Givaudan in Casablanca has reached a new milestone. The Swiss group, one of the world leaders in fragrance and beauty, has just opened a new development center in Morocco’s economic capital.
Announced on 10 September 2026, this new site strengthens the group’s presence in the Kingdom and brings Givaudan closer to its clients in the Maghreb and West Africa.
Givaudan in Casablanca: a new hub dedicated to fragrance
Present in Morocco since March 2025, Givaudan is now expanding its activities in the country.
The new center brings together application and perfumery laboratories, a development department and office space. Evaluators and marketing managers are also based on site.
This organization is designed to help the group speed up the development of new creations, while bringing its technical and commercial teams closer to regional customers.
Casablanca at the heart of the group’s strategy
With this new hub, Givaudan aims to strengthen its foothold in the SAMEA region, which covers South Asia, the Middle East and Africa.
The group sees this area as a high‑potential market for fragrance and beauty. Its presence in Casablanca should allow it to better meet the expectations of local and regional clients.
Maurizio Volpi, President of Givaudan’s Fragrance & Beauty division, frames this expansion as part of the group’s 2030 strategy.
Laboratories to accelerate creation
The new site is not limited to a commercial function.
Teams have access to laboratories dedicated to technical applications and perfume creation. The center works in several categories, including fabric care, home care, personal care and fine fragrance.
This proximity is expected to shorten development times. It also allows teams to better integrate the habits and expectations of consumers across the region.
Morocco becomes a creative playground
Givaudan’s investment also reflects the changing role of Morocco in the perfume industry.
The country offers a significant domestic market and a strategic geographic position that facilitates trade with both Africa and Europe. For Givaudan, Casablanca acts as a gateway to several regional markets.
The group is counting in particular on the consumer insights and market knowledge developed by its Moroccan teams.
A presence that goes beyond fine fragrance
The new center covers a much broader scope than luxury perfumes alone.
Teams are also working on hygiene products, personal care, household cleaners and fabric care solutions.
This diversity reflects Givaudan’s global positioning in Fragrance & Beauty. The group develops creations for both prestige perfumery and everyday consumer products.
Casablanca, a new step in Givaudan’s African expansion
With this center, Givaudan in Casablanca gains a new dimension.
The group no longer sees Morocco only as a commercial market. It is now installing local capabilities for development and creation.
This shift is part of a broader strategy to strengthen Givaudan’s footprint in high‑growth markets. The group plans in particular to deepen its geographic presence and develop solutions that are more closely tailored to local needs.
For Casablanca, this investment consolidates its role as a regional platform for creation, innovation and services.
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