Filipino beauty brands on the rise globally – expert

MANILA, Philippines — Thanks partly to K-pop and Korean beauty, Filipinos have been yearning to have their own “Fil-beauty” brands out into the world, Jared Ernest De Guzman, Customer Director, Marketing, for health, beauty and wellness store chain Watsons Philippines, told Philstar.com in an interview.

“If you look at the segmentation within skincare, Korean and Asian skin – so Japanese, Thai, Taiwanese, and even our local Filipino brands – are really booming,” De Guzman told Philstar.com and other media outlets at last month’s Watsons SM Mall of Asia main mall store re-opening.

“It’s really the influence probably also of Koreans in terms of their love of their own local skincare, nahawa rin s’ya rito.”

True to De Guzman’s observation, the Philippines’ leading light for the beauty industry, the Chamber of Cosmetics Industry of the Philippines (CCIP), recently had a powerful presence at the recently concluded Cosmoprof CBE ASEAN 2024 held in Bangkok, Thailand.

The Queen Sirikit National Convention Center buzzed with activity as exhibitors and buyers from across Southeast Asia and the world gathered to witness the latest trends and innovations in the world of beauty.

The CCIP sent a delegation in collaboration with Informa Markets, the event organizer. This strategic partnership aimed to forge new business opportunities and bring cutting-edge advancements back to the Philippine beauty market. By actively engaging with international counterparts and staying abreast of global trends, the CCIP aims to pave the way for a brighter future for Philippine cosmetics.

For those who want to start their own Fil-beauty journey, here are some of the most-coveted local brands to discover, alongside some of their latest offerings:

A post shared by Vice Cosmetics (@vicecosmeticsph)

Vice Cosmetics has been a record-breaking and leading name in the local beauty industry for seven years now. Known for its commitment to inclusivity and diversity, the brand offers a wide range of accessible, high performance products that empower individuals to express their authentic beauty, and has become a trusted ally for beauty enthusiasts — no matter their gender, age, color, and shape.

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