Maria Katrina Paras

Article (news)

Filipino Beauty Brands CEOs

<p><strong>F-Beauty</strong> is definitely in the midst of a glow-up, if it hasn’t been for a while. Gone are the days when we only had a handful of local brands to choose from, with our physical and digital retail spaces now filled with a healthy selection of Filipino labels. Not only are they on-trend, fun, and reasonably priced, but these local brands also often carry formulations and colors that cater to our skin type and tone. From simple upstarts, a lot of them have likewise gone global, proving that Filipino creativity definitely has international appeal.</p><p>With our country celebrating its 127th Independence Day this June 12, there’s no better time to celebrate these homegrown businesses. Here, we talked to some of the founders leading these innovative beauty outfits to ask them what products they’re loving right now. Whether you’re already a true-blue fan or you’re eager to explore the Filipino beauty scene, consider this list your patriotic introduction. </p><div><strong><br/></strong></div><div><strong>Clocheflame</strong></div><p><strong></strong>Embodying warmth and vitality, Clocheflame fashions itself as a “tropical-born beauty brand” that seeks to empower Filipinas to embrace their spark. It began as <strong>Arianne Amante-San Luis</strong>’ personal journal, which progressed into a blog that eventually evolved into a brand she founded with her best friend, <strong>Katrina Llegado</strong>.</p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1749712839863Clocheflame.jpg" style="width:700px" class="fr-fic fr-dib fr-rounded"/></div><p>For those new to Clocheflame, Arianne recommends starting with their Skincare Duo, the DND Sun (Daily Nourishing Defense Sunscreen), and TLC Spray. “It’s the perfect intro to the brand, and honestly, it&#x27;s where most people fall in love,” she declares. The sunscreen is packed with skincare ingredients and comes in a water-based formula that makes it light and comfortable for daily use.</p><p>Another top pick is their All Around Flush in Zodiac, which she shares looks great from morning till night. “It gives the prettiest berry flush that looks so effortless and natural,” she says of their multi-use tint.</p><div><em>Shop Clocheflame <a href="https://shopee.ph/clocheflameofficial" rel="noopener noreferrer" target="_blank">here</a>. </em></div><div><strong><br/></strong></div><div><strong></strong></div><div><strong>Ever Bilena</strong></div><p>With decades under its belt, Ever Bilena is truly one of F-Beauty’s legacy brands. Founded in 1983 by Dioceldo Sy, it has long had a loyal following, likewise birthing a slew of sister brands like Spotlight, Careline, Hello Glow, and more. But there’s a special place in the cultural consciousness for the original, which has since found a new audience amongst Gen Z. </p><p> One person helping the company thrive in the TikTok era is Dioceldo’s daughter Denice, who works as Ever Bilena’s Chief Sales &amp; Marketing Officer. She’s thrilled to see younger consumers embrace their products, not merely out of nostalgia, but because they’ve become a part of their daily routines.</p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1749713118838Ever Bilena.jpg" style="width:700px" class="fr-fic fr-dib fr-rounded"/></div><p>She reveals that one of their bestsellers is the Ever Bilena Face Powder. “People have used it when working out, during long days under the sun (of course with SPF underneath), or long commutes. It really, really helps absorb oil effectively and keeps skin matte, but not flat,” she declares. And while the product has been around for 20 years, she proudly notes they were ahead of the curve, enhancing their powder with Vitamin E long before skincare-infused makeup became a trend.</p><p>Another personal favorite is their Glazed Lip Booster, especially in the shades Iced Berry and Berry Kiss. “It’s the perfect melting lip gloss in a stick, but stable and fitting for the Philippine climate. It has a minty sensation that makes me feel refreshed every time,” says Denice.  </p><div><em>Shop Ever Bilena </em><a href="https://shopee.ph/everbilenaph" rel="noopener noreferrer" target="_blank"><em>here</em></a><em>. </em></div><div><br/></div><div><em></em><strong>GRWM Cosmetics</strong><em></em></div><p>Wanting to address gaps in the local makeup industry, Mae Layug decided to create GRWM Cosmetics in 2021. Since then, it’s made waves for its commitment to shade inclusivity, sustainability, and has gained a cult following amongst beauty lovers.