Omnichannel Retail Indonesia has carried out a comprehensive transformation starting 1 April 2022 with Self Inc Retail Indonesia (The Self Inc) as its new name. The trademarked name Sistersel was also changed to The Self Inc. The transformation was carried out to mark the company's vision to become the leading O2O company in Indonesia. This is marked by the opening of The Self Inc outlet at Pondok Indah Mall 2 on 24 June.

Carrying the concept of "beauty library", The Self Inc markets more than 130 popular local and foreign brands, such as Whitelab, Luxcrime, Npure, Azarine, Scarlet and Holika Holika. The company is also implementing artificial intelligence (AI) technology and will soon enter the metaverse to catch up with the development of retail shopping in the future.

“Improving the company's business and enhancing customers’ shopping experience are the main focus of The Self Inc. We took the name The Self Inc because at first glance, this name sounds like 'shelving' which means a cupboard, as a place that can accommodate many items, because our store has a multi-brand concept. Self also means ourself, showing that skincare and fashion are personal. This reflects the variety of fashion and beauty products as well as the AI ​​and metaverse technology that we present to meet the different needs of our customers," said The Self Inc CEO Bruno Hasson.

Carrying the concept of "beauty from A to Z", The Self Inc offers a series of women's needs for fashion, cosmetics and skin care with the concept of "beauty library", bringing more than 130 local and international brands, including Brunbrun Paris who entered the body care and skin care market with the 7 Plants Extracts and body and shower serum series.

The company offers an AI-based skin condition analysis engine using technology developed by Allure. There are also AI skin analysers, AI product & service recommendations, Skin Diary which can measure the development of the user's skin condition in the form of personal notes and AR Make-up TryOn which makes it easy for buyers to try various styles of makeup in augmented reality. The technology presented in each outlet of The Self Inc aims to provide the right and affordable product recommendations for every customer.

The Self Inc Retail Indonesia Chief Retail Officer Shella Huliselan acknowledged that the transformation and development of The Self Inc's services was driven by the development of the beauty industry in Indonesia, which rose 9.61% in 2021. This makes Indonesia a very promising market. "This is why we continue to innovate and present more than 130 local and international brands to our customers," said Huliselan.

The Self Inc will also open dozens of new outlets in several cities in Indonesia. The company targets 44 physical outlets by 2022, both in big and small cities, such as Jakarta, Bandung, Surabaya and Makassar.

In addition, The Self Inc will launch its metaverse in the first quarter of 2023. The company’s metaverse will provide a new experience for customers, where they will enjoy immersive virtual shopping with a 180-degree angle advantage.