BeautyCon 2025 Recap: Top Cosmetics, Launches & Promos at SMX Manila
BeautyCon 2025 wrapped up at the SMX Convention Center Manila with thousands of beauty fans in attendance. Open exclusively to SM Beauty members, Watsons Club members, and Look At Me PH insiders, the event gave cardholders first access to promos, freebies, and more than 160 local and international beauty brands. A week after the event, let’s recap the highlights of day three, capturing the best moments from the cosmetics side of the country’s biggest beauty event.
The Cosmetic Brands Spotlight
Here’s a closer look at the cosmetic brands that captured the spotlight on day three of BeautyCon 2025.
GRWM Cosmetics
GRWM Cosmetics kept the energy high with a booth that never seemed to quiet down. Attendees had a chance to get Beautycon exclusive freebies, including full-sized Lip Maxx and High Beam products with a minimum purchase, alongside the newly released Mini Multiuse Creamy Tint. The real highlight was the exclusive “first swatch” of the upcoming Radiance Tint, a versatile base, brightener, and concealer in one creamy formula. Adding to the charm was GRWM’s mascot, Pablo’s Latte, who surprised lucky fans with special gifts throughout the day.
During noon, GRWM also held a free masterclass with Tiktok stars Hajie Alejandro and Lenie Aycardo on sharing their tips and tricks for their Tiktok transformation looks.
Dazzle Me
Dazzle Me transformed its space into a vibrant dazzling convenience store, offering fans a playful mix of glam essentials and fun freebies. Attendees could try new release items like their Ink Jelly Glow Tint, while they can also purchase favorites such as their best-selling Dazzle Me Get a Grip Setting Sprays and Ink-Gloss Lip Tint. Shoppers also loved the booth’s quick mini-game where they can follow a few simple steps and get a chance to take home cute branded items as freebies.
BYS
BYS had one of the most-anticipated discounts during Beautycon 2025: a flat 50% off on all products. The deal alone was enough to draw massive lines, along with free bags and charms with a minimum purchase on their booth. They also had a fun Glambot available for their customers to strike a pose with. Social media buzzed with excited reactions, with attendees proudly sharing their haul of half-priced favorites at BYS.
Chuchu Beauty
Chuchu Beauty’s booth was special as it was the brand’s first-ever installation at a beauty convention. For the first time, fans could swatch their favorite products in person, which is perfect for the launch of their new shades of its well-loved Heart Blush Duo version of their well-loved product, Ballet Pink Heart Paint. They had the shades Chiffon Dream and Satin Twirl that can compliment any skin tone. Shoppers also enjoyed up to 50% discounts and a “secure the bag” promo for purchases over ₱1,299. They also had cute photo-op stations for people to come by and enjoy.
ROMAND
Romand brought its K-beauty staples to center stage with curated bundle deals that made shopping quick and easy for fans. The Juicy Market welcomed fans with a giant Juicy Lasting tint and the first offline debut of the best selling Juicy Roll Cheek and Color Lip Matte! From lip tints to compact palettes, the sets offered a little bit of everything for both newcomers and long-time enthusiasts.
Absidy
Absidy turned heads with the launch of its new Lash Lock Mascara, drawing plenty of swatch-ready hands at the booth. They had Buy-one-get-one deals for lip stains and an additional shade once you purchase their blush. The booth also offered a tiered freebie system, where shoppers received items like the Soft & Soothing Makeup Remover Wipes, branded merch, and more. For purchases worth ₱999 and up, fans took home both a free Brow Gel and Makeup Remover Wipes, making it one of the best value stops at BeautyCon.
IM MEME
As a newly launched Korean brand in the Philippines, I’M MEME brings a fresh, on-the-go makeup that’s perfect for Gen Z lifestyles. Known for its compact, playful packaging and versatile formulas, think creamy Multi Sticks, Mini Cube palettes, and the beloved Color Keyring Water Gel Tints—the brand is all about making quick, colorful beauty accessible. At BeautyCon 2025, I’M MEME kept it light and lively with tester stations and product demos, inviting fans to experience its fun yet functional lineup firsthand.
Sunnies Face
Sunnies Face turned shopping into a fun personalized activity. A minimum purchase scored buyers custom charm accessories, while two Lip Glazes unlocked a DIY keychain station that the anik-anik girlies loved and enjoyed. Add to that a 20% discount on the Healthy Touch line, with a freebie tote bag once you reach a minimum spend, plus a free photobooth where fans got to take their photos as souvenirs, and the Sunnies Face booth became a fan-favorite throughout the day.
