Popular Jakarta-born fragrance brand 'SAFF & Co.' launches in Japan

Makeup Co., Ltd. (based in Chuo-ku, Osaka; Representative Director: Osamu Ito), a manufacturer and distributor of fragrance and beauty products, will launch the 'SAFF & Co.' brand on May 22, 2026, at Don Quijote stores nationwide and through the MAKE UP online store.

About 'SAFF & Co.'
SAFF & Co. is a fragrance brand from Jakarta, Indonesia. Drawing inspiration from modern Asian culture and everyday life, the brand has gained significant attention across Southeast Asia for its minimalist design and high-quality fragrances. Known for its core Extrait de Parfum collection, the brand offers scents that blend naturally into daily life while leaving a lasting impression. It has gained widespread support from the younger generation through social media, expanding its popularity not only within Indonesia but across various Asian countries.

The brand has received numerous beauty awards in Indonesia, including the 2025 'Sociolla Awards Best Perfume of the Year,' the 2024 'Popbela Beauty Awards Best Local Fragrance,' the 2023 'Tokopedia Awards Fastest Growing Brand,' and the 2023 'Watsons Health & Beauty Awards Best Perfume.'

Ten varieties will be introduced to Japan:
- Laenira Extrait de Parfum
- Kielaha Extrait de Parfum
- Troupe Extrait de Parfum
- Kiritra Extrait de Parfum
- Ilairaima Extrait de Parfum
- Chocolator Extrait de Parfum
- Lasposas Extrait de Parfum
- Ostara Extrait de Parfum
- Lui Extrait de Parfum
- S.O.F.R Extrait de Parfum

Extrait de Parfum (10 scents, 8mL each, 1,650 yen including tax)
Extrait de Parfum refers to a fragrance category with a higher concentration of fragrance oils. Compared to standard perfumes, it is characterized by a deeper scent and a richer, longer-lasting finish. Even in small amounts, it provides a strong presence and allows users to enjoy the gradual evolution of the scent over time.

Official Instagram: @saffnco.jp
MAKE UP Online Store: https://www.makeup-store.jp/