Beautycon 2025 once again proved its stature as the country’s premier beauty gathering, bringing its “Destination: Beauty” theme to life at the SMX Convention Center Manila. Over four days, thousands of beauty lovers, influencers, and celebrities joined the celebration, cementing the event’s place as a calendar highlight for the industry.
Organized by Watsons, SM Beauty, and Look At Me, the convention ran last August 28 to 31 and featured an expansive program of shopping, panels, workshops, and celebrity appearances. Attendees enjoyed an immersive beauty journey, from interactive booths to exclusive product previews, all while engaging with both established and up-and-coming brands.
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Star-Studded Celebration
One of the biggest draws of Beautycon was its celebrity lineup. The event’s main stage welcomed stars such as Heart Evangelista, Anne Curtis, Kathryn Bernardo, Nadine Lustre, Julia Barretto, Solenn Heussaff, Shuvee Etrata, and Anthony Constantino. These personalities joined discussions and fan engagements, adding glamour to an already vibrant showcase.
Beyond the celebrity factor, industry leaders shared insights on the rise of “F-beauty” or "Filipino beauty" taking its place in the global conversation. Their panels emphasized innovation, inclusivity, and the growing influence of local products in shaping beauty standards.
Bigger Brands, Wider Reach
Beautycon 2025 also served as a launchpad for new arrivals hitting Watsons and SM Beauty shelves nationwide. Among the brands unveiled were 4U2, Numbuzin, Fwee, Torriden, Chu Chu Beauty, Lucky Beauty, The Maverick, &Honey, 8 The Thalasso, Fino, and Watsons Hair System. With more than 160 local and international names represented, the expo gave attendees first-hand access to discounts, bundles, and early product drops.
Guests entered through a photo-ready LED tunnel framed by pink archways, with larger-than-life boarding passes and postcards adding to the “destination” theme. Free entry for Watsons Club, SM Advantage Card, and Look List members made the experience accessible to a wider crowd, while a partnership with the Philippine Dermatological Society introduced a wellness angle through complimentary skin consultations.
Sharon Decapia, Watsons Philippines senior assistant vice president for marketing communications, PR, and sustainability, expressed delight at the turnout.
“We’re thrilled with this year’s Beautycon turnout. It was an ambitious project to bring together so many brands and a star-studded celebrity guest list, but it all came together,” Decapia said.
With record-breaking attendance, new launches, and a stronger focus on wellness, Beautycon 2025 marked another milestone for the Philippine beauty industry—with a confirmed return for 2026.
