The potential for Filipino makeup brands to go global

In the Philippines, the cosmetics industry has traditionally been shaped by Western brands, with labels like Maybelline and L’Oréal dominating local retail shelves. Yet, the tide is turning. As Filipino consumers increasingly seek products that reflect their own skin tones, cultural identities, and preferences, local beauty entrepreneurs are rising to meet that demand.

A new wave of Filipino makeup brands is redefining the local market by offering high-quality, affordable, and culturally resonant products. These brands are not only filling the gaps left by multinational companies but are also building a strong foundation for international expansion, bringing the unique appeal of Filipino beauty to the world stage.

What sets Filipino beauty products apart?

The cosmetics businesses in the Philippines are carving a niche in the global beauty scene by offering products uniquely attuned to local needs, cultural identities, and evolving beauty standards. This not only highlights their uniqueness but also provides a competitive edge in global markets.

1. Embracing diversity

For decades, the Filipino beauty market mirrored Western beauty ideals and trends, often favoring lighter skin tones and limited shade ranges. This left many Filipinos, especially morenas (those with deeper or golden brown skin tones), underserved and underrepresented in cosmetic products. However, the rise of modern local beauty brands has shifted the narrative, celebrating the diversity of Filipino skin tones and facial features.

Brands such as Happy Skin, BLK Cosmetics, Issy, and GRWM Cosmetics now proudly offer inclusive foundation and concealer shade ranges that cater to both mestiza (fair-skinned) and morena (tan-skinned) complexions. Meanwhile, brands such as Sunnies Face and Colourette have created universally flattering lip products that complement the wide range of Filipino undertones.

This growing commitment to inclusivity not only meets the needs of the local market but also resonates with global consumers who seek authenticity and representation in beauty.

2. Products made for the Philippine weather

One of the most defining characteristics of Filipino cosmetics is their formulation for the country’s hot and humid tropical climate. International products designed for temperate regions often fall short when used in the Philippines, where heat, humidity, and strong UV exposure are daily concerns.

Filipino makeup brands have responded by developing lightweight, long-wearing products that can withstand sweat and oil, which are ideal for everyday wear in tropical environments. Many local primers, foundations and setting sprays are designed with SPF protection, mattifying properties, and non-comedogenic ingredients to help users maintain a fresh, flawless look throughout the day. For example, Colourette’s skin tint comes with SPF 30, and BLK’s Daydream Airy Matte Perfecting Foundation comes with SPF 20.

3. Intertwining makeup with skincare

Modern consumers are increasingly looking for makeup that does more than just cover imperfections. They want products that nourish the skin. Filipino beauty brands have embraced this hybrid approach by incorporating skincare benefits into their cosmetic formulas, blending beauty with wellness.

Many local makeup products now include skin-loving ingredients like niacinamide, vitamin E, hyaluronic acid, and SPF, offering both aesthetic and functional value.

Factors that can drive the growth of Filipino beauty

As the global beauty industry continues to evolve, new markets are emerging and gaining traction beyond the long-established Western players. Filipino beauty brands, in particular, are well-positioned to ride this wave of interest thanks to their cultural authenticity, innovation, and the digital tools at their disposal. Two major factors are contributing to the growing appeal and potential of Filipino cosmetics in the global market.

1. Global interest in beauty brands from Asian countries

The worldwide fascination with Asian beauty has opened the doors for other regional markets to shine. K-beauty (Korean beauty) and J-beauty (Japanese beauty) have long been at the forefront, celebrated for their advanced skincare technologies, minimalist aesthetics, and emphasis on natural beauty. Shiseido, one of Asia’s largest and most iconic cosmetics brands, exemplifies Japan’s longstanding influence in the industry.¹ The success of these brands has proven that Asian innovation resonates with global consumers.

This growing openness has created an opportunity for Filipino beauty to enter the spotlight. Setting itself apart, Filipino makeup brands offer a blend of tropical-friendly formulations, inclusive shade ranges, and cultural storytelling. As the beauty world becomes more inclusive and diverse, Filipino brands are primed to attract consumers looking for authenticity, fresh perspectives, and locally inspired beauty solutions.

2. Influence of social media and Filipino beauty creators

Online marketing, particularly social media, has transformed the way consumers discover and engage with beauty brands and products. Platforms like TikTok, Instagram, and YouTube have become a key part of the digital marketing strategy for brands, especially in the beauty industry, where visual content and influencer credibility carry significant weight. In fact, studies show that YouTube is the top source for beauty-related content, and two in three beauty shoppers turn to influencers when exploring new products.²

Filipino beauty influencers and content creators can harness the power of these online platforms to promote local brands not only within the Philippines but also to an international audience. From product reviews and makeup tutorials to skincare routines, their content can foster trust, drives product awareness, and sparks curiosity about Filipino beauty.

Challenges and opportunities for Filipino beauty brands

Breaking into the global cosmetics industry is no easy feat, especially for emerging brands from markets like the Philippines. Despite a vibrant domestic scene and a growing reputation for quality and inclusivity, Filipino beauty brands face a number of obstacles as they attempt to scale globally. From competing with international beauty giants to navigating complex export regulations, the road to expansion is paved with challenges but also opportunities.

