Fragrance house

mine

Mine Perfumery is an Indonesian fragrance brand established in 2021, first appearing in June of that year. Founded by Shan Felita, the brand emerged in response to an Indonesian market she regarded as crowded with mass-market and dupe fragrances. Mine instead developed less familiar, gender-undefined scents, with fragrance layering at the heart of its concept: each composition is designed to work alone or in combination, allowing wearers to create a personal scent. Its philosophy emphasizes bespoke niche fragrance, personalization, transparency, and fragrance education. By 2024, Mine’s creative identity also featured Indonesian materials, including sandalwood and palm sugar; its Unbound concept used cloves, nutmeg, and sandalwood to evoke Indonesian culture across past, present, and future. The brand marked 2021 and 2022 with capsule fragrances translating memorable events or experiences from each year into scent. Ethereal, built around aldehydic musk and vanilla preferences in Indonesia while presented as a modern clean fragrance, is described as a bestseller.