Sociolla expands omnichannel footprint to Papua with first Sorong store

Sociolla has opened its first omnichannel store in Sorong, marking a strategic step in expanding access to beauty and personal care products across Eastern Indonesia.

Officially launched on 23 January 2026, the new store is located on the ground floor of Paragon Square, Sorong. The opening underscores Sociolla’s broader ambition to reach consumers in non-metro cities, while maintaining its commitment to offering safe and 100% BPOM-registered beauty products.

Sorong has emerged as one of Papua’s most active beauty markets, driven by rising interest in skincare, fragrance, and personal care. In 2025, the city ranked fifth among Eastern Indonesian markets - alongside Jayapura, Ambon, Ternate, and Mimika - and contributed meaningfully to Sociolla’s overall sales performance. This momentum prompted the retailer to prioritise Sorong as a key entry point for strengthening its presence in Papua.

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The 160-square-metre store is fully integrated with Sociolla’s SOCO application, allowing customers to access product reviews, detailed information, and real-time stock availability, as well as Click & Collect services. In-store beauty advisors provide personalised consultations, combining digital tools with human expertise to guide purchasing decisions.

“The opening of our first Sociolla store in Sorong is part of our vision to expand access to safe and trusted beauty products throughout Eastern Indonesia. We see strong potential in Sorong and Papua, supported by a rapidly growing community of beauty enthusiasts. Through this presence, we aim to deliver a more accessible shopping experience while contributing to the growth of the local beauty ecosystem,” said Christopher Madiam, co-founder and CEO of Social Bella.

The Sorong outlet carries more than 3,500 products from hundreds of local and international brands, including Skintific, HMNS, Skin1004, COSRX, and ESQA. Internal data from Sociolla shows that fragrance is now the second-largest purchase category in Eastern Indonesia after skincare. Responding to this demand, the Sorong store positions itself as a fragrance destination, offering what the company describes as the most comprehensive selection of local perfumes in the city.

Beyond retail, the store is also expected to play a role in local community development by creating employment opportunities and supporting local talent, aligning with Sociolla’s broader social and sustainability agenda.

With the Sorong opening, Sociolla now operates 150 omnichannel stores across more than 60 cities nationwide. The retailer continues to expand its physical footprint alongside its digital ecosystem as it seeks to build a more inclusive and sustainable beauty market across Indonesia.

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