Perfume has been a part of the brand’s history since the 1930s. In 1949, Hermès debuted their first perfume: Eau d’Hermès. Hermès perfumes became a subsidiary in 1961, the same year they introduced their fragrance Calèche, a masterpiece that instantly transformed Hermès fragrances into one of the main players on the stage of modern perfumery. Every creation tells a story, and opens up an imaginary world. Through its perfumes, Hermès demonstrates the excellence of its craftsmanship, artistry, and creative freedom.

Brand Growth Journey Stage
Malaysia, Singapore
“We are delighted to have Luxasia as a reliable and strong partner in Singapore & Malaysia. Having them will support our continued growth and enable us to expand Hermès successfully in the Beauty Business.”
Jean-Philippe Collin
Asia Pacific Regional Director, Hermès


  • Hermes and Luxasia have an ongoing successful brand-building partnership for more than 10 years
  • Being a recognised luxury brand in Southeast Asia, Luxasia seeks to continually strengthen Hermes’ market position and influence in the beauty industry


  • Generating sales growth amidst increase in new entrants to the market, especially niche fragrances ,and  the high consumer demand for them
  • Cultivating consumer loyalty
  • Improving retail presence and performance in all markets

Luxasia's Value-add

Attained stellar results in Retail Excellence

Accomplished double-digit increase in both sales and retail productivity in 2018. Achieved successful Twilly launches leading to unprecedented sales achievements at prime animation areas

Enhanced Retail Experiences

Secured a prime location on the floor at Singapore's leading department store Redeveloped storefront to an impressive flagship store, leading to doubled sales growth over two years