Sociolla
Sociolla is an Indonesian omnichannel beauty and personal care retailer that sells Korean and international brands through its SOCO app, e-commerce platform, and approximately 150 physical stores across Indonesia and Vietnam, expanding across Southeast Asia.
- Company typePrivate
- Founded2014
- HeadquartersJakarta, Indonesia
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Sociolla does
Sociolla (legally Social Bella International) is an Indonesian-based omnichannel beauty and personal care retailer founded in 2015 and headquartered in Jakarta. The company serves Indonesian and Southeast Asian beauty consumers through an integrated model combining its proprietary e-commerce platform and SOCO mobile app with a physical retail network of approximately 150 stores spanning Indonesia (including a January 2026 entry into Papua) and Vietnam, with stated plans to scale to up to 500 stores and expand into Thailand, the Philippines, Malaysia, and Singapore. The product offering centers on a curated portfolio of Korean and international beauty brands such as Skintific, Laneige, Make Over, and SungBoon Editor, and the company has extended into the adjacent maternal and baby care category. Revenue is generated primarily through direct product sales (transaction-based), supplemented by marketplace commission flows on third-party platforms (Shopee, TikTok Shop) and event-driven commerce activations such as the K-BeautyLand immersive experience launched in 2025.
Underlying technology is built around the SOCO app and proprietary e-commerce platform that bridge digital and physical retail, enabling omnichannel shopping, in-event transactions, and promotional mechanics such as up-to-90% discount campaigns and IDR 500M in giveaways. The distribution stack spans owned e-commerce and mobile storefronts, third-party marketplaces (Shopee, TikTok Shop), and a rapid physical-store rollout, while demand generation combines K-BeautyLand events, micro-influencer and live commerce marketing, and brand-debut partnerships with Korean beauty houses entering Indonesia. The business is backed by General Atlantic (53.3-54% controlling stake acquired December 2025 at a ~US$595.5M valuation), with prior investments from Temasek, L Catterton, East Ventures, and Jungle Ventures, and is preparing for a Singapore IPO while pursuing regional expansion.
Sociolla firmographics
Firmographics- Name
- Sociolla
- Legal name
- Social Bella International
- Website
- http://www.sociolla.com/
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Sociolla is an Indonesian omnichannel beauty and personal care retailer that sells Korean and international brands through its SOCO app, e-commerce platform, and approximately 150 physical stores across Indonesia and Vietnam, expanding across Southeast Asia.
- Ownership category
- akta.pro rank
Sociolla industry classification
Industry- Product category
- Beauty and Personal Care Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- akta.pro primary industry
- Beauty & Personal Care Omnichannel (CRAFAEAB)
- akta.pro secondary industries
- Beauty & Personal Care Online Retailers (CRAFADAC), Beauty & Personal Care Marketplaces (CRAFABAB), Mass Beauty & Drugstore Beauty Distribution (CRAOAEAA)
Keywords
Where Sociolla is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices3 records
Markets served
Sociolla business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Beauty and Personal Care Product Sales: Direct sales of beauty and personal care products through e-commerce platform and physical retail stores. Core revenue stream from product transactions.
- Marketplace Commission: Platform likely generates marketplace-style revenue from third-party beauty brands sold through the platform
- Event and Promotional Revenue: Revenue generated through events like K-BeautyLand featuring promotions, brand activations, and exclusive product launches
- Maternal and Baby Market Expansion: New market segment expansion into maternal and baby products alongside existing beauty offerings
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Sociolla product offering
Product offeringCore offering
Sociolla operates an omnichannel beauty and personal care retail platform that sells a curated portfolio of international, Korean, and local beauty brands through its proprietary e-commerce website, the SOCO mobile app, and a network of 150 physical stores across Indonesia and Vietnam. Its offerings span skincare, makeup, and adjacent personal care categories including a newly added maternal and baby line, supported by immersive K-Beauty brand activations.
Differentiator
Problem solved
Functional benefit
Products and services
- Sociolla Omnichannel Beauty Retail Platform Curated omnichannel beauty and personal care retail service selling Korean, international, and local brands across Sociolla's website, SOCO app, and 150 physical stores in Indonesia and Vietnam, with expansion into maternal and baby care products.
- SOCO App Proprietary mobile shopping application enabling consumers to browse and purchase beauty and personal care products, integrated with Sociolla's physical retail experience and promotional events.
- K-BeautyLand Immersive Brand Experience Immersive Korean beauty experience featuring themed zones recreating Seoul neighborhoods, integrated digital shopping via the SOCO app, promotional discounts up to 90%, giveaways, and Indonesian debuts of Korean brands such as SungBoon Editor.
