F-Beauty’s Big Moment: Breakthrough Brands and Top Products That Made A Difference

Shopping the Filipino beauty scene has never been more exciting. Ten years ago, you would be pressed to find a lipstick shade that would suit your skin tone or an eyeliner that would last all day—let alone products for a complete Filipino makeup routine. Now, we’ve become spoiled for choice with the number of products local beauty brands have been coming out with.

Both brick-and-mortar stores and the e-commerce space have become saturated with F-beauty, making us shoppers feel truly catered to when it comes to uniquely Filipino pain points. This new diverse landscape of local beauty brands has been exhilarating to navigate, and we at The Beauty Edit want to acknowledge the world-class brands and innovations that fill this space. 

THE WINNERS

Sunnies Face

When Sunnies Face launched in 2018, Filipino shoppers realized that we, too, can have hard-working products in chic, aesthetically pleasing packaging like the likes of Glossier or Rose Inc. With its focus on creating covetable formulas, wide shade ranges that suit Asian skin tones, and inexpensive price points, it’s no wonder that the brand has piqued the interest of the global audience. In fact, celebrity makeup artist Pati Dubroff has used the Sunnies Face Fluffbalm on Margot Robbie for Vogue Australia’s Barbie Party. 

One of the products we highly recommend from the brand is the Sunnies Face Airblush. It has a unique cream-to-powder formula that comes in 12 flattering shades. We love how it blurs our skin while also lasting all day long.

Fresh Formula

Colourette’s sister brand Fresh Formula shifted its focus at the start of this year to perfecting the art of underarm care. Indeed, Fresh Formula has been listening to and addressing Filipinos’ common underarm concerns: dark marks, body odor, uneven texture, and dryness. Their three-product range is everything you need to help get the underarms of your dreams.

The Fresh Formula Sgt. at Arms Brightening & Exfoliating Serum helps brighten and smoothen the underarms as it contains nourishing ingredients like niacinamide, alpha arbutin, and natural AHAs. You can also use the serum on your nape and inner thighs. 

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Pili Ani 

Pili Ani has mastered the art of harnessing nature’s power and distilling it into skincare. Its products feature pili and elemi oils, which have a high concentration of vitamin E and are known for their rejuvenating power. The brand is also devoted to the education of farmers and teaching them safe harvesting methods that won’t harm the pili trees and their habitats. 

The Pili Ani Self-Care Night Recovery Oil is one of the brand’s best-selling products. It’s formulated with the highest concentration of pili oil to maximize the skin’s recovery during sleep. You can expect clear, dewy, and glowing skin the moment you wake up.

The Pili Ani Lip Butter is a staple in our makeup bags. It moisturizes and heals dry, chapped lips, and we also love how it comes in seven flattering shades.

Colourette 

Colourette is one of those staple brands that everyone has at least one of its products. The brand specializes in multi-use makeup, and it’s evident when you see the incredibly vast shade range it’s come out with for its Colourtints—a blendable tint that can be used on the eyes, lips, and cheeks. Its biggest inspiration? Filipino beauty. Colourette’s marketing always features diverse models with varying skin tones, showing off the universality of the brand’s products.

Our favorites: The Colourette Colourbounce, a jelly-to-powder blush that delivers a natural glow. It comes in three finishes: matte, shimmer, and glitter; there’s a finish for any makeup look you decide to create. Another is the Colourette First Base Everyday Skin Tint, the brand’s first foray into base makeup, which hits all the marks. It has a lightweight, demi-matte formula and lightweight feel, making it perfect for everyday wear. 

Hyaloo

Hyaloo is a no-frills brand that highlights the superstar ingredient found throughout all its products: hyaluronic acid. With its products made in Korea, Hyaloo makes use of K-beauty innovations and adapts them to the Filipino palate. Its lightweight, hydrating formulas are perfect for oily skin and humid weather.

The Hyaloo Aqua Plus Deep Hydrating Gel is a non-sticky face and body moisturizer that delivers four types of hyaluronic acid and ceramides to the skin. Its weightless gel formula makes it perfect for even the hottest summer days.

Ever Bilena and Ever Organics

When it comes to Filipino makeup, Ever Bilena has a rich history in the beauty sphere. Over its 40-year history, it’s gone from a nail polish wholesaler to an umbrella company that has expanded into many different brands. Ever Bilena itself is a staple brand that you’ll see in any drugstore you visit, and you’ll most likely find a couple of its products in the collections of makeup-loving Filipinos.