</p><p>When asked what her all-time favorite is, Mae shares that it is their Milk Tint, which was actually their flagship product when they launched. “It’s a multi-use formula that works beautifully on the lips, cheeks, and even the lids. The texture is beginner-friendly, easy to blend, and the pigment stays on all day,” she states. </p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1749713841556GRWM.jpg" style="width:700px" class="fr-fic fr-dib fr-rounded"/></div><p>“I specifically love the shade Fruit Tea and other red-toned shades because they complement morena skin tones like mine so well and give that natural, sun-kissed flush I personally love,” says Mae. The creamy tint currently has 20 shades, and is set to launch even more colors soon.<em><br/></em></p><div><em>Shop GRWM Cosmetics </em><a href="https://grwmcosmetics.com.ph" rel="noopener noreferrer" target="_blank"><em>here</em></a><em>. </em></div><div><strong><br/></strong></div><div><strong>Happy Skin</strong></div><div>Even before the current wave of cool local brands happened, there was Happy Skin. As its name implies, the brand’s goodies are packed with skin-loving ingredients that both care for and enhance one’s features and complexion. <img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1749714620335Happy Skin.jpg" style="width:700px" class="fr-fic fr-dib fr-rounded"/></div><p>Co-Founder and CEO Jacqe Yuengtian-Gutierrez says that one of her go-to products now is their newest Lip Oil Stick, especially in the dusty rose shade of Euphoria. “It keeps my lips super moisturized and gives that perfect MLBB vibe. I can swipe it on all day and it never gets too heavy – just smooth, natural-looking lips every time,” she shares.</p><p>With the formulation, they were able to achieve a nourishing feel that was glossy but not sticky. “This is basically my dream lip product, and I knew other dry lips girlies would get it too,” she declares. Infused with jojoba, almond, macadamia seed oils, hyaluronic acid, squalane, and more, it has a featherlight texture that gives puckers a dewy radiance. <em><br/></em></p><div><em>Shop Happy Skin </em><a href="https://happyskincosmetics.com" rel="noopener noreferrer" target="_blank"><em>here</em></a><em>. </em></div><div> </div><div><strong>Human Nature</strong></div><p>Established in 2008 by Anna Meloto-Wilk, her husband Dylan Wilk, and sister Camille Meloto-Rodriguez, Human Nature is one of the country’s leading home and personal care brands. But more than that, it’s also a social enterprise with various sustainability, fair-trade, and recycling initiatives in place to support farmers and protect the environment. The brand likewise has a pro-poor approach, keen on providing good wages, benefits, and support to its employees. </p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1749714859461Human Nature.jpg" style="width:700px" class="fr-fic fr-dib fr-rounded"/></div><p>Anna shares that of late, she’s become more intentional with her skincare routine and loves that their brand is genuinely natural and free from harmful chemicals. The company president and mother-of-6 loves their Vitamin C Radiance Serum, which helps even out her skin tone with a stable, gentle, and moisturizing formulation. Another fave is the Ceramide Skin-Renewing Night Cream. “My go-to for repairing my skin barrier because perimenopausal skin is so dry and thin these days, and this gives it the safe and deep nourishment it needs,” she says.  </p><div><em> Shop Human Nature </em><a href="https://humanheartnature.com" rel="noopener noreferrer" target="_blank"><em>here</em></a><em>. </em></div><div><strong><br/></strong></div><div><strong>Issy</strong></div><p>Despite being a relative newcomer, Issy’s bold aesthetic direction and consumer-focused approach have set it apart as a true game-changer. Co-founded by Jasmine Ang Chua, along with Joel Andrade, the brand spotlights authenticity, confidence, and self-expression, be it through customizable makeup palettes or their wide range of complexion products. </p><div>For Issy’s CEO, Jasmine, what really tickles her fancy is the brand’s newly-launched fragrance collection. Encased in modern, minimalist flacons, the line debuts with three scents that do make a statement on their own, but become a form of olfactive poetry when layered.