BEAUTYCON 2026 is about to turn Manila into the ultimate beauty playground. From March 19 to 22, SMX Convention Center will become the place to be for beauty lovers, skincare fans, makeup enthusiasts, and curious shoppers looking for the latest drops, best deals, and insider access.
A bigger, bolder beauty experience in Manila
Now on its third year, BEAUTYCON 2026: A World of Beauty is back and going even bigger. The event will take over more than 9,000 square metres of SMX Manila, with 185+ participating brands setting up interactive booths for a shopping experience packed with exclusive offers, gifts with purchase, bundles, and member-only deals. According to the press release, it is the “trendsetting, must-attend event for beauty lovers, experts, and enthusiasts” brought together by Watsons, SM Beauty, and LOOK At Me.
That means attendees can expect more than just shopping. BEAUTYCON 2026 is shaping up to be a full-on beauty destination where discovery, community, and access come together in one space. Whether you are into viral skincare, everyday essentials, premium beauty finds, or wellness products, this event is built to serve every kind of beauty fan.
Even better, shopping at the event gets a smart upgrade. With the Watsons app Click & Collect feature, members can scan products at participating booths, check out through the app, and collect their orders at a designated point. On top of that, 60 cashiers will be stationed across the venue, which triples last year’s capacity and makes checkout much more convenient. In a world where speed and ease matter, that kind of setup feels like a real win.
Beauty with no limits takes centre stage
This year’s theme goes beyond products and trends. BEAUTYCON 2026 is celebrating “beauty with no limits,” putting the focus on self-expression and individuality. As the press release puts it, “Beauty can and should be described through a thousand and more iterations, depending on your unique preferences and features. Beauty is when you get to be who you are and when you get to choose how to define it.” That message hits at the core of what beauty means today. It is personal, fluid, and no longer boxed into one standard.
The event also carries extra weight this year because it aligns with the 185th anniversary of AS Watson, the parent company of Watsons. The milestone celebrates nearly two centuries of making health, beauty, and wellness more accessible. Dr. Malina Ngai, Group CEO of AS Watson, will also grace the convention, bringing the anniversary theme “Grow As One.” It is a timely reminder that beauty is not only about products. It is also about community, connection, and growing together.
Beyond the shopping floor, BEAUTYCON 2026 will feature workshops, talks, and panel discussions with some of the country’s most relevant voices in beauty and wellness. There will also be chances to hear from celebrities and brand ambassadors, plus free skin and scalp consultations from the Philippine Dermatological Society. That mix of education, experience, and access makes the event feel more dynamic and more useful for attendees.
Best of all, BEAUTYCON 2026 is free for SMAC holders, Watsons Club members, and LOOK List patrons. Guests only need to present their physical card or e-card and QR code upon entry. The event runs from March 19 to 22, 2026, from 10 AM to 9 PM, at the SMX Convention Center Manila. For anyone who loves beauty, wellness, and being first to what is next, this is one event worth adding to the calendar.