The winners on our list: The Ever Bilena Pillow Pop Liquid Blush, a pigmented blush infused with hyaluronic acid and vitamin E to help nourish the face and comes in four shades that blend seamlessly into the skin and won’t disturb any makeup under it; and the Ever Bilena Plus Serum Tinted Lip Oil, a hybrid product that deeply hydrates the lips while also imparting a lasting, pigmented stain. We love using it as a lip topper, too.

Ever Organics is just one of the brands under Ever Bilena’s belt, and we’re obsessed with its Serum Sheet Mask Jeju Ice Aloe. It nourishes the skin while also delivering a refreshing, cooling effect. It’s ideal for calming down redness and acne. 

OTG 

OTG Easy Beauty launched with the goal of simplifying beauty routines and creating easy-to-use products. Their offerings are made for those who are new to makeup and don’t know where to start, as well as makeup users who are practical and want a minimalist routine. Their products are also made in Korea and feature packaging that lacks wasteful plastic and unnecessary boxes—part of their efforts to lessen consumer waste.

One of our picks includes the OTG Precise Liner Duo, a liquid eyeliner and eraser in one—perfect if you’re just learning how to line your eyes or if you have unsteady hands. The liner itself is waterproof, smudge-proof, and easily glides on the eyelids.

Another is the OTW Eyebrow Stick Duo which has a teardrop-shaped pencil that makes it easy to fill in the brows with natural strokes. It also comes with a spoolie to blend the brows and help give them a more natural-looking gradient. 

OTG has also partnered up with Antepara for their Brightening Heated Eye Mask and Rejuvenating Heated Eye Mask. They help promote circulation around the eyes, relieve visual fatigue, and help them look and feel more rested.

Happy Skin 

Happy Skin is a homegrown brand that sources its ingredients from Japan, Taiwan, and Korea—creating world-class products for its Filipino audience. As its name suggests, Happy Skin aims to create makeup and beauty products that are good for your skin, and it has kept that promise since its launch in 2013.

The Happy Skin Lengthening Serum Mascara is a no-clump mascara that gives your lashes a ton of length. Its formula includes castor and kahai oils, which promote growth and strengthen the lash hairs. It’s also waterproof, smudge-proof, and clump-free.

GRWM Cosmetics

What excites us about GRWM Cosmetics is that it’s unafraid to produce inclusive shade ranges that we’ve yet to see in the Filipino beauty sphere. For instance, the brand has 32 foundation shades, 25 Radiance Tint shades, and it even has 6 Shade Shifters that can adjust its base products to your undertone.

Other than bases, GRWM Cosmetics has also created different products for your beauty regimen. In fact, you could do your whole beauty routine with just GRWM products. The GRWM Matte Fixing Life-Proof Spray not only helps makeup last longer but it’s also formulated with hydrating and calming ingredients to help moisturize and soothe the skin. The GRWM Lip Booze Tinted Sheer Balm is a lip mask and lip balm in one. It has a pigmented formula with a high-shine finish, so you reap the benefits of both a nourishing lip balm and a reflective gloss.

The GRWM Quad Goals Blushes were created to fit the brand’s customizable four-pan palette. The powder blushes come in 10 versatile shades that easily blend on the skin. They’re also formulated with vitamin E, which helps nourish and moisturize the skin.

Hello Glow 

With the rise of clean beauty, skincare brand Hello Glow has stepped up to the plate and created a range of products for each and every skin type and pain point. It has a wide range of products, from moisturizers to serums to sheet masks, and even deodorants. 

Sunflower oil is a potent ingredient that can help brighten dark marks, smooth, and hydrate the skin, and help the skin look more radiant. Hello Glow has harnessed its power with the Hello Glow Sunflower Multiuse Beauty Oil. You can use it as an overall face and body moisturizer to help nourish your skin and improve your skin barrier.

Sun care is super important, especially in the Philippines. That’s why Hello Glow came out with its Sun Care Stick SPF60+ PA++. It’s easy to use, doesn’t feel greasy or oily, helps blur pores, and even acts as a makeup primer. We especially love that it’s stick format makes it convenient to carry, so you can reapply as needed.

Dermtropics

Dermtropics was born out of the dermatology clinic of founder Margaux Arambulo-Lucena’s mother. It started with her mother creating soaps she would give to Margaux and her patients to help address their skin concerns. When Margaux found out the effective ingredient in it was virgin coconut oil, she set about to do her own research and create a line of products with this ingredient at its center.

Dermtropics is also devoted to the environment, and one of the ways it stays environmentally friendly is that it extracts the coconut oil through wet milling, which preserves the oil’s nutrients while ridding it of toxic substances.

