S

Sociolla

eCommerce & Marketplaces · Jakarta, Indonesia · Founded 2014

PT Social Bella Indonesia, the parent company of Sociolla, was established in 2015 by co-founders John Rasjid, Christopher Madiam, and Chrisanti Indiana. The founders identified a critical gap in the Indonesian market for reliable access to authentic, certified beauty products and trustworthy information, a market where counterfeit items were prevalent. Chrisanti Indiana, for instance, found it difficult to purchase the brands she used while studying in Australia upon her return to Indonesia. This personal experience, combined with Christopher Madiam's background in technology and John Rasjid's e-commerce expertise, formed the foundation for a platform centered on authenticity and community. The company has since evolved from a beauty e-commerce platform into an integrated, multi-pillar ecosystem. Its primary business is the Sociolla e-commerce site and its network of omnichannel stores, which expanded from just two in 2019 to 86 in Indonesia and 10 in Vietnam. The core business model relies on the direct sale of a wide array of beauty and personal care products. Sociolla ensures product authenticity and quality by collaborating directly with authorized national distributors and brand owners, guaranteeing all products are certified by Indonesia's regulatory agency (BPOM). Revenue is generated primarily through product sales, with a pricing structure that includes both affordable and high-end brands to cater to a wide customer base. Additional income streams include brand partnerships, advertising, and subscription services like curated beauty boxes. Serving a primary demographic of tech-savvy young women aged 18-35, Sociolla has expanded to include a male audience and other beauty enthusiasts. The ecosystem includes several key pillars to support its market. SOCO is a beauty super-app and review platform with millions of product reviews, allowing users to find suitable products and share experiences. Beauty Journal serves as an online media portal for beauty and lifestyle content, which was an early strategic addition to educate the market. Lilla by Sociolla is an e-commerce platform specifically created for mothers, offering curated products for them and their children. Furthermore, the company's SDI business unit provides end-to-end distribution services for beauty brands entering the Indonesian market. This integrated online-to-offline strategy allows customers to try products in-store and purchase online, creating a seamless shopping journey. Keywords: beauty e-commerce, personal care, omnichannel retail, Indonesian beauty market, Southeast Asia beauty, online cosmetics, skin care products, authentic beauty products, BPOM certified, Social Bella, Chrisanti Indiana, Christopher Madiam, John Rasjid, SOCO app, Beauty Journal, beauty tech, beauty distribution, Lilla by Sociolla, direct-to-consumer, beauty community