Until today, Filipinas have long grappled with a shortage of local makeup brands that truly cater to their diverse skin tones. Despite the Philippines being a melting pot of cultures and complexions, the beauty industry has historically overlooked the unique needs of its consumers, leaving many to resort to foreign products or compromise on shade matches.
But times are changing. Today, more and more Filipino beauty brands are rising with the quality that can compete with international brands. One of them is Five Beauty.
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The birth of Five Beauty
Founded by empowered young Filipinas Veronica Eala-Garcia, Isabel Regino, and Gabbi Garcia, Five Beauty was launched last November 2023 with its hero product Hybrid Colour Stick collection. This is a multi-use color stick that has skin-boosting ingredients and SPF 20. Since then, this product has gained popularity among makeup enthusiasts offline and online.
These ladies came from different backgrounds. Eala Garcia, the company's CEO, has extensive experience in product research and development. Meanwhile, Regino, the brand and strategic partnership director, has years of international marketing experience in Southeast Asia, the United Kingdom, and the USA. Lastly, Gabbi Garcia is a multifaceted actress known for championing Filipina beauty. With them joining forces, a local beauty brand with international standards comes to life.
According to Eala-Garcia, Five Beauty was born to provide Filipinos with high-quality products that fit their needs, from skin tone and type to the weather.
“We wanted to create a brand that not only provides high-quality products but also resonates with the modern Filipino beauty user,” Eala-Garcia told Style Weekend. “As consumers, we often found ourselves reaching for international brands (maybe 10 to 15 years ago) when there were very limited local brands that could offer well-suited products that were aligned with our needs and interests—products that had strong color payoff, high-quality skincare and natural ingredients, and those that were suitable for our own lifestyles. This was one of the pain points that we saw, and a gap that we wanted to fill through Five Beauty.”
Hello, hybrid makeup!
But some may ask why a multi-use stick for a hero product instead of launching different products. Regino said that they want to simplify their customers' beauty routines.
“Launching our Hybrid Colour Stick collection was an intentional decision in direct response to our brand’s philosophy of ‘Ready in Five,’” she said. “We wanted our first collection to be functional in this regard, yet also memorable and distinct too in terms of fit and form, hence the decision to introduce the collection in its unique stick format. Moreover, the Hybrid Colour Sticks were also created to ensure that our products can cater to different skin types, especially for Filipinas. We understand the diversity of skin tones and concerns within our community, and we're committed to creating products that are inclusive and effective for everyone.”
With its potential and growing popularity, Garcia is optimistic that P-Beauty (Pinoy beauty) brands will soon have their space on the map of the international beauty market.
“One thing we at Five Beauty would like to change in the local Filipino beauty industry is the mindset that international brands are inherently better than local ones,” Garcia said. “If there’s one thing we want to change, it’s this—we want Filipinos to see that the P-Beauty industry can stand against international brands, and we want our consumers to love local and support the local beauty industry first before looking to foreign brands.”
Tips for aspiring beauty entrepreneurs
When asked what message they want to impart to those also dreaming of establishing their beauty brands, the Five Beauty founders shared four tips.
Follow your passion. Beauty is a field that thrives on creativity and passion. Identify what aspect of beauty excites you the most—whether it’s skincare, makeup, hair care, or something else—and pursue it wholeheartedly. Your enthusiasm will drive you through challenges and inspire others to believe in your vision.
Embrace innovation. The beauty industry is constantly evolving with new products and technologies. Don’t be afraid to take risks and explore trends that align with your brand. Be open to feedback and continuously enhance your offerings to meet the evolving needs of your customers.
Know your audience. Filipinas have diverse skin tones, beauty preferences, and cultural influences. Take the time to understand and empathize with your target audience truly. Listen to their feedback, anticipate their needs, and tailor your products and marketing strategies accordingly.
Grit and resilience. Entrepreneurship is a journey filled with ups and downs. Stay resilient in the face of challenges, learn from setbacks, and adapt your strategies accordingly. Persistence and a positive growth mindset will propel you toward achieving your goals.
Recently, Five Beauty launched its Color Match Augmented Reality Virtual-Try On, where customers can virtually swatch the colors and find the shades that will fit them before checking out. This feature is exclusively available on Five Beauty’s official website. The founders also teased about exciting new products and features everyone can enjoy.
“Expect new product launches this quarter and make sure you follow our socials to get first-hand updates,” they said.
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