Dermtropics’ Raw Coconut Gentle Cleansing Bar is a soap bar that can cleanse the skin and prevent the stripping of natural oils. It can also help nourish and soothe the skin and it has the faint yet refreshing smell of coconut.

First Skincare

If sustainability and ethical shopping are important to you, we recommend you check out First Skincare. The advocacy-driven brand aims to bring awareness to Filipino consumers by providing them with non-toxic, locally produced products that were made in partnership and to help support local calamansi and coconut farmers. 

Pumpkin seed extract, coconut oil, and a refreshing citrus scent are all the things you can find in First Skincare’s Skin Brightening Soap for Her. The gentle soap cleanses and moisturizes the skin while also helping to minimize early signs of aging, such as fine lines and wrinkles.

Spotlight Cosmetics

If you’re into bold, edgy makeup, you’re going to want to try Spotlight Cosmetics. The brand has a wide range of color cosmetics like eyeshadows, blushes, and contour powders. With Spotlight Cosmetics products, the last thing your makeup look will be is boring.

The Spotlight Cosmetics Rising Star Marble Blush adds a pop of color and luminosity to the cheeks. The gorgeous marbled blush is also formulated with vitamin E for a smooth, seamless finish.

Soap brows have been made easy with the Spotlight Cosmetics Brow Soap Pen. The clear wax holds down and shapes your brows without the need for water and the paddle brush makes styling a lot easier. It’s formulated with castor oil and vitamin E to help nourish your brows, too.

Belo SunExpert 

Belo SunExpert makes Dr. Vicki Belo’s skincare expertise more accessible to a wider audience. Because of Belo’s relationship with its audience, the Belo Medical Group is well aware of the struggles and primary issues its consumers have when it comes to their skin. The brand has various lines that address these, including an acne line, a brightening line, a nutraceutical line, and even a sun care line.

The Belo SunExpert Dewy Essence Sunscreen has an SPF of 50 and PA++++ to provide protection against UV rays and sun damage. It’s also formulated with pentavitin to help give the skin up to 72 hours of hydration. 

Blk Cosmetics

In 2017, actress and personality Anne Curtis launched her own cosmetics brand: Blk Cosmetics. Over the years, they’ve created user-friendly, skin-loving makeup—being true to their mission of creating uncomplicated makeup. No matter what your makeup style is, you’ll find something for you with Blk Cosmetics.

Eyeshadow can be one of the most intimidating makeup products, which is why Blk Cosmetics made application easy through their Intense Color Liquid Eyeshadows. The cream-to-powder formula can be easily blended on the eyelids with just your fingers. You can also customize the color by sheering it out or building it up. For everyday shades, we recommend Rust, a red-orange-brown, and Clay, a deep warm brown. 

Careline 

Careline has paved a path for itself as a trendy brand that promotes gender equality and inclusivity. Since 2005, they have been encouraging young people to express themselves and experiment with their looks using their wide array of fun products. It’s also been a thrill to watch this brand evolve with each new generation. 

Careline’s menthol-infused Tinted Mint Balm comes in five sheer shades that can flatter any complexion. They’re formulated with squalene, vitamin E, and shea butter to protect, nourish, and hydrate the lips. 

Issy 

In August, the brand formerly known as Issy & Co. rebranded to just Issy, representing their fresh new perspective and more modern take on Filipino beauty. And with this rebrand comes a host of new products to fulfill its new mission. Indeed, they have put greater importance on creating fun, innovative products that suit modern sensibilities. 

After a long day, we look forward to removing our makeup using the Issy Cleansing Butter. The balm turns into a rich oil that dissolves all our makeup, and it emulsifies into a milky liquid when rinsed away with water. The result is a clean complexion that hasn’t been stripped of its natural moisture.

The Issy True Flex Illuminator is a versatile luminizer that can be worn as a glow-boosting primer, as a mix-in to add radiance to foundation and skin tints, or on top of the cheeks as a standard highlighter. It comes in three shades so you can match them to your skin’s undertone. 

Faboulash 

Lashes aren’t really an essential part of everyone’s makeup routines, but they can actually make a huge difference to a look. What’s essential, though, is knowing the right lash for your eye shape.

Enter Faboulash: a brand that specializes in false lashes that suit Filipino eye shapes. Founder and makeup artist Mikka Marcaida wanted to give consumers a brand that not only catered to their unique features but also provided them with accessible price points.

The Faboulash Singles come in a wide range of eyelash shapes—so much that it’ll be impossible not to find a style you’ll love. The band also feels soft against the lash line, making it easy and effortless to apply.

