Sociolla, Indonesia’s pioneer in omnichannel beauty retail, continues to expand its presence across the country with the launch of its first omnichannel store in Padang, West Sumatra.

This strategic move enhances access to trusted beauty products in a region where offline shopping remains dominant, while also offering a seamless, tech-integrated experience through the SOCO app.

But this launch is only the latest chapter in a much larger story, one that traces Sociolla’s transformation from a small beauty platform into a nationwide ecosystem that is reshaping the industry.

Early Beginnings and Online Focus

Sociolla was founded in 2015 by Christopher Madiam as an online omnichannel beauty retailer under Social Bella.

Starting from a small warehouse with just 20 employees and offering only 10 brands, Sociolla focused on creating a trusted platform for beauty and personal care products that were 100% registered with BPOM.

The company’s early model relied heavily on e-commerce to reach customers across Indonesia.

Digital Innovation with SOCO App

In 2018, Sociolla introduced the SOCO app, designed to integrate technology and beauty by allowing users to read product reviews, check availability, and shop seamlessly.

This digital innovation improved customer engagement and provided a more personalized and informed shopping experience, establishing SOCO as a key part of Sociolla’s omnichannel strategy.

Entering Offline Retail and Omnichannel Expansion

The company took a bold step into offline retail by opening its first flagship store in Lippo Puri Mall in 2019.

Since then, Sociolla has expanded to operate over 110 omnichannel stores in more than 55 cities across Indonesia.

This expansion is supported by a 12,000 square meter warehouse in Cikupa, Tangerang, and a workforce exceeding 2,000 employees, enabling seamless integration between online and offline channels.

Building a Comprehensive Beauty Ecosystem

Under Social Bella, Sociolla evolved beyond retail to become an ecosystem that includes SOCO, a consumer review platform; Beauty Journal, an online media outlet; Lilla by Sociolla, an e-commerce platform for moms and families; and brand development services for beauty and personal care brands.

This multi-platform approach empowers local and international brands, creating a vibrant and collaborative beauty industry environment.

Commitment to Quality and Customer Trust

Christopher Madiam emphasized that Sociolla strictly filters products to ensure safety and quality, requiring all items to be BPOM-registered and free from overclaiming.

This rigorous filtering process, which can take up to two weeks, supports consumer confidence by offering only reliable and safe products.

Sociolla also supports the growth of local brands such as BLP and ESQA by providing them with a trusted retail platform.

Resilience and Growth Amid Challenges

Sociolla demonstrated resilience during the COVID-19 pandemic, with skincare products becoming a category that helped sustain the business.

The company’s digital-first approach allowed it to continue growing despite market disruptions.

With a strong focus on millennial and Gen Z consumers who prefer digital channels, Sociolla’s business grew nearly 50% during 2023-2024, a period many considered challenging.

Sociolla’s New Omnichannel Store Opens in Padang

On May 30, 2025, Sociolla officially opened its first omnichannel store in Padang at Basko City Mall.

The 171-square-meter store features over 4,000 products from more than 200 local and international brands, including Skin1004, COSRX, Skintific, ESQA, and Wardah.

The store’s technology integration with the SOCO app enables customers to access product reviews, check stock availability, and enjoy Click & Collect services.

Additionally, trained beauty advisors provide personalized and educational consultations to enhance the shopping experience.

Co-founder and CEO Christopher Madiam highlighted Padang’s strategic importance due to Sumatra’s high offline transaction rates and growing digital adoption, making it a promising market for Sociolla’s omnichannel expansion.

PHOTO: SOCO BY SOCIOLLA

This article was created with AI assistance.