Manila's four-day playground of makeup, skincare, and star-studded glow-ups
When it comes to beauty and grooming, there's no shortage of products promising to change the way we look, feel, and even carry ourselves. From cult-favorite lip tints to hydrating serums, prestige fragrances to everyday essentials, the industry has become a playground of endless options. And that's exactly what we can expect from BeautyCon 2025.
Running from Aug. 28 to 31 at the SMX Convention Center in Pasay, the event is so massive it takes up five function rooms. That's right, Function Rooms 1 to 5 have been transformed into a sprawling playground of over 160 beauty brands, both local favorites and international newcomers. Think of it as the Mecca of cosmetics.
Organized by Watsons, SM Beauty, and Look At Me, the four-day event is open to the public, all you need is a Watsons Club, SMAC, or Look At Me membership to get in. And once you step inside, it's easy to see why thousands are flocking to this so-called "destination beauty."
The first thing that hits you is the scale. Booth after booth, each set up like its own Instagram-ready installation, all designed to pull you in -- and yes, your camera roll will thank you later. From skincare to fragrances, hair care to men's grooming, there's a corner for just about every self-care obsession.
And speaking of obsessions, this year, BeautyCon is introducing some of the most talked-about brands in Asia. Chuchu Beauty, Lucky Beauty, Numbuzin, Torriden, Wakemake, and &honey are just a few names making their debut here, sending beauty buffs into a frenzy. Add cult Japanese labels like 8 The Thalasso and Fino into the mix, and suddenly your shopping basket doesn't look so "essential" anymore.
But BeautyCon isn't just about filling up your shopping bag. Right in the middle of the venue sits a stage where celebrities and beauty pros are spilling their glow-up secrets. Andrea Brillantes kicked things off, chatting about how she built her own brand, while the star-studded lineup includes Heart Evangelista, Kathryn Bernardo, Nadine Lustre, Anne Curtis, Shuvee Entrata, Barbie Forteza, and Julia Barretto, plus David Licauco and Anthony Constantino for good measure. The vibe? A mix of beauty masterclass and fan meet, with just the right amount of fun chaos.
Even men aren't left out. The Maverick has a full line-up of grooming must-haves, while Old Spice is making a slick comeback with a booth that looks more like a designer shower room. Graffen, meanwhile, has recreated a barbershop inside SMX, complete with scalp treatments and skincare.
Getting around the event feels like running a marathon in heels for some ladies, but don't worry, cashiers are conveniently lined up on one side of the hall, and shopping bags are handed out for free. The best part? Your receipt also doubles as a ticket to claim giveaways from different brands.
The whole thing runs daily until Aug. 31, from 10:00 a.m. to 9:00 p.m. My advice? Go early, wear comfy shoes, and bring your patience since the queues are long and the crowds are thick, but the beauty haul waiting for you is worth every second.