Sociolla celebrates Indonesia's beauty boom with '100% cantik Indonesia'

Sociolla is using Indonesia’s 81st Independence Day to spotlight the growth of local beauty brands, with its latest "Love local" campaign positioning homegrown products as increasingly competitive in the beauty market.

Running from 16 July to 19 September 2026, Love local 2026: “100% cantik Indonesia” features product curation, in-store showcases, digital campaigns and storytelling across Sociolla’s omnichannel ecosystem.

The campaign, which first launched in 2021, is positioned as a long-term initiative to help local beauty brands increase visibility, reach new consumers and strengthen their competitiveness through marketing, storytelling and retail experiences.

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The retailer’s own product mix reflects the growing presence of local players. As of June 2026, local products accounted for 55% of Sociolla’s overall product offering, spanning more than 180 local brands and 6,000 active SKUs.

Local brands are particularly prominent in fragrance, where almost 99% of products available on Sociolla are from local brands. Makeup, fragrance and skincare are currently the platform’s three highest-demand categories.

Sociolla also pointed to changing consumer needs as an area where local brands are gaining ground. In skincare, demand has grown around products addressing skin-barrier repair, UV protection and acne care, suggesting that brands are increasingly tailoring innovation to Indonesian consumers.

“Independence Day serves as a reminder of how rapidly Indonesia’s beauty industry has developed over the past few years,” said Chrisanti Indiana, co-founder and CMO of Social Bella. “For us, building a local brand cannot be achieved through a single campaign alone; it requires sustained support through an omnichannel ecosystem, storytelling, and various initiatives that help brands reach more consumers, build stronger connections with the community, and continue to grow sustainably.”

Sociolla’s omnichannel footprint currently spans more than 180 stores across over 65 cities, alongside its digital platform and SOCO app. The app offers features including Personalised Beauty Profile, SOCO Review, Click & Collect and same-day delivery, giving brands additional touchpoints through which to reach consumers.

For Love local 2026, consumers can access local beauty product offers through Sociolla.com, the SOCO app and Sociolla’s physical stores, including discounts, extra vouchers and exclusive promotions.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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