Could we be in the middle of an F-beauty renaissance? We’re spoilt for choice when it comes to incredible local brands catering to Filipinos of all genders, skin tones, and walks of life. Here, we look back at how far Filipino beauty has come.
1900s-1950s
Once the Philippine-American war ended in the early 1900s, the U.S. started a different kind of invasion, this time using its soft power. From education to movies and music, Filipinos were immersed in all things American—including American beauty products and standards.
According to DMarkBeauty and DermAsia CEO Nikki Tang, however, only the wealthy could afford imported beauty products. Most Filipinas continued to use natural remedies such as coconut oil for their hair, papaya and calamansi for skin whitening, and aloe vera for skin irritations. As the decades passed, Filipinas continued to follow American beauty trends from the flapper hairstyles of the ’20s to our grandmothers’ favorite cold creams in the ‘50s.
1960s
In 1968, Don Vicente and Belen Ang launched Caronia—the first Filipino nail polish brand. Named after luxury liner RMS Caronia, it quickly gained popularity as an affordable alternative to imported nail polish. Caronia became top-of-mind, thanks to its catchy commercial jingles when television was all the rage. Over 50 years later, this brand is still going strong.
1970s
VMV Hypoallergenics has been “taking care of the world’s skin” since 1979. It all started with a U.S.-educated dermatologist and dermatopathologist, Dr. Vermen Verallo-Rowell, who created her own formulations to address her patients’ skin problems. Her husband saw a business opportunity, and thus VMV Hypoallergenics was born.
This world-class brand goes above and beyond to make sure its products are backed by hard science. Case in point: VMV Hypoallergenics has 75 published studies in medical journals. It’s also the first and only brand to rate its products’ hypoallergenicity. Over the decades, it’s remained a favorite among people with sensitive skin.
1980s
In 1983, Dioceldo S. Sy, the “Father of Philippine Cosmetics,” started Ever Bilena. The brand started with nail polish, and then expanded its line to include eyeshadow palettes, lipsticks, and eyebrow pencils. To this day, Ever Bilena is dedicated to making its products accessible and affordable without sacrificing quality.
While Ricky Reyes started his beauty parlor business back in 1973, it was in 1985 that he opened the first mall-based salon branch at SM North EDSA. This paved the way for other salon chains to follow suit. Ricky Reyes is more than a hairdresser; he is a personality fondly called “Mother” by many, for his endearing persona and the way he generously used his success to help others.
Many Filipinos fantasize about making it big in the U.S. or Europe, but British hairdressing instructor David Charlton achieved his dreams right on our own shores. In 1989, he opened the first David’s Salon at Farmers Market with the vision of providing high-quality haircuts at affordable prices. Today, his salon empire is still going strong with 200 branches all over the country.
1990s
These days, you can’t pass EDSA without seeing gigantic billboards of celebrities promoting the latest aesthetic procedures. It all started in the 90s with Belo Medical Group and Manny & Pie Calayan Clinic. Doctors Manny and Pie Calayan opened their clinic in 1995, while Dr. Vicki Belo started her practice in 1990.
Dr. Belo was the first to bring liposuction and lasers to the Philippines, and Belo Medical Group claims to be the “first accredited ambulatory cosmetic surgi-centre in the Philippines.” You know your brand is on top when people use it as a verb, and to this day Filipinos still say, “Nagpa-Belo siya” which has become synonymous with “She’s had cosmetic procedures done.”
The early 2000s
Back in the day, teens had to make do with their moms’ cosmetics. Enter Careline: a sister brand of Ever Bilena that was developed especially for teenagers and encouraged them to experiment with different looks and trends.
Remember when mineral makeup was all the rage? Ellana Mineral Makeup brought the trend to our shores in 2007 with products that promised to improve our skin. The following year, Human Nature began its mission of providing all-natural, affordable products that help uplift the less fortunate. Its Sunflower Oil quickly became a cult favorite.
2010s
Local beauty brands began to pop up like mushrooms, and it was about time! These brands championed Filipino beauty with products that suited morenas, chinitas, and mestizas alike. It was also around this time that cruelty-free makeup became a given for new brands.
First came the rise of celebrity makeup brands. In 2013, Jacqe Yuengtian Gutierrez and Rissa Mananquil-Trillo (she left the brand in 2021) launched Happy Skin. The brand quickly gained popularity with its playful packaging, skin-loving ingredients, and mid-range pricing, not to mention elevating what F-beauty products could do and could become. It was also the first brand to collaborate with international giants like Disney and Sanrio.
In 2017, Vice Ganda launched Vice Cosmetics online. Its website crashed on the first day, and fans claimed Vice’s lip kits could give Kylie Jenner a run for her money. In the same year, Anne Curtis launched Blk Cosmetics with the concept of “no-frills beauty.”
Sunnies Face was another instant hit with its “cool-girl” aesthetic reminiscent of popular brands like Glossier and Colourpop. Over the years, its Fluffmatte lipstick line has reached holy grail status in its own right.
More and more Filipino makeup brands launched online. There was Colourette Cosmetics, which started in 2015 with a commitment to manufacturing its products locally and embracing Filipino beauty in all shapes and sizes.
Pili Ani championed the use of local ingredients like Pili oil and Elemi oil while helping local farmers. And in 2019, Issy & Co launched its vegan, gluten-free makeup line.
Pandemic to Present
With lockdowns forcing us to stay at home and masks wreaking havoc on our skin, more and more Filipinos realized the importance of self-care. At the same time, more and more promising local brands continued to appear.
For Keeps helped us turn bathing into a ritual, while Clocheflame and GRWM helped us get glammed up for those Zoom meetings and reunions. Influencer brands continued to appear as well. Celebrity makeup artist Mikka Marcaida created her own lash collection, Faboulash, while TikTokers Ayn Bernos, Kai Javier, and Rica Salomon launched Kayu Beauty.
Today there are practically too many local beauty brands to name, with many of them championing diversity, sustainability, and Filipino beauty. There’s never been a more empowering time to love local and love the skin we’re in.
