JAKARTA - The need for safe and easily accessible beauty products is increasingly felt in various regions, including in the eastern part of Indonesia.
As people's awareness of self-care increases, consumers are now not only looking for popular products, but also those that are guaranteed to be safe, according to skin needs, and supported by clear information.
In Papua, especially Sorong, interest in beauty products continues to show growth. This city is one of the regions with a significant contribution to the sale of beauty products in East Indonesia throughout 2025.
This dynamic reflects changes in consumer behavior that are increasingly selective in choosing products, as well as requiring closer and more reliable shopping access.
In this case, Sociolla expands its presence by opening its first omnichannel store in Sorong, Papua. Located at Paragon Square Sorong floor GF and has been operating since January 23, 2026, this store is presented to make it easier for local people to get beauty products that have been registered by BPOM, without having to rely on long-distance shipping from other cities.
The selection of Sorong as the expansion location is based on the growth of a fairly dynamic beauty lover community in the Papua region and its surroundings. The presence of this physical store is expected to bring the shopping experience closer, while answering consumer needs for products that match local characteristics and preferences.
"We see strong growth potential in Papua, as the community's need for quality and easily accessible beauty products increases," said Co-founder & CEO of Social Bella, Christopher Madiam,
Through the omnichannel concept, the shopping experience in the store is integrated with the digital application. Consumers can access product information, read reviews, and check the availability of goods directly. This approach provides convenience for customers in making decisions, especially for those who want to ensure product compatibility before buying.
In addition, the presence of trained beauty advisors allows consumers to get more personal and educational assistance. This approach is important, considering that the needs of each individual's skin and self-care are not always the same.
Beauty product stores in Sorong present thousands of beauty products from various local and international brands that have been curated. The skin care category is still the main choice, but the interest in perfume also shows an increase in the eastern Indonesian region.
Internal data shows that perfume occupies the second position in the largest purchase category, encouraging the presence of a wider range of fragrance options in this store.
More than just a place to shop, the presence of this store also opens up opportunities for local communities, including through job creation and talent development in the region. This approach is expected to encourage the growth of a more inclusive beauty ecosystem.
To date, Sociolla has operated more than 150 stores in various cities in Indonesia, including in tier-2 and tier-3 areas. This expansion reflects efforts to expand access to beauty products that are guaranteed to be safe, in line with the increasing needs of consumers in various regions.
Papuan society now has a new alternative to meet their beauty and self-care needs in a closer, safer, and more informed way.
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