MANILA, Philippines — The country’s biggest beauty event is back. Beautycon 2025 will run from Aug. 28 to 31 at the SMX Convention Center Manila, where Function Rooms 1 to 5 will transform into a massive beauty playground featuring more than 160 top brands.
Organized by Watsons, SM Beauty, and Look At Me, the four-day event promises an elevated experience for Watsons Club, SMAC, and Look At Me members.
Beauty zones will feature immersive brand booths covering premium beauty, cosmetics and fragrances, men’s care, skincare, and personal care. Attendees can also discover in-demand Filipino and Asian beauty labels such as Chuchu Beauty, Lucky Beauty, Numbuzin, Torriden, &honey, 8 The Thalasso, Fino, Wakemake, Cologram, and BringGreen, many of which will be available in the local market for the first time.
The event will also bring fans closer to beauty and entertainment icons. Among the stars expected are Heart Evangelista, Kathryn Bernardo and Marco Gumabao for Fresh, Nadine Lustre for Luxe Fragrances, Anne Curtis for BLK, Gabbi Garcia for QuickFX, Sarah Lahbati for Hada Labo, Janine Gutierrez for Nivea, Vicki Belo, Hayden Kho and Sarah Geronimo for Belo Essentials, Solenn Heussaff for Cetaphil, Rabiya Mateo for Hairfix, Ashley Ortega for Skintific, Andrea Brilliantes for Lucky Beauty, and Max Collins for Ready Set Glow.
“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,” said Sharon Decapia, Watsons Philippines SAVP for marketing, PR and sustainability.
Watsons Club, SMAC, and Look At Me members are entitled to free event access by presenting their membership QR codes or SMAC cards at the registration booth.
Beautycon 2025 schedule: August 28, 12 p.m. to 9 p.m. and August 29 to 31, 10 a.m. to 9 p.m.