When the three co-founders of Social Bella Indonesia—Sociolla, for short—sat down to discuss what kind of a startup they would build, the country was in the throes of an e-commerce boom. Venture capital money flowed to whoever was working on one. It was an easy decision to make. And so Sociolla, a beauty-focussed e-commerce platform, was founded in 2015.
While Sociolla’s beginnings may be as run-of-the-mill as they come, the decisions regarding the company’s branding and its marketing approach have all been contrarian.
At a time when e-commerce companies focussed on growth at the expense of cash, Sociolla made the conscious decision to slow down and invest in its brand.