As a country with one of the highest number of beauty crowns won in history, to simply say that Filipinos are into beauty is an understatement. According to the recent report of Statista, the beauty and personal care market in the Philippines for the year 2024 alone is projected to generate a revenue of $6.4B. Meanwhile, the recent data from Shopee Philippines showed that beauty products are among the top-selling items in said shopping platform.
As we look forward to more beautiful and blooming days this 2025, let’s look back at some of the most significant happenings in the local beauty industry this 2024 and how they could affect the trends in the future.
Through the power of the internet and social media, the exchange of cultural and beauty trends has never been easier. Google Trends report showed that Asoka makeup is one of the most searched terms and topics related to makeup this 2024. Inspired by the 2001 Indian film Asoka, the Asoka makeup trend that showcased the beauty of an Indian bride, hit the internet by storm with some local celebrities joining the craze by depicting the natural beauty of a Filipina. These celebrities include Marian Rivera, Ivan Alawi, and Alex Gonzaga.
Meanwhile, singer Sabrina Carpenter also made a huge impact in the beauty industry. Her makeup and beauty look set the trends from her rosy cheeks and sunkissed glow to the Sabrina Carpenter Shangri-La haircut with her signature versatile curtain fringe. With Filipinos’ curiosity about how Sabrina looks on a normal day, the search term “Sabrina Carpenters without makeup” is among the top 10 related queries about makeup this 2024.
Apart from Sabrina, American singer-songwriter Chappell Roan also influenced the beauty trends with her theatrical makeup aesthetics. Chapell Roan makeup tutorials hit TikTok while other Netizens searched for “Chappell Roan no makeup” on Google.
When it comes to skincare, “Korean skincare” is the top searched topic related to keyword skincare. But those who are traveling to Japan and those who are into J-beauty also searched for “the best Japanese skincare to buy in Japan,” landing to the third spot on the top related queries related to skincare this 2024.
The data from Google Trends also show Filipinos’ growing interest and curiosity about different makeup and skincare products from different luxury brands such as Saint Laurent, Christian Dior, and Chanel. When it comes to other brands, Filipinos did their research on Luxe Organic, Cosrx, Bubble, Tofu Skincare, Anua, and Laneige. All these brands champion natural beauty both on their skincare products and makeup with skin-care ingredients.
With all these trends this 2024, industry experts believe that the trend for natural and clean beauty products will continue this 2025, with local brands pushing their boundaries to deliver what Filipinos are looking for. Here are some thoughts from them.
The trend of multi-tasking skincare and skincare-infused makeup has continued to gain momentum. In 2024, this movement expanded significantly, driven by the growing demand for products that address multiple needs while appealing to a broader and more diverse audience. —Jacqe Gutierrez, CEO & co-founder, Happy Skin, Blk Cosmetics, and Seoul White.
Sustainable Beauty Products: Brands will double down on refillable packaging, biodegradable formulas, and ingredient transparency. Locally, I think we’ll see more Filipino brands incorporating indigenous, eco-friendly ingredients into their lines.—Dimitry Galushin, master stylist, Koop Studio.
We’ll see more skincare-infused makeup as the generation now is more conscious of their skin. Minimal, softer, and relaxed makeup—natural and glam will also be a trend this 2025.—Mac Igarta, celebrity makeup artist.
As the beauty industry continues to evolve, Filipinos will undoubtedly remain at the forefront of embracing new trends and innovations. With a growing emphasis on natural beauty, sustainability, and self-care, 2025 promises to be a year of exciting developments in the local beauty scene.