Personalisation Trend Drives Innovation in the Fragrance Industry

In the midst of increasingly dynamic lifestyles, the function of fragrance is beginning to shift from merely complementing appearance to becoming part of personal expression. Aroma is now frequently understood as a medium for reflecting character, emotional states, and individual experiences.

Recognising this development, Speaks to Me has introduced its latest collection titled PERSON.ALL. This collection is designed to re-emphasise the meaning of personal identity through an aroma approach that represents various personas. Each fragrance is not merely composed of fragrance combinations, but is designed as an interpretation of values and personal journey.

The Fearless variant depicts bold character through an Oriental Ambery profile with touches of cognac, cinnamon, amber, and sandalwood. Meanwhile, The Dreamer arrives with a Floral Aldehydic character that combines orange flower, lemon, and white floral, finished with musk and cedarwood that convey a soft impression.

The Heart variant showcases a gentle character through a Citrus Sweet composition combining bergamot, pistachio, jasmine, tuberose, tonka bean, and cocoa. The Elusive is intended for those with unique character, featuring a Floriental Woody profile that blends cherry, raspberry, rose, heliotrope, vanilla, and tonka bean.

Speaks to Me itself launched in February 2024 with an approach that positions fragrance as a means of emotional connection and personality reflection. This philosophy is also reflected in the design of minimalist white bottles presented as an interpretive space for users.

The brand operates under the umbrella of Social Bella, a beauty technology company established in 2015 that develops an ecosystem of the beauty industry both online and offline through various platforms such as SOCO, Beauty Journal, and Sociolla, which operates a network of more than 150 stores across over 60 cities in Indonesia.