Spoiler alert: 2025 is going to be a great year for F-Beauty! That is, if we’re judging by what these beauty founders have to say about their plans for this year. There is no doubt that Filipino beauty brands have continuously elevated their products, campaigns, and advocacies in the past years and there is no sign of them slowing down anytime soon.
As we look forward to a fresh crop of innovative beauty releases this year, 12 world-class local brands are giving us an exclusive peek at what you can expect from them in the months to come. Read on to find out which brands are teasing big collaborations, new products, shade and collection extensions, new category exploration, and many more exciting news.
Sunnies Face
"We have so many exciting launches this year. We’re also looking into different formats of launching, new categories, some unexpected things, constantly challenging ourselves to do things bigger and better each year." - Jess Wilson, Sunnies Face Co-founder and Brand Manager
Jess Wilson
ISSY
"We’re not about defining what’s next, we’re about following a feeling. No spoilers. But you know how we do things— just stay tuned." - Joel Martin Andrade, ISSY Co-Founder and Chief Creative Officer
Joel Martin Andrade
Happy Skin
"At Happy Skin, in our 12th year, we’re committed to continue revolutionizing the local beauty scene with groundbreaking innovations. We take pride in offering Filipinos world-class products with a homegrown touch. We will continue to create beauty essentials that truly care for you—whether it’s your skin, hair, or body. Expect nothing less than transformative products that prioritize your well-being and elevate your beauty routine." - Jacqe Yuengtian-Gutierrez, Happy Skin CEO and Co-founder
Jacqe Yuengtian-Gutierrez
Strokes
"As we step into 2025, Strokes is more committed than ever to elevating the beauty experience for all. This year, we're focusing on listening to our clients, who have been vocal about what they want and need. One of the most requested demands we've received is an expanded shade range for our highly-praised Strokes Soft Veil Filter Foundation— and we're thrilled to make that happen. We're introducing more shades, ensuring that beauty lovers of every skin tone can find their perfect match. But that's just the beginning, as we are also expanding and adding a new product in the Complexion Veil Collection!
Momoi Supe
At Strokes, we've always been dedicated to innovation, and in 2025 you will see us pushing the boundaries even further. We are preparing to launch a range of products that have yet to be seen in the local market. From cutting-edge tools to high-performance makeup, Strokes is ready to meet the evolving needs of beauty enthusiasts and makeup professionals alike. As a brand that pioneered the brow game, we continue to lead the way with revolutionary makeup products that make a real difference.
This year, we'll be unveiling a groundbreaking brow product designed to take everyone's brow game to the next level. We're not just talking about a product; we're talking about an entirely new approach to brows that will change the way you think about shaping, defining, and enhancing. And of course, we're bringing in a true Queen to represent this exciting new chapter. She's someone who has trusted Strokes from the very beginning— and we couldn't be more excited to have her as the face of our legendary brow collection. Lastly, 2025 marks our 5th anniversary, and we have something truly big in store to celebrate this milestone! It's shaping up to be an unforgettable year for Strokes, and we can't wait to unveil the exciting innovations we have planned for you." - Momoi Supe, Strokes Founder and CEO
Clocheflame
"For 2025, we’re heading in an exciting new direction for Clocheflame and our community. We’re all about intentionality in product development—taking it slow but making it count. Can’t wait to finally share the stuff we’ve been working on over the past three years." - Arianne Amante, Clocheflame Founder and CEO
Arianne Amante
Colourette Cosmetics
"Last year, Colourette introduced innovative product launches that surprised and connected well with our audience. We ended the year with an eye collection that made a full face of Colourette possible—and this is just the beginning.
In 2025, expect more from us. From lip and face products to unexpected additions, we’re committed to creating quality formulations that meet the needs of Filipinos. Designed for your budget, lifestyle, and the Philippine weather, our products are made to work for you. This year, we’re not just filling gaps—we’re elevating everyday beauty with products you can trust to deliver. 2025 is shaping up to be our most exciting year yet, and we can’t wait to show you what’s next." - Nina Ellaine Dizon, Colourette Cosmetics Founder and CEO
Nina Ellaine Dizon
Get Ready With Me (GRWM)
"This 2025, GRWM is all about going beyond what you already love about us. While we’re still deeply committed to our animal welfare and environmental advocacies, we’re strengthening even more on building and empowering our amazing community. This year, we want to celebrate the beautiful diversity of everyone in our circle and highlight that beauty is something deeply personal. At GRWM, we believe that everyone deserves to feel seen, heard, and supported. We’re more than just a brand—we’re your friend, here to cheer you on, understand your journey, and stick with you every step of the way.
We’re committed to continuously developing innovative products designed for Filipinos, while also making our mark globally and proudly showcasing to the world that F-beauty can shine in the global market." - Mae Layug-Madriñan, GRWM Cosmetics Founder and President
Mae Layug-Madriñan
Teviant
"2025 is all about making bold moves and leveling up! We're not just growing the team— we're expanding our retail presence and taking the Teviant experience to new heights. Our iconic The Ultimate Skin Master collection, loved by so many, will take center stage this year with exciting new surprises in store. But that’s not all— a cult favorite from the past is making a triumphant return, now better than ever with a fresh look and an upgraded formula. Get ready, because this year is going to be exciting!" - Albert Kurniawan, Teviant Beauty Founder and CEO
Albert Kurniawan with Teviant models
Lucky Beauty
"In 2025, Lucky Beauty will be everywhere. We continue to develop Lucky Charms that will let our muses feel empowered and inspired to live out their dreams by being their best selves. The goal has always and will always be a lifestyle shaped by beauty and energized with luck." - Paolo Salapantan, Lucky Beauty Co-founder and Managing Partner
Paolo Salapantan
Vice Cosmetics
"We see a continued increase in interest in the sun care category (different applications, textures, and formulations) and we are bringing to market products related to these. We are also focusing on developing formulations that deliver interesting textures and sensory experiences." - Cathy Lao, Vice Cosmetics Co-Founder
Cathy Lao
blk Cosmetics
"At blk, 2024 was a game-changer with a series of standout product launches that combined top-tier quality with effortless simplicity. Our mission remains clear: To streamline beauty routines with innovative, multi-tasking products. Expect long-lasting colors, enhanced efficiency, and products designed to make every woman’s beauty routine simpler, yet more powerful. The future of beauty is bold, uncomplicated, and blk." - Jacqe Yuengtian-Gutierrez, blk Cosmetics CEO and Co-founder
Jacque Yuengtian-Gutierrez, Anne Curtis, and Stephanie Abellada of blk Cosmetics
Lovely Causemetics
"For 2025, Lovely Causemetics has some really exciting things lined up! One of the major highlights will be a groundbreaking collaboration— we’re thrilled to share that we’re the first local makeup brand in the Philippines to team up with this global partner (we can’t reveal all the details yet, but it’s a big deal!).
Additionally, fans of our base products can look forward to more innovations in that category, as we’re committed to delivering the best foundation and complexion products tailored to our audience. Stay tuned for more surprises— we promise 2025 will be a memorable year for Lovely Causemetics!" - Lovely Geniston, Lovely Causemetics CEO and Co-founder
Lovely Geniston