Whether you’re a beauty enthusiast, a curious newbie, or someone who just needs to stock up on your regular self-care products, Beautycon 2025: Destination Beauty is definitely worth checking out.

This year’s edition has over 160 beauty brands to explore and shop—from local cult favorites to international bestsellers. Running until Aug. 31, 2025, at the SMX Convention Center Manila in Pasay, this four-day event transforms function rooms 1 to 5 into one huge beauty playground. Expect immersive zones covering hair and personal care, skincare, cosmetics, fragrances, men’s grooming, prestige beauty, and premium brands—with exclusive discounts and deals that are only available here. Beauty industry icons will also be hosting talks throughout this event.

Hosted by Watsons, SM Beauty, and Look At Me, Beautycon 2025 is free for all Watsons, SMAC, and Look at Me members. To help you get ready for this beauty wonderland, here’s our guide on what to check out and shop for, along with insider tips and must-visit booths, so you can make the most out of this all-out beauty experience.

“As the leading beauty and personal care retailer, we’re excited for our Watsons Club, SMAC, and Look At Me members to experience an even bigger Beautycon this year. Last year was already remarkable, but this year, it’s all about going big and enjoying the exclusive perks of being a loyal customer,” says Sharon Decapia, senior assistant vice president for marketing, PR, and sustainability of Watsons Philippines.

Known for quality and innovation, Watsons showcases its best-loved brands with interactive experiences at every booth. Naturals by Watsons, known for its eco-friendly and plant-powered formulas, has one of the most beautifully designed setups, complete with an interactive scent bar where you can take a whiff of their signature scents. All their products are at 50 percent off. Plus, when you buy any three full-sized bottles, you get a free refill of shampoo or conditioner. Target Pro, the derm-grade serum specialist, offers its full serum line at half price, while other skincare ranges are at 30 percent off. Shoppers also receive a free pouch for a minimum spend of P1,999. Dermacion Plus, known for its broad-spectrum SPF and anti-acne solutions, is slashing prices with 50 percent off facial cleansers and 30 percent off on all other products. Both Target Pro and Dermacion Plus are also providing complimentary skin analyses to help you find the best products for your skin. Don’t forget to join the W Sustainable Choices activity, where you can participate in a waste-segregating spree and win exciting prizes.

Made with Filipino skin and tropical weather in mind, local beauty brands prove you can never go wrong with homegrown finds. GRWM showed up strong with its wide product lineup—and with a minimum purchase, you can even score full-sized freebies like the Lip Maxx and High Beam. It’s also the perfect time to snag Heart Evangelista’s go-to sunscreen, the Luxelle Centella Sun Serum. Over at Blk’s booth, fans will love the buy-one-take-one deals on select favorites, including the cult-fave sunscreen stick. Fresh had everything covered, too—from skincare and hair care to fragrances. The brand also unveiled its newest eau de parfum line, Moments of Bloom. Makeup artist Albert Kurniawan made Teviant’s booth extra special by personally joining the opening day. It’s your chance to ask some makeup tips from the master himself. And if you’re looking for even more perks, Absidy is spoiling shoppers with promos, giving away a blurring powder, makeup spatula, and fan brush with every minimum purchase.

No need to fly out just to get your hands on these global beauty brands, because they are here! Check out Standar Seoul, a newcomer from Korea, known for its Bouncy Boost Serum line with an innovative oil-in-water formula that releases encapsulated actives upon application. Drop by Japanese haircare brand Diane, where their Be True Smooth and Damage Repair lines are half-priced. &honey haircare favorites are now only P799—down from the original P999. Dr. Jart’s 10 Mask Mega Mix is at 40 percent off, along with selected products discounted at 15 percent. Laura Mercier’s bestsellers are at 15 percent off, with a free mini eye caviar stick for a minimum purchase of P4,500. Still debating the Dyson Airwrap or AirStraight? Both are 20 percent off at the event. For Mac fans, get 20 percent off with every purchase of two lip products. Lavajoy joins the lineup this year with its range of Australian scalp and body care essentials. Check out their latest launch, the Let It Glow Deodorant Serum, which delivers 72-hour sweat control while brightening the underarms.

