Sociolla's 'Love Local 2026' campaign celebrates and supports Indonesian beauty brands

Sociolla is reigniting its "Love Local 2026" campaign, themed "100% Cantik Indonesia," to celebrate the nation's burgeoning local beauty industry. Running from July 16 to September 19, the initiative coincides with Indonesia's 81st Independence Day and aims to foster national pride while encouraging consumers to embrace products made in Indonesia. This campaign underscores Sociolla's long-term commitment to nurturing local beauty brands.

Since its inception in 2021, "Love Local" has been more than a seasonal event; it represents Sociolla's dedication to supporting local brands through an integrated omnichannel ecosystem. This support extends across marketing, compelling storytelling, enhanced shopping experiences, and cross-platform promotions designed to increase the visibility and reach of Indonesian beauty businesses.

The Indonesian beauty market is experiencing significant growth, not just in quantity but also in the quality and innovation of local products. Within Sociolla's ecosystem, local brands now constitute 55% of available products, featuring over 180 brands and more than 6,000 active stock-keeping units (SKUs) as of June 2026. This demonstrates a strong consumer preference and market acceptance for domestic beauty offerings.

Chrisanti Indiana, Co-founder and Chief Marketing Officer of Social Bella, highlighted the campaign's significance as a moment to reflect on the beauty industry's progress. "Through Love Local, we want to celebrate this journey and reinforce Sociolla's long-term commitment to being a growth partner for local brands," she stated. Indiana emphasized that sustained support through omnichannel strategies and storytelling is crucial for the continuous development of these brands.

This year's campaign particularly highlights the relevance of local products to Indonesian consumers. Makeup, fragrance, and skincare are the most sought-after categories. Notably, fragrance products are almost exclusively from local brands (99%), indicating a strong consumer affinity for Indonesian perfumes. The skincare market is evolving towards functional products, with a growing demand for items that improve skin barriers, offer UV protection, and treat acne, showcasing the adaptability and innovation of local brands in meeting specific consumer needs.