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Executive Column: Sociolla looks to bring more local cosmetics brands international
Sociolla aims to boost the local cosmetics and personal care industry’s competitiveness while simultaneously expanding its business in the booming Southeast Asian market.
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Social Bella CEO Christopher Madiam poses in an undated picture with the company's Sociolla brand logo. (Social Bella)
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evenue generated from the beauty and personal products market in ASEAN is projected to reach US$38.87 billion in 2028, increasing by 17.7 percent from the $33.01 billion estimated in 2023, according to data provided by Statista.
PT Social Bella, the operator of beauty e-commerce and retailer Sociolla, aims to boost the local cosmetics and personal care industry’s competitiveness while simultaneously expanding its business in the booming Southeast Asian market.
Social Bella CEO Christopher Madiam spoke to The Jakarta Post’s Divya Karyza about the company’s business strategy and local beauty brands' prospects for overseas expansion.
Question: Do you see any significant export potential from local cosmetics and personal care products?
Answer: Absolutely. The potential is enormous and not only to Southeast Asia but also beyond the region. Local brands are tested in Indonesia, a huge and diverse market. If they can scale up in Indonesia, they could thrive in other countries as long as the demographics are similar.
Hundreds of local brands are developing alongside our platforms. Based on the information we gather, we can observe consumer behavior. When we want to export these brands overseas, we have the insights according to the demographics.
Now, we are expanding to Vietnam because we have our operations set up there. But we also look forward to exporting some brands to other countries.
