long-time leader Scarlett is cooling sharply, as is Octarine — a fast-rotating, design-led local scene.
About the data
Figures are drawn from Magpie IQ's ecommerce intelligence platform, which tracks SKU-level sales across Shopee, Tokopedia, TikTok Shop, Lazada, Blibli and Bukalapak in Indonesia. GMV = post-discount price × units sold. Market share is a brand's GMV as a percentage of total tracked category GMV over March–May 2026. Rankings reflect real transactions, not surveys.