LivClean 

To us, beauty means also having a healthy and clean space in which we spend our off days, in the moments before we’re ready to go out in the world. That’s why we want to talk about LivClean, a brand focused on creating household cleaning products using local, biodegradable, and non-toxic ingredients. The brand’s mission is to provide Filipinos with products that aren’t just good for them, but also for the environment.

The LivClean Multi-Purpose Powder Cleanser is an effective cleanser that can get rid of dirt and stains while still being gentle on the hands. You can use it to clean pots and pans, your microwave, and even your toilet. 

The LivClean Cleaning Vinegar with Calamansi can help remove mold, mildew, and stains, and it can help eliminate unwanted odors. All you need to do is spritz it on the area you want to clean and allow it to work its magic.

Clocheflame 

Clocheflame’s goal as a beauty brand is to empower women through beauty with affordable price points and easy-to-use products, and we can definitely say they’ve surpassed these goals. The brand has come out with multi-use products in chic packaging that anyone would be proud to have in their makeup collections.

The Clocheflame Dream Filter is a talc-free powder that gives the skin a soft-focus finish. It’s non-comedogenic and is also formulated with smoothing grapeseed oil. And if you run out, you can easily buy a refill for the compact.

The Clocheflame All Around Flush in Deco is a dusky brick tint that can be used on the lips, eyes, and cheeks. It’s formulated with mango butter, hydrolyzed collagen, and shea butter to nourish your skin and lips.

The Clocheflame Lip Muse in Bellini is a peachy salmon lipstick that moisturizes the lips and nourishes them with hyaluronic acid, vitamin E, jojoba, grapeseed, and mango seed oils. It also contains titanium dioxide to help protect the lips from UV rays.

Soak Artisan 

Soak Artisan can be described as a hobby-turned-business, with creativity at the forefront. While they started with soaps, the brand has expanded to bath bombs, essential oils, and fragrances. We love the wide range of scents to choose from—making a quick shower feel like a luxurious experience.

The Soak Artisan Poison Berry Bubble Bath, a true favorite of ours, smells like freshly picked berries drizzled with creamy vanilla. When you use this decadent bubble bath, you’ll find that you won’t want to leave the tub for hours.

Posh Nails

Posh Nails prides itself on the natural, local nail care it offers the Filipinos. With over 33 branches all over the Philippines, Posh Nails aims to pamper Filipinos with its luxurious treatments. Posh Nails also has an official retail arm: Posh Daily, where you can find nail polishes and skincare products.

The Posh Nails Hands-On Sun Cream Sun Protect Cream was made to nourish the most hardworking yet neglected parts of our bodies: our hands. It’s formulated with niacinamide, fruit extracts, glycerine, and sodium hyaluronate to help nourish the skin of the hands. It also provides them with broad-spectrum protection.

The Posh Nails Nail Polishes are natural, pigmented polishes that will help you express your creativity without damaging your nails. We love the shades Cocoa, Better Latte Than Never, and Sunset Sail.

Parlon 

When it comes to beauty treatment deals, we turn to Parlon. The homegrown online service has partnered with a number of salons and clinics to provide you with the best discounts for services like haircuts, massages, dye jobs, lash extensions, and more. In fact, a P500 voucher from Parlon is enough for a Manicure + Pedicure + Foot Spa at Uncommon Salon or Eyebrow Shaping + Upper Lip Threading + Underarms Cold Wax at Waxocado. 

Pure Culture 

Pure Culture prides itself in its holistic approach to beauty and health. Their products focus on the care of the skin’s microbiome, which informs the health of your skin. The ingredients in their skincare are ethically and sustainably sourced, and so are the materials in the packaging they use. In fact, they have an entire code they abide by when it comes to producing their products, and this includes their philosophies on ingredient transparency, supplier vetting, and giving back to the community.

The Pure Culture Dream Drops Universal Hydro-Oil is packed with skin-loving ingredients and antioxidants to hydrate the skin and prevent premature aging. It also helps protect the skin from environmental stressors that can wreak havoc on it.

RUNNERS-UP

Ysra

In May, makeup artist Ysra Guarino launched her namesake brand Ysra Cosmetics, and its product line includes all the basics you’ll ever need. The vegan and cruelty-free formulas that come in user-friendly formats have made indulging in makeup both fuss- and guilt-free.

Shop Ysra Cosmetics on Lazada.

Strokes Beauty Lab

Strokes Eye Beauty Studio was just the start of Momoi Supe’s foray into the beauty industry. Realizing that he wanted to bring his artistry to the homes of beauty enthusiasts from around the world, he created Strokes Beauty Lab, the retail arm of his brand. While the brand started with eyebrow products, Strokes Beauty has expanded its line to include products for the eyes, lips, and face.  

