Givaudan has opened a new development hub in Casablanca as the global fragrance and beauty company steps up its push across the Maghreb and West Africa.

 

The new facility expands Givaudan’s presence in Morocco, where it has operated since March 2025, adding local fragrance development capabilities and a dedicated commercial team serving customers across the region.

 

The Casablanca hub includes application and perfumery laboratories, a development department and office space, allowing Givaudan to accelerate product development across Fabric Care, Home Care, Personal Care and Fine Fragrance. Evaluators and marketing managers are also based at the site, bringing the company’s regional customers closer to its technical and creative teams.

 

“This expansion is fully in line with our 2030 strategy and reflects our long-term commitment to grow closer to our local and regional customers across the SAMEA region. By investing in Casablanca, we are building the creative and technical foundations to support their ambitions with agility, and to unlock the full potential of these dynamic markets," said Maurizio Volpi, President Fragrance & Beauty.

 

Givaudan sees Casablanca as a strategic base for SAMEA — South Asia, Middle East & Africa — which it identifies as one of the fastest-growing markets for fragrance and a key priority for the company.

 

Felix Mayr-Harting, Global Head of Consumer Products, said: “Casablanca is a natural gateway for our regional ambitions. Our Moroccan team brings a deep understanding of consumer habits across SAMEA, and that insight is what will make the difference for our customers.“

 

The company marked the opening with an immersive event, “House of the Rising Sun — Where Light Becomes Scent“, bringing together customers, partners and regional perfumers.

 

The event showcased the work of regional perfumers and highlighted the olfactory character of the Maghreb and West Africa through a series of sensory experiences.

 

The investment gives Givaudan a stronger local platform as it seeks to capture growth in fragrance and beauty across Africa and the wider SAMEA region, combining regional consumer insight with local creative and technical capabilities.