Eskulin’s history is closely linked to Kino Indonesia, one of Indonesia’s major consumer-goods companies. Historical documentation classifies Eskulin as a body-fragrance brand and identifies its original target market as women aged approximately 15–29.[2]

The brand became particularly associated with its Eskulin Cologne Gel, which differentiated itself from conventional liquid perfumes and colognes through its gel formulation. Kino continues to describe it as the first gel-format cologne in Indonesia.

25th anniversary

In 2025, Eskulin celebrated its 25th anniversary. To mark the occasion, Kino introduced an updated Eskulin Cologne Gel and an Eau de Parfum series, positioning the brand towards contemporary younger consumers while retaining its association with playful, fresh and affordable fragrances.[3]

The anniversary also represented a broader repositioning of Eskulin around self-expression, confidence, youthfulness and everyday fragrance. Kino described Eskulin as a brand that has accompanied generations of young Indonesians since 2000.[4]

Eskulin’s product portfolio has evolved considerably from its original Cologne Gel.

Cologne Gel

Eskulin Cologne Gel is arguably the product most closely associated with the brand. Unlike conventional liquid colognes, it uses a gel format intended to provide fragrance while remaining comfortable on the skin.

Eau de Parfum

The Eskulin Eau de Parfum line represents a move towards a more perfume-oriented product category. The 2025 launch included two named fragrances:

• Twilight Amour — combining vanilla, floral musk and sandalwood.
• Enchanted Petals — combining caramel and vanilla with rose, jasmine and sandalwood.

Kino positions these fragrances as youthful, feminine and accessible while reflecting contemporary fragrance preferences.[5]

Korean Spray Cologne

The brand has also introduced Korean Spray Cologne, reflecting the influence of Korean popular culture and fragrance trends among younger consumers.[6]

Eskulin has historically been positioned as a youth-oriented fragrance brand rather than as a luxury perfume house. Its communication tends to emphasise freshness, pleasant fragrance, youthfulness, self-confidence, self-expression, playfulness and affordability. Kino describes Eskulin’s visual and brand character as young, stylish and inspirational, with the brand intended to accompany young people in their everyday activities.[7]

This positioning helps distinguish Eskulin from premium perfume brands. Rather than presenting fragrance primarily as a luxury or formal occasion product, Eskulin has traditionally treated fragrance as part of everyday personal care and youthful identity.

Historically, Eskulin has been particularly associated with teenage girls and young women. Kino’s earlier corporate documentation explicitly identified women aged 15–29 as the brand’s target market.[2]

More recently, the brand has emphasised Gen Z and younger consumers, with campaigns designed around confidence, creativity and personal expression. In December 2025, for example, Eskulin launched its “Kelas Wangi” school activation programme as part of its effort to remain relevant among Indonesian Gen Z consumers.[4]

Eskulin is one of the personal-care brands within PT Kino Indonesia Tbk. Kino’s portfolio extends well beyond fragrance, encompassing personal care, food and beverages, household products, pharmaceuticals and pet care. Eskulin therefore represents one part of a much larger Indonesian consumer-goods business.

Other Kino brands include Ellips, Ovale, Resik-V, Sasha, Sleek and Eskulin Kids, among others.[8]

A notable aspect of Eskulin’s history is the way its core proposition has remained recognisable while its product formats have changed.

The 2025 anniversary is particularly significant because it demonstrates how Eskulin has attempted to modernise its identity without abandoning the product that made the brand distinctive: Cologne Gel.[9]

Eskulin is notable within the Indonesian personal-care market because it helped popularise gel-format body fragrance as a mass-market product. Its long presence since 2000 has also allowed it to become a recognisable youth-oriented fragrance brand across multiple generations. Kino itself describes Eskulin as having accompanied Indonesian youth for 25 years.[9]

Rather than competing primarily through luxury positioning, Eskulin’s historical strength has been its combination of accessible pricing, distinctive product formats, youthful branding and a wide variety of fragrances.

As of 2026, Eskulin can broadly be characterised as a Kino Indonesia-owned Indonesian youth-oriented body-fragrance brand whose portfolio spans Cologne Gel, Spray Cologne, Eau de Parfum, Hijab Body Mist and Korean Spray Cologne. Its contemporary positioning combines fragrance with elements of personal-care and skincare, particularly in the newer Cologne Gel formulation.

Its current brand message can essentially be summarised as:

Fragrance as a tool for confidence, freshness and self-expression.

In that sense, Eskulin’s evolution mirrors a broader change in the Indonesian fragrance market: from simple everyday cologne towards products that combine scent, skincare benefits, lifestyle, identity and personal expression.

1. Eskulin
2. Kino Indonesia
3. Eskulin Memperkenalkan New Eskulin Cologne Gel dan Eskulin Eau de Parfum Series
4. Eskulin Luncurkan Program “Kelas Wangi” di Sekolah untuk Dukung Kepercayaan Diri dan Ekspresi Diri Remaja Indonesia
5. Eskulin Kids Luncurkan Sunscreen Berkolaborasi dengan Disney Stitch
6. kino.co.id
7. kino.co.id
8. Kino – Brands
9. Eskulin Celebrates 25 Years | PT Kino Indonesia Tbk