It had all the makings of a standard expo: samples on display, branded tote bags, product demos every few steps. But Cosmobeauté Philippines provided more than a walkthrough of what’s trending in beauty. It pulled back the curtain on how the industry actually runs—and how it’s beginning to thrive on home soil.
Launched in Malaysia in 2005, Cosmobeauté has since expanded to Vietnam, Indonesia, and now, the Philippines. Held in partnership with the Chamber of Cosmetics Industry of the Philippines (CCIP), Cosmobeauté Philippines, the local edition of Southeast Asia’s longest-running beauty trade show and the country’s premier B2B beauty trade show, brought together hundreds of exhibitors, entrepreneurs, industry professionals, and curious beauty lovers. But this wasn’t just another expo or sales-driven exhibit, but a turning point for a fast-growing, increasingly ambitious Philippine beauty industry.
More Than Just a Trade Show
Unlike consumer expos that merely revolve around product demonstrations and free samples, Cosmobeauté offered something much rarer: access. For local beauty entrepreneurs, especially those still in the early stages, it’s a rare chance to meet with global suppliers face-to-face, compare product samples, and negotiate deals in real-time—an experience that’s difficult to replicate online. It’s where aspirations of launching a serum line or salon brand move from concept to concrete steps, laying a practical foundation for making tangible opportunities happen.
That kind of access isn’t just a convenience; it remains important here in Southeast Asia, where shoppers still largely prefer to buy things in person. Even with e-commerce booming, a study shows that a staggering 80 percent of fast-moving consumer goods (FMCGs), including beauty and personal care, are still sold offline in key markets like the Philippines, Vietnam, and Indonesia. Another report highlighted that offline channels capture about 41 percent of spending at the actual purchase stage, even among online-savvy shoppers. For many buyers, especially when they’re trying something new, places like their local pharmacy, trusty supermarket, or favorite beauty boutique are still the most trusted spots to make a purchase. This reveals that digital exposure alone simply isn’t enough; they still want to touch, test, and experience products firsthand before making a purchase.
In the Philippines, the opportunity is only growing. According to a report, the local beauty and personal care market is valued at approximately USD 6.37 billion as of 2024, with forecasts projecting it to surpass USD 11 billion by 2033, led by skincare, haircare, and color cosmetics. This booming market, coupled with a growing consumer demand for quality and diverse beauty products, makes events like Cosmobeauté Philippines an essential hub. Here, direct-to-consumer brands can connect with manufacturers, suppliers, and industry experts, discover the latest innovations, and navigate the path to sustainable growth in a dynamic and expanding beauty landscape.
Not to mention, each day came alive with live makeup competitions that added energy and creativity to the trade show—bridal looks, hair and makeup challenges, and even nail and microblading competitions. These competitions gave us a glimpse into the everyday craft behind the industry, reminding everyone that beyond the products, beauty is also about technique, practice, and the people who bring it all to life.
Advertising With Purpose: Highlights from the “Advertising Minds” Forum
Beyond the busy booths at Cosmobeauté Philippines, one of the most insightful segments came during “Advertising Minds: An Advertising Forum,” hosted by the Chamber of Cosmetics Industry of the Philippines (CCIP). Moderated by Ever Bilena’s Denice Sy, the session brought together industry veterans Tats Cruz, Robbie Aligada, Betsy Baking, Third Domingo, and The Beauty Edit’s Nicole Morales—each offering their take on what it means to communicate with intention in today’s beauty space.
In today’s era of short attention spans and high expectations, the conversation moved past aesthetics to the core of a brand’s purpose: what it stands for, and why that resonates with its audience. One big takeaway was the clear shift to genuine authenticity. These days, especially with younger audiences, people are no longer buying into overly scripted or overly aspirational messages. Instead, they’re drawn to stories that feel honest—whether that’s how a brand started, its main reason for existing, or its unique take on local beauty culture. The general agreement was that messaging needs to build a real connection rather than just make claims.
What also made this conversation stand out was its practicality. Discussions surrounding budget, compliance, truth in advertising, and brand credibility weren’t presented as tedious hurdles but as essential building blocks. After all, trust is the ultimate currency in the beauty industry. One expert even reframed this trust somewhat like an emotional return on investment, aptly describing it as a “return on heart.”
The forum also included a necessary reality check on the pursuit of instant virality. While brief moments in the spotlight can certainly boost a product, without a solid identity and thoughtful storytelling, going viral risks exposing a brand’s weaknesses rather than amplifying its strengths.
For brands hoping to make it big in the beauty industry, the forum provided a sharp but hopeful message: to cut through all the noise, and understand your core purpose. Getting noticed might start with being seen, but it’s your true value and distinct voice that will make you last.
The Bigger Picture
Cosmobeauté Philippines lets us peek behind the scenes into the gears that keep the industry running. Plus, you don’t have to own a brand—or even plan to—to find value in Cosmobeauté Philippines. Whether you’re a makeup artist, creating content around beauty, or just want to understand what truly goes into your favorite cosmetics, events like Cosmobeauté Philippines allow you to explore the real work behind the finished product.
