The Filipino beauty industry is having its moment. As local brands gain attention beyond the country, Filipino-made beauty products are increasingly being recognized for their quality, creativity, and ability to compete in a growing international market. But as the industry continues to expand, there is still plenty of room for local players to grow together.

One example is the latest collaboration between Lucky Beauty and Paulash, two homegrown beauty brands bringing their respective expertise together to create an eye makeup collection.

Lucky Beauty, the makeup brand co-founded by actress Andrea Brillantes, has teamed up with local cluster lash brand Paulash for a collaboration designed to make creating an eye look easier. Launched last Aug. 6 at Nada Conceptions in Makati City, the collection features six shades of the Multiuse Eyeshadow Wand, which can be used on the eyes, as contour, or as a highlighter, alongside six custom-designed cluster lashes.

For Paolo Salapatan, Lucky Beauty’s co-founder and managing partner, the partnership was also a way to challenge the usual formula for beauty collaborations.

“I didn't wanna do the usual fashion brand or whatever,” he told Manila Bulletin Lifestyle. “I was just like, we're here to challenge ourselves. How can you push the envelope further?”

Instead of developing its own lashes, Lucky Beauty chose to work with Paulash because of the latter's expertise in the category. “We could've done this ourselves. We could've done our own lashes. But I didn't choose to do it, we are not experts at that,” he said.

While Lucky Beauty considers itself an expert in makeup, Paolo said Paulash brought the expertise needed for lashes. The partnership also aims to introduce more consumers to cluster lashes, which he believes can help expand the local beauty market.

“For such a young industry like F-Beauty, not all people use lashes,” he said. “We chose to do a collaboration to help develop the market, to help teach people that cluster lashes are pretty easy, they're nice to look at.”

For Paulash chief marketing officer Abigail Justine Semillano, CEO of Rio Rebel Group (Paulash and Burvon), the partnership was an easy decision. Andrea has been a longtime Paulash customer, even before her own lash collection existed.

“She's always been an OG user of Paulash,” she said. “For someone who's been patronizing our product right from the start, of course, no questions asked. We're down to do a collaboration.”

Beyond the products, both brands see the partnership as an opportunity for the local beauty industry to explore more collaborations. Abby described it as an “opportunity opener and eye opener” for other Filipino beauty brands to combine their resources, expertise, and specialties.

For Paolo, the collaboration is ultimately about giving customers the best products possible, even if that means working with a brand that could otherwise be considered a competitor.

“It's about how we can best deliver the best products to our customers,” he said.

The partnership also reflects how Lucky Beauty itself is evolving. He shared that the brand is reworking some of its original offerings while exploring new categories as Andrea matures. “Wherever she goes, we go,” he said, adding that consumers can expect the brand to mature and explore other things alongside its muse.

For the rest of 2026, Lucky Beauty plans to continue expanding its offerings, moving from eyes to lips and eventually back to face products. The brand is also preparing five new perfume scents this year. Meanwhile, Paulash is gearing up for a busier fourth quarter. Abby said the brand has been working behind the scenes and will be making more noise in the local beauty scene, giving lash enthusiasts more to look forward to.

Together, Lucky Beauty and Paulash are showing that as Filipino beauty continues to gain attention, collaboration can be another way for local brands to strengthen the industry and give consumers more reasons to discover homegrown products.