When it comes to Filipino beauty, the spotlight often shines on familiar favorites like Happy Skin, Sunnies Face, and blk cosmetics. These brands are known trailblazers, establishing a local beauty identity that blends practical innovations with playful aesthetics. But F-Beauty is more than just these big names. Beneath the surface lies a growing movement of independent and under-the-radar beauty brands from various regions of the Philippines — from Luzon to Mindanao — waiting for their moment to shine.
It’s this burgeoning potential that has prompted the Department of Trade and Industry (DTI) to strengthen the government’s support for the country’s billion-peso beauty industry, projected to reach $4.7 billion by 2026. In August, the said agency hosted the inaugural “DTI Beauty Fair” at SM Megamall, showcasing over 40 micro, small, and medium enterprises (MSMEs) in the beauty sector. Poised to be a yearly endeavor, this fair aims to help small, independent players — especially those from the provinces — connect with a broader audience, says DTI Secretary Cristina Aldeguer-Roque.
It’s not just about domestic growth, too. Sec. Roque highlights the growing interest in Filipino-made products in the international scene, with key export markets such as the Middle East, the United States, and Europe showing significant demand. Fun fact: Brands like Kojie San and Silka Papaya, for example, are already making waves globally, with the former being coveted as a premium skincare brand in Indonesia.
Key Trends Shaping F-Beauty: Local Love, Sustainability & Girl Power
While some established brands may be looking to foreign markets for inspiration, many rising beauty MSMEs are focused on staying true to their roots. They’re championing the use of local ingredients that reflect the country’s natural richness — from time-honored staples like aloe vera and coconut oil to more recent favorites such as pili oil (popularized by globally-lauded brand Pili Ani) and the Philippine green caviar (a signature ingredient in Pure Culture’s skincare line).
But it’s not just about using these homegrown ingredients as their selling point. Many of these brands are committed to sustainability, working closely with Filipino farmers and artisans to create high-quality and eco-conscious formulas. This approach doesn’t just promote environmental preservation; it also uplifts local communities, providing livelihood opportunities while aligning with the rising demand for clean beauty and ethical production practices.
And there’s more to celebrate: According to Sec. Roque, over 95% of businesses in the country are MSMEs and around 60% of these are women-led. This makes F-Beauty not only a thriving business sector but also a powerful avenue for female entrepreneurship. As we’ve seen recently, the industry is being driven by women who are breaking barriers, fostering innovation, and proving that beauty can be both empowering and socially responsible.
Off the Radar: Discovering Hidden F-Beauty Gems
From artisanal balms crafted in small batches to nature-powered bar soaps and serums from remote regions, here are some proudly Pinoy beauty products and brands quietly making their way to the forefront — ready to showcase Filipino ingenuity and creativity.
Beetanicals Propolis Zit Stick
P100, Lazada
Tinted Glow Balm in Bee-Stung
P215, Lazada
Lime Tree Farm has been producing a wide range of products made with natural ingredients, such as lime and coconut, since 2018. In the beauty sphere, the Laguna-based enterprise is making a name with its Beetanicals line featuring propolis-infused formulas. Derived from bees, propolis is known for its antimicrobial and healing properties.
Curious finds: Try their Propolis Zit Stick (also formulated with tea tree oil and activated coconut charcoal) to quickly calm and soothe pesky pimples, or swipe on glow-y color on your cheeks, lips, and lids with the Tinted Glow Balm, a multitasking balm enriched with coconut oil to condition skin as it colors. Get the Bee-Stung shade (a fresh red) for a just-bitten flush!
Oryspa Rice Bran Chili Oil
P395, Oryspa
Oryspa Rice Bran Chili Oil, P395 (Calamba, Laguna)
Oryspa specializes in crafting natural skincare products powered by rice bran, locally known as “darak” — a byproduct of rice production — proven to cleanse, soften, moisturize, and brighten skin. Its founder, Sherill Quintana, stumbled upon this miracle ingredient by accident, leading her to establish Oryspa in 2010.
Now, her company caters to direct consumers with a wide range of skincare and aromatherapy products, and supplies to numerous spas across the Philippines and internationally.
