Founder, Creative Director & Principal Analyst
CHAEL PARFUMS is not merely a fragrance brand; it is a manifestation of character, precision, and a long-standing business legacy.
Founded by Michael Syahputra Sitinjak, a professional forged in the tough corporate world. Since 2019, Michael has dedicated his career to Audit & Management Analysis. In this world, there is no room for error. Every number is counted, every risk analyzed, and every decision based on facts.
This "Zero Error" philosophy is what Michael brought into the CHAEL laboratory. He does not view perfume as mere liquid, but as a chemical composition that must have a perfect structure. For Michael, crafting perfume is an "Olfactory Audit"—ensuring every note passes the highest quality standards before touching the customer's skin.
Michael's entrepreneurial spirit did not appear suddenly. He is the heir to the values of hard work from UD. IMMANUEL (est. 2009), a building material company founded by his father, which has become the family's economic pillar. Together with his sibling, Immanuel (Founder of PT Dwi Mora Elektrindo), Michael is the next generation of the Sitinjak clan transforming "hard work" into a "business empire".
Now, under the IMMR.STORE banner—the parent retail & lifestyle company he built—Michael launches CHAEL PARFUMS as proof of the family business transformation: From solid Building Materials to unshakable Personal Identity.
CHAEL's vision is very clear: Erase the inferiority of local products. We reject the notion that local perfume can only be a "cheap alternative". CHAEL is here to challenge that status quo. We adopt materials and blending techniques from the perfume capitals of the world (Grasse, France & Milan, Italy), but we assemble them with Indonesian soul and taste.
The Concept: Perfume with a luxury European feel.
The Execution: Durability adapted for tropical climate & high mobility.
The Result: Reasonable Luxury.
CHAEL PARFUMS does not mass produce. We only release strictly curated variants. Every bottle is Extrait de Parfum concentrate (Highest Oil Content) for solid 8-12 Hours performance.
Code Name: The Authority
This variant is the definition of "Authority". Designed specifically for leaders, high officials, and executives who want a scent that is calm yet commands the room. This is the scent of mature success.
Character: Sophisticated, Deep, Creamy, & Aristocratic.
Top Notes: Elegant opening of fresh Grapefruit and Pink Pepper, giving a clean and expensive impression.
Heart Notes: Transition to Earthy Vetiver and Mineral Flint providing an exclusive wet earth nuance.
Base Notes: Permanently locked by Dark Leather and Incense, creating a mysterious scent trail that commands respect.
Target User: Men who speak softly but are heard by everyone.
Code Name: The Dominator
Created for the "Alpha" male. A figure who is dynamic, sharp, and always the center of attention. This variant has aggressive projection yet remains polite and clean.
Character: Beast Mode, Clean Spicy, Sharp, & Professional.
Top Notes: Explosion of sharp and spicy Calabrian Bergamot and Sichuan Pepper, instantly awakening the senses.
Heart Notes: Softness of French Lavender combined with Oakmoss giving a "Fougère" nuance (like luxury shaving soap/expensive barbershop).
Base Notes: Strengthened by Amberwood and a touch of Smoky Leather ensuring the scent sticks to fabric fibers even when sweating.
Target User: Young professionals, Field Managers, and active men who need "Fade-Proof" scent.
As an Analyst, Michael guarantees quality transparency. We do not play with deceptive marketing terms.
We use Extrait de Parfum standard.
Ratio: 60% Pure Perfume Oil (Grade A Import) : 40% Absolute Denat Solvent.
Effect: Scent is denser, does not evaporate wastefully, and stays longer on skin and fabric.
We claim honest figures. This perfume is designed to last for one full work cycle (Full Office Hours). You leave smelling good, you come home with character.
We do not use market bulk oils. We use raw materials with heavy molecules that provide a long Sillage (scent trail) effect.
Short Term: Dominating the professional niche market in Indonesia longing for local perfume with "Designer Brand" quality.
Long Term: Making CHAEL PARFUMS a business legacy equal to the success of UD. IMMANUEL and PT Dwi Mora Elektrindo. Proving the Sitinjak family builds not just physical infrastructure, but high-end lifestyle infrastructure.
"In the Audit world, integrity is everything. At CHAEL PARFUMS, quality is our integrity. I do not craft this perfume to please everyone. I craft it for men with standards. If you are that man, then CHAEL is your signature."