Shop Strokes Beauty Lab on Lazada.

Sekaya

Filipino natural food brand Sekaya stands for Sentro ng Pangkatutubong Yaman, and with this in mind, they are determined to bring the Philippines to the forefront of the global science-backed natural food market. They specialize in products like teas and supplements, with each benefiting aspects of the body like digestion, sleep, and skin health to name a few.

Shop Sekaya on Lazada.

For Keeps

For Keeps brings Filipinos clean beauty that’s safe for both you and the environment, making sure that you can go about your everyday routine without worrying about harmful chemicals. Their mindfully created body washes, soaps, lotions, and hair care are nourishing and effective, minus toxic ingredients.

Shop For Keeps on Lazada.

Skin Poem

Skin Poem’s line of skincare products was created to help address eczema and atopic dermatitis. Chin Simpson, Skin Poem’s founder, is also a lover of poetry and a believer in affirmations. A quick browse through Skin Poem’s Instagram account can confirm this, with lyrical verses that artistically describe each product.

Shop Skin Poem on Lazada.

Zen Zest

Scents can influence how you feel, which is why we’re putting a spotlight on Zen Zest. The brand specializes in fragrances, and they’ve created so many humidifier scents, room sprays, and colognes that we know you’ll find something you’ll love from them.

Shop Zen Zest on Lazada.

Zenutrients

From bottling and selling coconut oil to expanding to different products, Zenutrients harnesses the power of nature to create sustainable, ethical, and uniquely Filipino hair and body care products. We especially love their Gugo Strengthening Shampoo and Conditioner, which helps address thinning hair and hair fall.

Shop Zenutrients on Lazada.

Habitude

While Habitude’s skincare line features only three products, it’s evident that this is very intentional when you know that each one can do a number of things for the skin. Its products are also made locally and are cruelty-free and eco-friendly, so you can be proud of your skincare habit.

Shop Habitude in Lazada.

Céleteque

Céleteque DermoScience is one of those brands that everyone knows—whether its products were one’s first skincare products or because the tried-and-tested brand remains a staple in one’s skincare routine. The science-backed brand has different lines to address any skin concern, making it a versatile brand that caters to all.

Shop Céleteque DermoScience on Lazada.

Equiva

Having sensitive skin can be a huge hassle, so that’s why we wanted to put a spotlight on Equiva. Their products were created with sensitive skin in mind and were mindfully formulated to ensure safety and efficacy for this skin type. 

Shop Equiva on Lazada.

LEV

Nothing can elevate a space more than lighting a special candle. That’s why LEV not only carefully curates its fragrances, but also makes sure it comes in chic packaging that can go in any room. 

Shop LEV on Instagram.

Doc Chandler

The Doctor Chandler specializes in candles and self-care essentials that smell absolutely divine. Every aspect of their scent profiles was evaluated and labeled to make it easier for consumers to shop for fragrances they know they love. They are also known for duping well-known fragrances like Jo Malone’s Peony Blush and Suede, Replica’s Jazz Club, and Le Labo’s Santal 33.

Shop Doc Chandler on Instagram.

VMV

VMV Hypoallergenics is known for its safe, effective skin. body, and hair care. They are also the first brand to have a hypoallergenic grading system that informs consumers of the products’ hypoallergenicity—perfect if you have sensitive skin and suffer from allergic reactions.

Shop VMV Hypoallergenics on Lazada.

Simoy ng Haraya

Simoy ng Haraya’s products include candles, reed diffusers, perfumes, and room sprays that were inspired by uniquely Filipino scents. Their products are made in small batches and come in refillable glass bottles—their own efforts to remain ethical and sustainable.

Shop Simoy ng Haraya on Lazada.

Human Nature

Human Nature is devoted to creating natural products that are safe, effective, and affordable. Their line doesn’t just include the usual skin, body, and hair products, but also items for oral care, feminine care, baby care, and even pet care. With each product it releases, the brand proves that there’s always a safe and natural alternative to anything you use.

Shop Human Nature on Lazada.

Routine by Zappp

Zappp is a well-known aesthetic clinic that specializes in addressing unwanted body hair, zits, pigmentation, and more, and now you can replicate after-facial skin with their 6-step skincare regimen, aptly named Routine. It has everything you need for your daily and nightly routine, including sunscreen.

Shop Routine Skincare at Zappp Clinics nationwide.

Chu Chü Beauty

If there’s one thing that Chu Chü Beauty does right, it’s super cute makeup that’s also formulated amazingly. The K-beauty-inspired brand has launched a number of different color cosmetics, and they all look good enough to eat. 

Shop Chu Chü Beauty on Lazada.