Curious find: Relax with chili-powered pampering courtesy of the Oryspa Rice Bran Chili Oil, formulated to help with back pains, muscle cramps, arthritis, headache, and even insect bites.
Diwatang Maria Makiling Papaya Kojic Soap
P195, Diwatang Maria
Diwatang Maria Cacao Soap
P195, Diwatang Maria
Diwatang Maria Sinukuan Soap
P195, Diwatang Maria
Social entrepreneur Maria Concepcion Makalintal founded Diwatang Maria in 2018 — a brand specializing in organic soaps made with locally sourced ingredients like coconut oil, aloe vera, papaya, and oatmeal. Her experiences abroad prompted her to create proudly Filipino products with a global appeal. To ensure their products are safe and gentle, the brand uses the cold-pressed method, preserving the unique vitamins of the natural ingredients.
Curious finds: Choose your “diwata” or skin-caring fairy among their three bestsellers, all made with a base of pure virgin coconut oil and aloe vera: Makiling combines kojic and papaya to cleanse and brighten, Cacao soothes and moisturizes with oatmeal and shea butter, while Sinukuan uses a blend of oatmeal, papaya, kojic, and glutathione to boost skin’s glow.
Sibol Anti Hair Fall Starter Kit (Box set of 3)
P699, Lazada
Sibol Hair Darkening Shampoo Bar
P225, Lazada
A DTI-endorsed brand for the Go Lokal! Program (a market access platform for emerging export-quality products), Sibol Organic Hair Care offers all-natural, vegan-friendly, and eco-conscious hair care. Keen to provide chemical-free solutions to common hair issues like hair fall, dandruff, and graying, this guilt-free line heroes local botanical ingredients, such as gugo, aloe vera, hibiscus, and coconut oil. Aside from shipping to international destinations through SM Kultura, Sibol also debuted in the Japanese market in 2023.
Curious finds: This buzz-worthy brand is known for their shampoo bars, particularly the Anti Hair Fall Shampoo Bar made with gugo, rosemary, and lavender extracts (also comes in a set that includes a conditioner bar and hair oil), and the Hair Darkening Shampoo Bar, which prolongs your hair color’s gray coverage so you don’t have to dye often. More to love: One bar is good for up to 60 washes!
Bioskin Coco Body Cooling Recovery Set in Relaxing Lavender and Invigorating Peppermint
P350 per set, Shopee
With over 20 years of experience in the industry, Davao’s Bioskin Philippines prides itself as a plant-based skincare company and manufacturer, offering their own line of tropically-made formulas while also helping businesses manufacture bespoke products. Their BioSkin Coco line spotlights — you guessed it — virgin coconut oil, infusing it in face serums, bar soaps, lip tints, and even pain relief solutions.
Curious finds: Unwind guiltlessly with their Body Cooling Recovery Set, each containing a trio of VCO-powered formulas so they’re ultra-nourishing for skin: a gel, rub, and oil. Fall into restful slumber with the Relaxing Lavender variant, or pamper sore and strained muscles with Invigorating Peppermint.
The Tropical Shop Natural Virgin Coconut Tanning Oil
P449.75, The Tropical Shop
Natural Calamansi Body Butter
P249.75, The Tropical Shop
Born out of a local F&B company’s mission to embrace zero-waste management, The Tropical Shop transforms unused herb and fruit extracts from food production into natural personal care products. Their handcrafted line includes oils, colognes, lip balms, and body butters — each product infused with up to 40% plant-based extracts, minimizing the need for synthetic additives.
Curious finds: In a tropical paradise like the Philippines, it’s no surprise their Natural Virgin Coconut Tanning Oil stands out, delivering deep hydration while helping you achieve a sun-kissed glow. Looking for a refreshing treat? The Calamansi Body Butter offers a zesty twist with local lime extracts, known for their mild exfoliating and brightening benefits.
Clearly, the Filipino beauty industry is undergoing an exciting transformation. With growing support from the DTI and a vibrant network of MSMEs, there’s no better time to celebrate the richness and potential of F-Beauty. As these homegrown brands continue to innovate and grow, they’re carving out their rightful place not just locally but also on the global beauty stage — and we can’t wait to see what happens next.