1. Competing with global beauty giants

Filipino beauty brands must contend with long-established international powerhouses such as L'Oréal and Maybelline, which dominate both the local and international markets.³ These brands benefit from decades of global marketing, brand loyalty, and wide distribution networks. Moreover, they continue to command significant shelf space and consumer trust, which could be challenging to compete with for brands that are still starting from scratch.

However, local brands are starting to gain traction by offering products that resonate more closely with the Filipino identity. Brands like Happy Skin, BLK Cosmetics, and Vice Cosmetics focus on skin-friendly formulations, inclusive shade ranges, and affordable pricing that appeals to the price-sensitive market. By embracing their cultural roots and highlighting their unique value propositions, Filipino brands can carve a niche in an otherwise saturated industry.

2. Varying consumer preferences

Filipino beauty brands have done well tailoring their products to local preferences, offering inclusive shade ranges, humidity-resistant formulas, and skincare-infused cosmetics suited for the tropical climate. However, when expanding abroad, brands must navigate the complex landscape of regional consumer preferences, which can differ significantly from the Philippine market.

For instance, in Vietnam, consumers tend to prioritize high-quality yet affordable skincare products, with particular interest in sunscreens and anti-ageing solutions, according to the Source of Asia (SOA). Vietnamese buyers also value lightweight, fast-absorbing formulations due to the country’s humid weather. Meanwhile, in Indonesia, a Muslim-majority country, the demand for halal-certified cosmetics is growing rapidly. Beauty products must meet religious and ethical standards, including being alcohol-free, cruelty-free, and manufactured according to halal practices.⁴

These differences highlight the need for Filipino beauty brands to localize their product offerings and marketing strategies in each target market. Success abroad depends not only on product quality but also on a brand’s ability to understand and respond to the cultural, religious, and lifestyle preferences of international consumers.

3. Rising demand for clean and sustainable beauty

Globally, the beauty industry is shifting toward greater transparency, ethical sourcing, and wellness-driven formulations. Consumers are now more aware and intentional about what they put on their skin, leading to a rising demand for non-toxic, cruelty-free, and environmentally responsible beauty products.

Filipino beauty brands are responding by incorporating natural, plant-based ingredients such as virgin coconut oil, calamansi, and papaya enzymes. These locally sourced ingredients not only offer potent skincare benefits but also reflect the country’s rich biodiversity. Some of the brands that incorporate these ingredients include Human Nature and Ellana Cosmetics, which champion clean beauty, sustainable packaging, and socially responsible practices. These efforts allow them to stand out in a saturated local and global market by offering authentic, functional alternatives rooted in nature and Filipino heritage.

4. Shipping into international markets

The Philippines is beginning to see encouraging movement in cosmetics exports. According to OEC data, Filipino beauty products exported approximately US$33.8 million worth of cosmetics, with primary destinations including Japan, the United Arab Emirates, Malaysia, and Saudi Arabia.⁵

While this signals a growing global interest in Filipino beauty, expansion comes with its own set of hurdles. Export compliance, international certifications, labelling requirements, and customs regulations vary from country to country. Brands must navigate these intricacies while also ensuring product stability during overseas shipping, especially for items like creams, lipsticks, and serums that may be sensitive to heat or pressure changes.

Logistics is another key concern. Ensuring fast, reliable, and secure international delivery is essential to maintaining brand trust, especially when engaging in e-commerce or selling through online beauty platforms. This is where partnerships with global logistics providers like DHL Express become crucial. With our expertise in shipping cosmetics overseas, DHL can help brands reach international customers efficiently while complying with local regulations.

The Future of Filipino Beauty

The trajectory of Filipino beauty is undeniably promising, fueled by a global push toward diversity, inclusivity, and authenticity. As consumers worldwide increasingly seek brands that reflect their values and cater to a broad spectrum of skin tones, lifestyles, and identities, Filipino beauty brands are poised to meet these demands. With deep cultural roots, innovative product development, and a strong understanding of tropical skin needs, Filipino beauty has all the makings of a powerful force in the international market.

Moving forward, we can expect to see more strategic collaborations between Filipino brands and international partners, opening doors to new markets and boosting brand credibility abroad. These partnerships may take the form of joint product launches, distribution agreements, or co-branded campaigns that merge global expertise with local identity. Moreover, increased investment in research and development will enable Filipino companies to innovate in areas such as long-wear formulations, sustainable packaging, and skin-caring makeup hybrids.

Optimise global expansion with DHL Express’s logistics and shipping services

The rise of Filipino beauty reflects a broader movement towards inclusive, authentic, and sustainable beauty practices. With unique products that resonate with diverse consumers, Filipino cosmetic brands are well-positioned for global expansion. To navigate the complexities of international trade and logistics, partnering with experienced providers like DHL Express can be invaluable.

DHL Express offers end-to-end shipping and logistics solutions tailored to the unique needs of the cosmetics industry. From ensuring proper packaging to assisting with customs clearance and navigating the import and export process, DHL Express knows how to ship cosmetics overseas. Our international reach and reliability make us an ideal partner for Filipino beauty brands aiming to scale efficiently while maintaining product integrity.

By leveraging DHL’s global logistics expertise, Filipino beauty businesses can optimize their supply chains, reduce lead times, and streamline shipping makeup internationally. Open a business account with us today to get started.