5 Exciting Beauty Brands That Celebrate Filipino Pride

5 Exciting Beauty Brands That Celebrate Filipino Pride

With these homegrown brands offering world-class products designed for Filipinas, the local beauty industry continues to thrive.

For a lot of people, makeup is essential, regardless of whether it’s an expression of creativity and personality or… you just don’t want people to think you’re sick (we know, we know—we hate it too).

Western and Korean brands have mostly dominated our makeup kits, but local brands are stepping up to offer products that are not only world-class but are specially tailored to suit Filipina beauties.

Here are five exciting brands to add to your arsenal!

Filipinta Beauty

After initially catching our attention with their lechon sauce-inspired lip glosses, we’re hyped to discover more creative and clever beauty products from Filipinta Beauty. The brainchild of creative director Hana Acabado-Kirchhoff and product developer Jasel Donato, this brand was established in 2019 to celebrate Philippine culture, all while enhancing and embracing the unique, distinct beauty of every Filipina.

The Filipin Tops eyeshadow palette features 12 warm neutral shades perfect for creating everyday looks, while the Ube Cakes quad palette lets you get creative with pinks and purples. Finish off your look with any of the four shades of Babaylan lipstick and of course, the Manang Biday All-Purpose Lip Gloss.

Or, well, if it’s hard to choose what to buy, have a little bit of everything with their box sets, aptly named Baon Box and Balikbayan Box!

Shop Filipinta Beauty on their official website.


issy (f.k.a. Issy & Co.) is a staple in every modern, on-the-go Filipina’s makeup collection. With the vision of helping achieve one’s beauty goals with minimal effort at a minimal cost, issy’s products are wearable and versatile, crafted to suit a range of skin tones and occasions—whether it’s a clean look for work or something more dramatic for nights out. They’re also dermatologically tested, vegan, and cruelty-free!

The Active Skin Tint, Active Concealer, and True Flex Powder Foundation make for the perfect base for your face and are well-loved by the beauty community already. But we’re especially excited about their newest drop, the Customizable Eye & Face Palette, which lets you mix and match 52 interchangeable inserts. By having your pick of pressed single shadows, blushes, bronzers, contours, and highlighters, you’ll be panning this palette in no time!

Shop issy on Lazada, Shopee, Tiktok, and Look PH.

Chuchü Beauty

Korean beauty products are well-loved all over the world and are especially a favorite among Filipinas because their formulations are more suited for Asian skin. That said, the shade range can get quite limited as they’re more tailored for fairer skin tones.

Relative newcomer Chuchü Beauty is inspired by K-beauty, but created with Filipinas in mind. The new Brow Setter Shaping Eyebrow Gel comes in three colors with which you can match your hair color to achieve a kilay-on-fleek look that makes sense. We also love the Multi-Use Heart Stick, which not only comes in a variety of shades but is—as the name says—multi-use and can be used on your eyes, cheeks, and lips. It’s perfect for when you want to pare down your current makeup collection, or for having an all-in-one product you can take on the go.

Shop Chuchü Beauty on Shopee.

Happy Skin

As a personal favorite, Happy Skin is in constant rotation in my makeup routine—and judging by its cult-favorite status since the brand was launched in 2013, I’m not the only one.

Happy Skin offers skin-caring makeup, with makeup essentials that also double as skincare, like the Calming Glow Drops—a color-correcting primer that’s infused with cica, hyaluronic acid, niacinamide, and SPF. It’s the perfect base for a full makeup look, but can also stand on its own when you’re going for something more natural. The Lip Slip is a tinted balm that gives the full coverage of lipstick but also offers protection against the sun, Vitamin C, squalane, and other hydrating ingredients.

Any beauty routine you may currently have is all for naught without proper skincare and sun protection—with Happy Skin, you hit two birds with one stone!

Shop Happy Skin in Ayala Center Cebu, SM City Cebu, and SM Seaside City Cebu, or on their official website.

Rich Beauty

A collaboration between cousins Cheryl Pages-Alba and Julia Barretto, Rich Beauty is a rather young brand, but it’s definitely one to watch out for.

Their flagship product, The Daily Lip Rose Tint, is a favorite among celebrities like Ellen Adarna and Barbie Imperial. The brand also recently launched the Rich Body Loving Bath Bars which are handmade with 100% natural, plant-based oils in eight wonderful fragrances; and the Head Breeze Essential Roller, which is created with no synthetic chemicals, only pure natural oils including rosemary, coconut, vetiver, and more.

Rich Beauty seems to go beyond just cosmetics and aim for a more holistic approach to self-care and wellness, and for that, we can’t wait to see what they have in store—literally and figuratively—next!

Shop Rich Beauty on Lazada and Shopee.

Featured image from Rich Beauty.