Danish antiperspirant brand Perspirex has announced its decision to exit the Indonesian market, citing what it describes as unfair competition and coordinated smear campaigns.
The company shared the announcement on its official Indonesian Instagram account, writing: “Indonesia, kami pamit” (Indonesia, we bid farewell). In the post, Perspirex stated:
“Perspirex came with good intentions to help many feel more confident through a proven antiperspirant solution. But unfortunately, many brands started over‑claiming. Some undermined us through smear campaigns. “Buzzers” were used to damage the reputation. All that impacted us. We tried our best, but ultimately we could not continue this journey.”
According to the company, the decision to withdraw follows persistent attacks through so-called “buzzers” – a term commonly used in Indonesia to describe paid social media accounts that amplify messages – and what it called “black campaigns” from competitors.
Perspirex also noted that some of these competing products had made over-claims in their marketing, which the brand considered misleading to consumers.
Perspirex is produced by the Danish company Riemann A/S and is marketed internationally as a high‑performance antiperspirant. In Indonesia, it was positioned as a premium product and available through official distributors and online platforms.
The company did not provide details about when its products would be discontinued locally or whether it would return to the market in the future.
