Fragrance house

SAFF & Co

SAFF & Co. is a Jakarta-based fragrance brand launched in 2020 by Santi Tan as a local alternative to a perfume market she saw as dominated by international brands. It began by selling online, then extended its range beyond perfumes to room and textile fragrances. Its identity centers on heightening the senses and translating extraordinary feelings into accessible sensory creations. A documented identity redesign emphasized collaboration with artists, perfumers, content creators, and key opinion leaders, alongside a more adaptable visual identity. In October 2024, SAFF & Co. launched the Irai Leima collection with perfumer Gael Montero, the first collection released in its new packaging. In February 2025, it released For Now and Then in collaboration with Indonesian fragrance enthusiast Michael David, also known as Indofragz, and perfumer Miroslav Petkov; the launch was the brand’s first release of 2025 and its second Cloud Mist collection. In April 2025, SAFF & Co. presented Morfosia: Caress of the Hubris, an immersive installation combining visual art and fragrance, with a scent created by the brand and Miroslav Petkov.