From the carnival queens of the 1900s, the memorable magazine cover girls in the decades that followed, to the fresh-faced content creators dominating social media feeds today, the Philippines has always had a fascination for beauty.
It comes as no surprise, then, that the country has become a haven for beauty enthusiasts, eagerly awaiting the world’s most beloved beauty brands coming to our shores. Remember back in the 2010s when bloggers, lifestyle writers, and self-acclaimed “beauty junkies” would queue up for hours at the openings or launches of “It” brands such as Benefit Cosmetics and M.A.C?
Back then, the Philippines’ rise as a social media capital and a growing upper-income class has also led to the rise in the purchase of luxury goods, compelling global beauty brands to look to our shores as a potential market to invest in.
But despite the Filipino consumers’ enthusiasm—and the steady influx of coveted beauty brands into local stores—some beloved brands have quietly exited the local market.
OG K-beauty houses like Etude House and Tony Moly, which thrived during the height of the Hallyu wave in the late 2000s, have disappeared from the malls. Cult-favorite cosmetics like NYX and Shu Uemura have shuttered their local stores, leaving a void in the country’s bustling beauty scene. French-Japanese beauty brand Paul and Joe, once available in Rustan’s counters, is now absent from local shelves. Most recently, Make Up For Ever—a favorite among makeup artists for their long-wearing, camera-ready products—has left the Philippine market (though it remains available online via Sephora.ph).
The Filipino Beauty Obsession
Filipinos’ consumption habits have long been shaped by foreign influences. “I remember 2014 saw a lot of us Filipinas following Western trends—everyone was doing whatever Kim Kardashian’s makeup artist was doing,” recalls Gretchen Gatan Fragada, a lifestyle content creator and former marketing manager of beauty subscription box Glamourbox. “Even I was heavy on contour, baking, and matte lippies.”
However, as trends evolved, so did consumer habits. “Then came the Korean and Japanese trends,” Fragada says. “I had an officemate obsessed with straight brows and gradient lips. Beauty is ever-evolving.”
Lifestyle PR maven Romina Nañagas, who is also co-founder of the local beauty brand Habitude, shares that our deeply entrenched colonial influences may have something to do with it, for better or for worse.
“[Even] pre-social media, we’ve already been deeply influenced by the West. At worst, I’d dare say it’s colonial mentality; at best, an openness and innate curiosity about the world and all it has to offer,” she shares, describing the Filipino market as “highly curious, experimental and FOMO-led.”
Going Beyond the Hype
But if Filipinos are always open to trying new things, why have some brands struggled to stay? For those that have left, the reasons are rarely straightforward.
“It’s a lot of factors, especially when it comes to foreign brands. There are distribution rights, costs, and how the brand’s direction is going globally.”—Romina Nañagas, lifestyle PR specialist
As Nañagas shares, there could be many factors as to why a beauty brand—even those owned by global beauty giants—may choose to leave a market, whether it’s one country or a region altogether. Take the case of NYX, which was pulled out across Southeast Asia in 2020 even at the height of their success. Industry speculation suggests that in some cases, parent companies like L’Oréal (which owns NYX) may have chosen to prioritize more profitable subsidiaries over maintaining a broad portfolio.
“It’s a lot of factors, especially when it comes to foreign brands,” Nañagas explains, adding, “There are distribution rights, costs, and how the brand’s direction is going globally. In the local market, the brand would have to consider what it makes vis-à-vis the costs of maintaining it here, if its values make sense in the local market, where and who the local market is at the moment.”
Fragada shares similar views, reflecting that the competition in the beauty market has gotten “quite intense.” “Trends can be super dynamic, influenced by social media and what’s currently viral. If a brand doesn’t keep up with trends like skin tints, lip oils, or sustainable beauty, it risks being left behind,” she says.
Beyond relevance, affordability is also key. The rise of mid-range local brands like blk cosmetics, Sunnies Face, and Happy Skin has intensified competition. “Filipinos are smart shoppers—they want high-quality products, but they also appreciate value for money,” Fragada shares.
Meanwhile, Nañagas questions the definition of success in beauty, especially for long-beloved brands that once enjoyed cult status. “I can’t say per se why some beauty brands falter when others ‘succeed’—even the concept of success is so fluid. For example, if Shu had, say, 10 golden years here—is it considered a failure if it had to leave?” she reflects. Shu Uemura peaked in popularity in the late 2000s before closing shop in 2017.
“What I can say, though, is ensuring a continued relevance to a market with limited buying power—and an even more limited attention span—is a big consideration. [Especially] a market in a socio-digital environment that is evolving at hyperspeed,” she says, adding that Filipinos are ‘huge bandwagoners.’
But how do you get past hype and into staple status?
Nañagas draws a parallel between the beauty industry and the restaurant business, noting that many brands—whether local or international—struggle to survive beyond the initial hype. She points out that only a few manage to establish long-term success, a challenge that becomes even more complex for brands tied to global parent companies.
That said, while some global names have struggled to stay relevant, the Philippine beauty industry hasn’t slowed down. Instead, it has evolved into a more diverse and competitive landscape, where local brands are carving out their own space.
A Diversifying Scene
While social media has certainly made fads and styles borderless, we have always looked towards other countries when it comes to whatever is in vogue. Yet in recent years, with the rise of F-beauty, our relationship with foreign beauty trends seems to gradually shift into a vibrant and diverse landscape. “What makes [the industry] so much more exciting now is the presence of local yet quality brands in different price ranges—so it caters to a wider demographic,” Fragada says.
Although Nañagas agrees that there has been a boom in local beauty brands in the market, she does not necessarily believe that these F-beauty players have come in to “upend foreign brands.” “I’m glad we’re giving room in our hearts and shelves for our own products,” she says, emphasizing that supporting local beauty not only fuels the economy but also challenges brands to ensure their quality remains globally competitive. She believes true progress will come when the local industry reaches a point where global brands have to “keep up”—a shift that would foster healthy competition and uplift the industry as a whole.
The Future of Beauty in the Philippines
Both Fragada and Nañagas believe that despite some major global players leaving the country, the Philippines’ beauty scene is only reaching its peak. Both local and international brands are gaining much ground—both offline and online. “Plus, there’s the rise of TikTok influencers like Belle Rodolfo and Marj Maroket, who have changed the landscape,” adds Fragada.
It seems that some of these beauty giants are paying attention, too, with brands such as Lancôme—which left the market in the mid-2010s—returning to the scene with a better pulse on its local clientele.
For Nañagas, the best is yet to come. “Right now, beauty feels more inclusive, experimental, radical, honest, and ever-expanding. Local brands are starting to thrive. The looks are getting more and more creative with the new generations. Beauty is becoming more age- and gender-inclusive.” She adds, “To me, the more inclusive, the more we make room for everyone in the beauty table, the better.”
Fragada shares similar views, adding that beauty in Filipino culture has gone beyond simply looking good to standing for self-expression, confidence, and wellness.
“Brands entering the market know they need to cater to this balance between being trendy and delivering real results. They also understand that affordability and accessibility matter here,” Fragada says, adding, “As long as brands keep listening to what consumers want, I think they’ll always find an audience.”
From once being a country that eagerly awaited international brands, the Philippines is now a space where local and global players must work harder to earn a spot in consumers’ routines. The real challenge isn’t just entering the market—it’s earning a lasting place in Filipino beauty routines. In a landscape where trends shift quickly and consumer expectations grow higher, only brands that truly connect with their audience will stand the test of time.
ADDITIONAL REPORTING BY ELAINE NATIVIDAD REYES.