Beautycon is the ultimate destination to upgrade your beauty routine with must-have finds and exclusive deals. Start with Geske, the German beauty tech brand bringing innovation right into your hands. Don’t miss their crowd-favorites like the Sonic Warm and Cool Mask, Aqua Steam Face Cleanser, and the Sonic Full-Body Brush. If your makeup brushes have seen better days, drop off your old Real Techniques brushes at their booth and enjoy 25 percent off on brand-new ones—a total win! Over at the Euroo booth, you can score up to 30 percent off on best-selling hair care tools that will make styling a breeze. Meanwhile, Kiss is taking things up a notch with massive deals, offering everything from dryers to stylers at up to 50 percent off. And if your hair brushes need an upgrade, check out Wet Brush, which is giving away exclusive promos and discounts, including up to 50 percent off on select items.

Got time on your hands? These booths might make you stay longer than you planned. Sunnies Face brings Sunnies Pocket, a compact-themed booth where you’ll find all your favorites in one cute setup. Have fun at their photobooth, and design your own charm keychain with any two Lip Glaze purchases. Belo SunExpert goes local with a colorful Philippine-themed setup—complete with a sorbetero cart! Drop by for free product sampling and branded temporary tattoos. Over at Fresh, there’s no shortage of things to do: get a free skin analysis, create your own scent, bring home samples, and join the blind box promo for a minimum spend of P799.

It’s not just the booths drawing the crowd; celebrity sightings are lined up as well. Watch for appearances by Heart Evangelista, Kathryn Bernardo, Marco Gumabao, Nadine Lustre, Anne Curtis, Gabbi Garcia, Sarah Lahbati, Janine Gutierrez, Sarah Geronimo, Solenn Heussaff, Rabiya Mateo, Ashley Ortega, Andrea Brillantes, Max Collins, and more!

Beautycon isn’t just for makeup lovers—it’s also a haven for men who want to level up their grooming game. From hair to skincare, the event is packed with booths dedicated to men’s essentials. Leading the lineup is The Maverick, a brand with a complete range of personal care must-haves, from hair styling products to bath essentials and fragrances. Now’s the perfect time to discover what it has to offer. For those who swear by the classics, Old Spice makes a strong comeback with a booth that could win awards on its own—designed like a luxe shower space and filled to the brim with its signature products. Another standout is Graffen, which channels a barbershop vibe while showcasing its grooming staples—from powerful scalp care solutions to everyday skincare picks.

For the smart shopper in all of us, we’ve compiled the biggest discounts and cutest giveaways. Everything is 50 percent off at Palmolive, Deoproce, and Bys, while select Mise-en-Scène hair serums, Body Fantasies, Innisfree, ChuChu Beauty, and Dermplus are also slashing their prices in half. Olay Super Serum and L’Oréal Infallible Rouge Signature are both marked down by 50 percent as well. There are buy-one-take-one deals at Hair Treats and on Issy’s Gelee and Mousse Lip Tints, making it a great time to try more shades for less.

You’ll get 40 percent off when you buy two Vaseline lotions, or on Tsubaki’s Premium Moist & Repair and Premium Volume & Repair haircare lines. All Physiogel products are 30 percent off, along with selected items from Diane. Jennyhouse and select Cetaphil items are discounted at 20 percent. Keep an eye out for exciting bundle deals too, especially from GRWM Cosmetics, Rom&nd, and Vice Cosmetics.

As for the freebies, you’re in for some fun surprises. Dove, Nivea, Avon Fragrances, and Sunnies Face are giving away charm accessories for a minimum purchase. Biore has a limited-edition Stray Kids-themed acrylic bag charm. Fwee also has an adorable key ring. And if you swing by Liese, all it takes is posting your Virtual Hair Color Try-On result online to claim a giveaway—no purchase necessary.

Before you head to Beautycon, make sure you’re all set for the ultimate shopping experience! Don’t forget to bring your SMAC card or fire up the Look At Me App to score those exclusive perks and points. Slip into your most comfortable shoes because you’ll definitely be on your feet exploring all the beauty finds. Keep the energy up by bringing your own tumbler filled with water, and carry a trusty tote bag to stash all your hauls. And of course—set aside that shopping allowance so you can splurge on your must-haves without the guilt. Beautycon is waiting, so come prepared and shop ‘til you glow!

Watsons Club, SMAC, and Look At Me members are entitled to free event access. Just show your membership QR codes for Watsons Club and LOOK At Me members and SMAC cards at the registration booth for admission. Mark your calendars and see you at Beautycon 2025!

Beautycon 2025 runs until Aug. 31, from 10 a.m. to 9 p.m.