Would you wear perfume that smells like cendol?

KUALA LUMPUR: Vanilla and caramel may have long dominated the world of gourmand perfumes, but a new wave of fragrances is proving local favourites also deserve a place on the shelf.

Think cendol, kopi and even ketayap: these familiar flavours are inspiring perfume makers in Malaysia and Indonesia, where consumers are increasingly embracing fragrances that evoke beloved local treats instead of the usual sweet dessert notes.

For Szindore live-selling host Muhammad Ammar Jamil, the trend prompted his company to launch its Malaysian Delight Series, a collection celebrating the country’s food culture through fragrance.

“We’ve received a very positive response,” he told Bernama during the Fragrance of Asia Showcase at Sentul Depot recently. “Even perfume enthusiasts from Indonesia enjoy fragrances inspired by Malaysian food.”

The shift reflects a broader evolution in gourmand perfumery. Once largely associated with vanilla and chocolate, the category now embraces scents inspired by pistachios, mangoes, matcha and an ever-growing variety of desserts and beverages.

Still, Ammar said food-inspired perfumes aren’t necessarily everyday fragrances. Some are intentionally rich and indulgent, making them more appealing to collectors than casual users.

“Not everyone wants to smell like food,” he said with a laugh. “Most buyers are collectors, and some fragrances are produced in limited quantities, making them more valuable.”

For daily wear, customers tend to gravitate towards fresher scents. “Our Teh Singo fragrance, for example, incorporates citrus notes, making it more suitable for everyday use than heavier gourmand fragrances.”

He added that younger consumers, in particular, appear more willing to experiment with unconventional scents.

Creating food-inspired perfumes, however, is more challenging than simply recreating the smell of a favourite dessert. Amthra Bali founder Mitha Italia said the trick lies in capturing the essence of a food without making the wearer smell edible.

“Our pistachio fragrance is inspired by pistachio ice cream, but we balanced it with citrus and musk notes so it’s lighter and more comfortable to wear,” she said.

“If a fragrance is too sweet, like chocolate, we soften it while still preserving its identity.”

She added that food-inspired fragrances are also known for their comforting qualities and can help lift a person’s mood.

The Fragrance of Asia Showcase from June 26-28 brought together perfume brands from Malaysia, Indonesia, Singapore and Thailand, giving visitors a chance to explore everything from classic floral perfumes to more adventurous creations – including those that reminded them of their favourite local treats.