In the Philippines, beauty and celebrity culture are two passions that resonate deeply with Filipinas, reflecting their desire for self-expression and confidence. These passions often converge, creating a colorful community where beauty icons and everyday enthusiasts come together to share inspiration. Recognizing the powerful bond between these worlds, Beautycon 2025 masterfully merged celebrity sparkle with the allure of beauty, turning it into a must-attend event for fans and industry insiders alike.
@randomrepublika CHEERS TO THE BEAUTY WEEKEND!💕 You have until this Sunday, August 31, to check out more than 160 beauty brands at the #BeautyCon2025. The event is happening at the [2F] SMX Convention Center (Mall of Asia Complex, Pasay City). Yesterday, celebrities spotted were Miss Universe PH 2024 Chelsea Manalo, Andrea Brillantes, David Licauco, Nadine Lustre, Barbie Forteza and former PBB Celebrity Collab housemates Kira Balinger, Michael Sager, and Shuvee Etrata. Meeting celebrity endorsers and getting awesome deals are in store for you!✨ #shuveeetrata #nadinelustre #barbieforteza #davidlicauco ♬ original sound – randomrepublika
Beautycon 2025, with its theme “Destination: Beauty,” proved to be the ultimate gathering for beauty lovers last August 28 to 31 at the SMX Convention Center Manila. The event, hosted by Watsons, SM Beauty, and Look At Me, built on the success of its inaugural year to deliver an even more spectacular experience, drawing a massive crowd of beauty aficionados, celebrities, TikTok stars, and industry trailblazers. Attendees were treated to a fascinating showcase of the latest trends in makeup, skincare, wellness, and personal care, all set against a lively and stylish atmosphere.
The event’s appeal extended beyond shopping, with free access for Watsons Club members, SM Advantage Card holders, and Look List loyalists. Inside, more than 160 brands—ranging from international favorites to beloved local names—offered exclusive discounts, exclusive launches, and interactive booths, creating an immersive experience that celebrated the diversity of Filipino beauty. A striking LED tunnel, vibrant pink archways, and eye-catching visuals greeted guests, while fun photo moments with a travel-themed boarding pass and postcards added to the event’s charm. Industry leaders and celebrities, including Heart Evangelista, Anne Curtis, Kathryn Bernardo, and Nadine Lustre, shared their insights through panels and panels, elevating the event’s star-studded appeal and spotlighting the future of Filipino beauty.
Watsons Philippines Senior Vice President Sharon Decapia expressed her enthusiasm for the event’s success. She said,
“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. We really saw how much our Watsons Club, SMAC, and LOOK At Me members enjoyed each zone and shopped for the best beauty finds. We’re looking forward to seeing everyone again in 2026 for an even better Beautycon experience.” Alongside live workshops and panels, Beautycon 2025 debuted upcoming brands like Fwee, Torriden, and Lucky Beauty, which will soon be available nationwide, promising more exciting beauty discoveries for Filipino consumers.
Though Beautycon 2025 has ended, Watsons, SM Beauty, and Look At Me remain committed to serving the Filipino beauty community year-round with top-tier products and experiences. The event showcased their dedication to celebrating diversity and empowering consumers through beauty, paving the way for an even more glamorous return in 2026. Watch out for that!
