Meeting the Filipino beauty standards
The cosmetics and personal care market in the Philippines includes various brands and products that supplement the varying customer needs. Across segments, personal care contributes the highest share of revenue, followed by skincare. Leading personal care brands were Colgate, Cream Silk, and Greencross, alongside shampoo and body wash labels.Meanwhile, due to brand familiarity, the skincare and cosmetic market has been dominated by global market leaders, particularly American and French brands. Demand for Asian brands, however, has been growing in recent years, which makes up most of the cosmetic product imports. Among Asian brands, Korean beauty products were popular among male and female Filipino skincare users, mainly due to positive recommendations from friends and family, good reviews from websites, and their favorite vloggers or influencers.
Aside from foreign labels, a rise in local beauty brands has been observed in recent years. This includes Colourette Cosmetics, Happy Skin, Issy & Co., BLK Cosmetics, and Sunnies Face. Several beauty influencers and vloggers have also started beauty and skincare brands to cater to the growing demand for products that complement the morena or tan-skinned beauty. In 2021, every Filipino spent nearly five U.S. dollars on skincare items, with forecast expenditure reaching more than six U.S. dollars in 2026.
