The Philippines’ biggest beauty event has just wrapped up. It featured over 160 brands, exclusive launches, and celebrity appearances. Together, these highlights redefined beauty routines across the country.
Beautycon 2025: Destination Beauty concluded its four-day run from August 28-31 at SMX Convention Center Manila, delivering the country’s most comprehensive beauty showcase that beauty enthusiasts had been waiting for all year.
This wasn’t your typical beauty fair. Beautycon 2025 Manila featured over 160 brands spanning from cult K-beauty favorites to premium international names, plus exclusive Philippine debuts that drew massive crowds. Celebrity appearances, interactive brand experiences, and event-exclusive deals made Beautycon 2025 a standout moment in the local beauty calendar.
What Made Beautycon 2025 Manila Worth the Hype
Function Rooms 1–5 of the SMX Convention Center became specialized beauty zones. Watsons, SM Beauty, and Look At Me curated each space to showcase skincare innovations, cosmetics, and luxury fragrances. The scale and organization of Beautycon 2025 Manila rivaled international conventions. It marked a major event for both consumers and industry professionals.
The celebrity lineup alone made Beautycon 2025 the event of the year. Heart Evangelista represented Fresh with her signature elegance, while Kathryn Bernardo and Marco Gumabao joined the Fresh roster. Anne Curtis headlined for BLK, Nadine Lustre appeared for Luxe Fragrances, and Sarah Lahbati championed Hada Labo. The lineup continued with Janine Gutierrez for Nivea, Dr. Vicki Belo, Hayden Kho, and Sarah Geronimo for Belo Essentials, plus Solenn Heussaff for Cetaphil. These weren’t just brief appearances at Beautycon 2025 —attendees experienced meaningful brand interactions and exclusive content.
Beyond the star power, several Asian beauty brands made their Philippine debut at Beautycon 2025 Manila. Chuchu Beauty, Lucky Beauty, Numbuzin, Torriden, &honey, Standard Seoul, and BringGreen appeared in a physical retail setting for the first time. For beauty fans who knew these names from online reviews and social media, the event was a rare chance to test products before mainstream release.
Interactive Experiences That Set New Standards
The beauty experience at Beautycon 2025 Manila went beyond just shopping with immersive brand activations designed for maximum engagement. Sunnies Face featured their Sunnies Pocket concept with personalized charm keychain creation available with any two Lip Glaze purchases, while Fresh offered complimentary professional skin analysis sessions alongside custom scent creation stations.
Belo SunExpert presented a Philippine-themed activation complete with traditional sorbetero cart aesthetics, creating authentic cultural touchpoints that made Beautycon 2025 uniquely Filipino. GRWM Cosmetics provided comprehensive testing stations and professionally designed photo areas that catered to content creators documenting their discoveries.
Notable Brands That Drew the Biggest Crowds
Korean beauty dominated Beautycon 2025 Manila. Top K-beauty names included Beauty of Joseon, COSRX, Some By Mi, Round Lab, SKIN1004, and Standard Seoul. Filipino beauty also shined with BLK, Fresh, GRWM Cosmetics, Vice Cosmetics, Colourette, and Sunnies Face. Premium global brands such as MAC Cosmetics, Laura Mercier, Clinique, Dyson, and Jo Malone London drew serious beauty investors.
The event also showcased personal care essentials, hair care innovations, skincare specialists, and cosmetics across all price points. This made Beautycon 2025 truly inclusive for every beauty budget and preference.
Why Beautycon 2025 Manila Mattered
Entry was complimentary for Watsons Club, SMAC, and Look At Me members, making Beautycon 2025 Manila accessible to serious beauty enthusiasts without exclusivity barriers. The four-day schedule accommodated various attendance preferences while allowing people to return multiple times throughout the event.
Beautycon 2025 represented more than commerce—it was cultural validation of the Philippines’ position in the global beauty conversation. The event demonstrated that Filipino consumers are sophisticated, informed, and ready for international beauty standards, while proving that local brands can compete on the global stage.
Exclusive launches, celebrity authenticity, genuine value, and experiential marketing powered the event. These elements will shape how beauty brands approach the Philippine market. Beautycon 2025 Manila set new standards for beauty events. It also cemented the Philippines as a key player in the Asian beauty landscape.
