Paragon, Shopee test the future of beauty retail with O2O push at Beauty Science Tech

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As Indonesia’s beauty consumers grow more experience-led and digitally fluent, ParagonCorp and Shopee are putting online-to-offline (O2O) retail into practice through a joint Shopee Hyper Brand Day activation at Beauty Science Tech (BST) 2026.

The campaign blends physical product exploration with instant digital checkout, allowing visitors to try Paragon’s beauty brands on site, purchase through the Shopee app, and collect their products at the venue on the same day. The initiative reflects a wider shift in beauty retail, where trust, trial and convenience increasingly shape purchase decisions.

Rather than positioning online and offline as separate touchpoints, the collaboration integrates both into a single commerce ecosystem. For Shopee and Paragon, the hybrid approach is designed to meet consumers who want reassurance before buying, without sacrificing the speed and incentives of eCommerce.

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“This collaboration reflects Paragon’s commitment to continuously innovating in delivering a more holistic beauty shopping experience. By combining hands-on product exploration with the convenience of digital transactions through Shopee Hyper Brand Day, we are able to offer an experience that is more aligned with the needs of today’s consumers. Shopee’s support plays an important role in our efforts to continue expanding access and driving the growth of Paragon’s local brands,” said Meinar Dyan Muslimah, group head of eCommerce at ParagonCorp.

Local brands, platform scale

Indonesia’s beauty category continues to post strong growth, driven by rising interest in products that align with lifestyle needs and personal relevance. Local brands, in particular, are gaining ground, with Paragon’s portfolio - including Wardah, Emina, Make Over and Kahf - benefiting from both brand trust and digital reach.

Shopee views the Hyper Brand Day format as a way to elevate beauty shopping beyond price-led promotions, turning discovery and education into part of the purchase journey.

“Shopee sees that consumers today are not only seeking transactional convenience, but also a more holistic and confidence-building experience before making a purchase. Through Shopee Hyper Brand Day at Beauty Science Tech 2026, we are delivering a shopping experience that aligns with modern consumer lifestyles by integrating online and offline experiences more seamlessly. This initiative forms part of Shopee’s commitment to continuously support local Indonesian brands in reaching consumers in a more relevant way,” said Daniel Minardi, director of business partnerships at Shopee Indonesia.

The campaign peaks on 26 January 2026 with flash sales, live-streamed commerce, hourly vouchers and exclusive launches, reinforcing Shopee’s playbook of combining entertainment, incentives and immediacy to drive conversion.

Commerce meets beauty tech

The O2O activation sits within ParagonCorp’s broader BST 2026 platform, held from 21-25 January at Pondok Indah Mall 3 under the theme “Beauty rewired: Where science, technology, and soul transform life”. The event positions Paragon’s transformation into a “purposeful beauty tech company”, integrating data, science and purposeful AI into product development and consumer experience.

“Amid the wide range of product choices and information available, many consumers try products without fully understanding what they truly need… This is where ParagonCorp steps in to offer solutions by leveraging more than 20 million consumer data points, a science-led approach, and purposeful AI technology to identify individual needs with greater precision,” said Amalia Sarah Santi, EVP and global chief business officer at ParagonCorp.

Across five experiential zones - from AI-powered skin analysis to sustainability showcases and future retail concepts - BST 2026 provides the physical backbone that makes the O2O model tangible.

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