ORGANIKA Rebrands as “Maison Organika,” Elevating to a Luxury Fragrance House with Global Ambition

ORGANIKA House has announced a significant transformation, rebranding as "Maison Organika." The move signifies a shift from its roots as an aromatherapy pioneer to a full-fledged Luxury Fragrance House, focusing on the seamless integration of scent, art, and sustainability.
 

This major pivot marks a new era in the brand’s fragrance business, aiming to capture the attention of new-generation consumers and tap into the lucrative global scent market. Simultaneously, the company unveiled “Maison Organika - The library of scents,” its first flagship store in Thailand, embodying the concept of the "House of Scents, Souls, and Serenity."

A Market Driven by Emotional Experience

According to a Vision Research Reports analysis, the global fragrance market was valued at approximately $59.48 billion in 2025 and is projected to surge to $92.28 billion by 2034, highlighting the immense potential for growth in the luxury sector.

Ms. Sririta Jensen, Founder of ORGANIKA House, revealed that the new business direction is driven by a profound shift in consumer values. "In the current era, consumers prioritize emotional and experiential fulfillment over tangible possessions. As a result, 'scent' has become a crucial symbol of one's identity, lifestyle, and modern happiness," she stated.

"ORGANIKA is moving beyond using fragrance for mere relaxation; we are expanding its meaning to reflect self-identity and emotion," Ms. Sririta added. "We designed Maison Organika to merge the science of scent with art and mental well-being under an Experience Based Retail model. Our focus is on curating experiences rather than just presenting products, reflecting our belief that 'scent is the language of emotion.'"

Elevating "Scent of Thai" Heritage

Maison Organika is dedicated to elevating the "Scent of Thai" by linking fragrances with local Thai wisdom, such as native herbs, indigenous flowers, and spices. This approach aims to add cultural value to the products while simultaneously generating sustainable income for Thai farmers and local communities.

The exclusive flagship store is located at House No. 8, Sukhumvit 99 (near BTS Bang Chak), Bangkok, and operates strictly By Appointment Only to ensure a luxurious, personalized experience. The store is divided into three primary zones:

THE LIBRARY HALL: The Scent Library of Emotion: Fragrances are meticulously categorized based on four core emotional states (Calm, Love, Relax, Energy), leveraging the principles of the Neuroscience of Scent.

SCENT DNA WALL: Scent by Blood Type: This zone introduces the innovative “Scent by Blood Type” concept—a first in Thailand—to help customers discover their unique “Scent Personality” based on their A, B, O, or AB blood group.

THE AROMA LAB: Where Science Meets Soul: A dedicated workshop space where visitors can create their own Personal Aroma under the guidance of experts.

Focus on Personalized and Digital Growth
Ms. Sririta noted that approximately 71% of consumers today desire unique and personalized scents, making the Personalized Fragrance trend a key market driver.

Strategically, the brand plans a heavy focus on the online market, accounting for 45% of business. This is followed by in-store personalized experiences at 20%, access through hotels and related businesses at 15%, and pop-up shops in prominent Thai landmarks at 20%.

Maison Organika is committed to becoming a leader in the Thai fragrance industry and is aggressively pursuing growth opportunities across Asia and the global stage.