Quantifiable outcome
- 20x growth since 2020
- +4 more outcomes
Companies that use Sociolla
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Sociolla technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Sociolla partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SungBoon EditorflagshipKorean slow-ageing brand SungBoon Editor made its Indonesian debut through K-BeautyLand 2025 event at Jakarta's Central Park Mall, marking a strategic brand partnership for market entry.
Scale indicators11 records
Recent moves10 records
Expansion highlights6 records
Sociolla competitors and assessment
Company assessmentBroad incumbents
- Ulta Beauty: Largest US beauty specialty retailer with a unified omnichannel model and broad assortment of mass and prestige brands. A useful proxy for the long-term omnichannel beauty retail playbook Sociolla is pursuing in SEA.
- Guardian (Hong Kong / SEA): SEA health and beauty chain with stores across Indonesia, Malaysia, Singapore, and Vietnam. Directly comparable in physical retail presence and product mix, though less differentiated on the e-commerce and K-Beauty experience.
- Watsons Asia: Asia's largest health and beauty retail chain with thousands of stores across SEA. Overlaps significantly with Sociolla in target customer and product categories, but Watsons also sells health/wellness SKUs and operates at much larger scale.
Direct peers
- Nykaa: India's leading omnichannel beauty and personal care retailer combining e-commerce with physical stores. Directly comparable to Sociolla in business model, target customer, and emerging-market beauty retail playbook; both are profitable growth-stage platforms with physical expansion road maps.
- Sephora: Global omnichannel beauty retailer carrying premium and K-Beauty brands across physical stores and e-commerce. Closest comparable to Sociolla in omnichannel model, brand curation, and K-Beauty focus, though at significantly greater global scale.
Emerging players
- Althea Korea: Korean-born beauty e-commerce platform with SEA shipping. Comparable to Sociolla on K-Beauty focus and online-first model, though lighter on physical retail and omnichannel integration.
- Sociolla's Shopee storefront category leaders (e.g., beauty aggregators on Shopee): Pure-play beauty sellers and brand storefronts on Shopee and TikTok Shop compete with Sociolla for online beauty share. They lack the omnichannel and curated-brand differentiation but operate on lower fixed costs.
Others
- Zilingo (historical SEA marketplace): Former SEA fashion and lifestyle marketplace. Useful reference for the structural challenges of building a pan-SEA e-commerce/retail platform and the importance of capital efficiency and category focus.
- Mintel / beauty CPG brand owners (e.g., LG Household & Health Care): Major K-Beauty and Asian CPG brand owners (e.g., LG H&H, Amorepacific) whose distribution choices shape Sociolla's assortment and supplier leverage. Not a direct competitor but a critical ecosystem counterparty.
Regional players
- Sasa (Malaysia / SEA): Hong Kong–origin beauty retailer with strong SEA presence, including physical stores and e-commerce. Comparable in product mix and Asian beauty positioning, but historically Malaysia- and Hong Kong-centric rather than Indonesia-anchored.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sociolla social profiles
Digital presenceSociolla financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sociolla leadership team
Management profileNumber of profiles
Profiles4 records
Sociolla funding detail
Funding detailFunding overview
Funding rounds8 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sociolla M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sociolla
What does Sociolla do?
Sociolla operates an omnichannel beauty and personal care retail platform that sells a curated portfolio of international, Korean, and local beauty brands through its proprietary e-commerce website, the SOCO mobile app, and a network of 150 physical stores across Indonesia and Vietnam. Its offerings span skincare, makeup, and adjacent personal care categories including a newly added maternal and baby line, supported by immersive K-Beauty brand activations.
Is Sociolla a public or private company?
Sociolla is a private company. It is classified as private equity controlled and is currently operating.
When was Sociolla founded?
Sociolla was founded in 2014. It employs 101 to 250 people.
Where is Sociolla based?
Sociolla is headquartered in Jakarta, Indonesia, in the Asia region.
How does Sociolla make money?
Four revenue lines are on record. Beauty and Personal Care Product Sales are the primary driver. The others are marketplace Commission, event and Promotional Revenue and maternal and Baby Market Expansion.
Who are Sociolla's main competitors?
Broad incumbents on record are Ulta Beauty, Guardian (Hong Kong / SEA) and Watsons Asia. Direct peers are Nykaa and Sephora. Emerging players are Althea Korea and Sociolla's Shopee storefront category leaders (e.g., beauty aggregators on Shopee). Others are Zilingo (historical SEA marketplace) and Mintel / beauty CPG brand owners (e.g., LG Household & Health Care). Sasa (Malaysia / SEA) is listed as a regional player.
Does Sociolla have an API?
No public API is recorded for Sociolla.
What industry is Sociolla in?
Sociolla's product category is Beauty and Personal Care Retail. Its primary akta.pro industry code is CRAFAEAB, Beauty & Personal Care Omnichannel, with a secondary code of CRAFADAC, Beauty & Personal Care Online Retailers. Its NAICS code is 456120.