Issy
Issy highlighted its newly launched Crème Cheek Sticks, drawing beauty fans eager to swatch the creamy, blendable formula in person. To add to this experience, they ran a buy-one-take-one deal on its crowd-fave Lip Bullet and their eyeshadow inserts which also came with a free palette after reaching a minimum spend. They also had a P300 off on their Eau de Parfum collection. After their purchase, buyers can also enjoy Issy’s Glambot to take photos with their favorite Issy products.
Kiss
Kiss Philippines brought its campus-coded tour to SMX with KISS University—“class is in session” pledges, a Sorority House set, and game stations that kept the booth buzzing. Shoppers scored up to 50% off, and the chance to roll their dice to get even more freebies from KISS. They also had fun perks like free hairstyling, nails, and lashes application on the spot, with a matching photobooth with printed minis, a hands-on way for beauty lovers to see their favorite KISS products in action.
MAC Cosmetics
MAC Cosmetics extended its National Lipstick Day celebration at BeautyCon with exclusive lip combos, pencils, and their new Lip Glazers. The booth featured personalized sessions with makeup artists, plus a much-anticipated masterclass on day three, with Myrene Santos who is a well-loved Filipino makeup artist with deep roots in both theater and beauty. She taught the beauty lovers during her class on how to create the perfect day lip look, as well as how to transition it into a classy red lip date night look with Mac’s Lip Glazers. Attendees learned tips straight from the pros while testing MAC’s bestsellers at Beautycon 2025.
Colourette
Colourette made their booth a must-visit with exclusive deals that fans couldn’t resist. For just ₱299, visitors could pick up beloved ColorDrip Easy Matte, Lash Love, or Brow Boss products, all while enjoying 10% off storewide (excluding First Base Mini). The brand also promised freebies for shoppers and in-person swatches, giving beauty lovers the joy of testing before buying. With its signature peachy aesthetic and solid discounts, Colourette delivered both buzz and beauty—right where fans expected it.
Lucky Beauty
Lucky Beauty was impossible to miss, with the adorable booth set-up inspired by Andrea Brillantes’ room. Their booth really made you feel as if you’re in her glam room getting ready for the day. They offered discounts and bundles for fan-favorite items such as the With Andrea Brillantes making an appearance in her booth and the brand continuing to expand into pop-up territory, we’ll definitely be on the lookout for what’s next for Lucky Beauty.
Vice Cosmetics
Vice Cosmetics lit up BeautyCon 2025 with its “Makeup for Life Lounge,” an immersive booth that blended shopping with play. Fans were excited to swatch and see their newest drop, the 𝗩𝗲𝗹𝘃𝗲𝘁 𝗕𝗹𝘂𝗿 𝗟𝗶𝗽 𝗦𝗵𝗮𝗽𝗲𝗿 and 𝗩𝗲𝗹𝘃𝗲𝘁 𝗦𝗼𝗳𝘁 𝗟𝗶𝗽 𝗕𝘂𝗹𝗹𝗲𝘁 which served as one of the highlights in their booth. They also have a series of bundle deals, including the crowd-favorite ₱799 pick-and-mix set that lets fans choose three products and score a free pink pouch. A ₱999 bundle gave shoppers even more flexibility with their picks, while other promos tied freebies like signature pouches to minimum spends.
BLK
BLK Cosmetics combined exclusive launches with unbeatable deals, making its booth one of the busiest. Fans scored a buy-one-take-one promo on the cult-fave Sunscreen Stick, while also getting a first look at nine new shades of the Lip & Cheek Water and Gloss Gel Tints. Founder Anne Curtis also made an appearance as she talked about what inspires BLK and how it has developed into one of the best local makeup brands in the Philippines, Anne also visited the BLK booth instantly drawing crowds and media buzz.
Other cosmetics brands present at BeautyCon 2025 included Barenbliss, Teviant, Detail Cosmetics, Imma Beauty, Happy Skin, and 4u2.
Day three of BeautyCon 2025 proved that the local beauty scene is stronger, bolder, and more creative than ever. From exclusive launches to unforgettable booth experiences, the cosmetics brands delivered moments that fans will be talking about for months. With each edition raising the bar, BeautyCon continues to prove itself as one of the biggest stages for beauty lovers in the Philippines.
