Beautycon 2024: Highlights, spotted celebs, top brands from the beauty event of the year

MANILA, Philippines — When was the last time you immersed yourself in a beauty universe? Filipino beauty enthusiasts in Metro Manila sure had theirs last month, and they’re still buzzing with excitement.

For the first time ever, SM Beauty, Watsons and LOOK At Me got together to power Beautycon 2024, a free-entrance beauty and lifestyle event held from March 20 to 23 at SMX Manila Halls 1 and 2.

With nearly 30,000 attendees, the Beautycon was a hotspot for beauty aficionados, including top-tier celebrities and influencers in the country.

Members of Watsons Club, SMAC and LOOK At Me got first dibs on goodies and exclusive perks, making everyone felt like a VIP.

Over 130 top beauty and personal care brands gathered under one roof, offering everything from cosmetics to fragrances, skin care to hair care. There was even a dedicated men’s zone filled with essential hygiene products, proving that beauty knows no gender.

Attendees experienced a showcase of established favorites and emerging trends among beauty brands. Filipino beauty names such as Issy Cosmetics, BLK Cosmetics, GRWM Cosmetics and Vice Cosmetics served local ingenuity with pride.

Of course, premium brands were there, too, thanks to LOOK! Shiseido, Lancôme, Laura Mercier and HUDA Beauty nicely added an extra touch of luxury to the Beautycon.

Also present were Asian cult favorites like Hada Labo, Rom&nd and Laneige, bringing their innovative offerings.

Speaking of innovation, the Beautycon also featured the latest in personal care and beauty gadgets, such as Colgate Optic White Purple Toothpaste, which beauty content creator Jaz Reyes demoed on stage.

“Aside from getting a good cleanser and moisturizer, you should take care of your teeth as part of your daily beauty regimen. Colgate has this new technology that can really lighten your teeth and help you release that beautiful smile in just a couple of days. Try that out!” she shared in an exclusive interview with Philstar.com.

Watsons endorser Kaladkaren mesmerized everyone during her quick talk-show segment, where attendees gamely shared their own beauty tips and experience.

“I like the Watsons personal-care brand kasi affordable siya. Maraming high-quali