<br/><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1749715023645Issy.jpg" style="width:700px" class="fr-fic fr-dib fr-rounded"/></div><p>There is<a href="https://issycosmetics.com/products/492" rel="noopener noreferrer" target="_blank"> 492 Scent of Possibility</a>, an airy and clean scent punctuated with the brightness of citrus notes and bolstered by a floral heart. On the other hand, <a href="https://issycosmetics.com/products/551" rel="noopener noreferrer" target="_blank">551 Scent of Familiarity</a> is a bit flirtier and more playful with notes of green apple, jasmine, bergamot and musk. Lastly, <a href="https://issycosmetics.com/products/030" rel="noopener noreferrer" target="_blank">030 Scent of Intensity</a> is dense and sensual, captivating with the scent of black cherry, incense, rosemary, saffron, and leather.  </p><p>“The new Issy Eau de Parfum is my favorite because it marks a shift—not just for the brand, but for me. It’s Issy moving beyond what’s seen into what’s felt. Intimate, layered, and rooted in connection—it captures everything I believe beauty should be,” she shares. <em><br/></em></p><div><em>Shop Issy </em><a href="https://issycosmetics.com" rel="noopener noreferrer" target="_blank"><em>here</em></a><em>. </em></div><div><strong><br/></strong></div><div><strong>Pili Ani</strong></div><p>Pili Ani is a brand that endeavors to go beyond skin deep. And while they are known for their innovative use of pili and elemi oils, they’re just as respected for their sustainable farming practices and commitment to the community. Founded by Rosalina Tan, with her daughter Mary Jane, Pili Ani has since grown to offer skincare, makeup, and even hair and body care.</p><p>Even after many years, Rosalina still feels a personal connection to their Facial Moisturizer Creams, recalling the early days of testing prototypes with her daughter. “We weren’t just thinking about moisture and texture. We were thinking about resilience. We wanted something we would genuinely reach for every day,” she shares. </p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1749715421436Pili Ani.jpg" style="width:700px" class="fr-fic fr-dib fr-rounded"/></div><p>And while each cream begins with their signature pili oil, they are made even more special with the infusion of botanicals like beetroot for intense hydration, Vitamin C for radiance, and oat extract for softness and calm. </p><p>Rosalina shares how people would come up to her raving about the product. “I’ve had people tell me their skin felt tired or dry, and then after using the cream, it’s like it found its way back. It reminds me why we started Pili Ani in the first place: to create skincare that feels like home. Something so deeply rooted in our land and designed with real people in mind,” she states.</p><div><em>Shop Pili Ani <a href="https://piliani.com.ph" rel="noopener noreferrer" target="_blank">here</a>. </em></div><div><strong><br/></strong></div><div><strong>Strokes</strong></div><p>Known for the perfectly defined arches of celebrities and the city&#x27;s social set, Momoi Supe made a name for himself as Manila’s foremost brow expert. He has then parlayed that into a successful beauty brand called Strokes, which carries a gorgeous suite of innovative cosmetics.</p><p>Nonetheless, if he had to pick a favorite, Momoi does have a soft spot for their Microblade Pen Hybrid. “What really stands out to me is how reliable and effortless it is to use. The ultra-fine tip creates the thinnest, most precise hair-like strokes I’ve ever seen—perfect for mimicking natural brow hairs. The bleed-proof, waterproof formula delivers up to 36-hour wear, so I know my brows will stay budge-proof all day (and night),” he declares. </p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1749715674453Strokes.jpg" style="width:700px" class="fr-fic fr-dib fr-rounded"/></div><p>He also loves its dual-ended hybrid design, with one end for quick brow filling, and another for detailed, micro-blade worthy strokes. According to Momoi, he wanted to create a tool that could channel the artistry of microblading, but for everyday use. “It’s all about elevating brow definition while making it accessible to everyone.” <em><br/></em></p><div><em>Shop Strokes </em><a href="https://www.strokes.ph" rel="noopener noreferrer" target="_blank"><em>here</em></a><em>. </em></div><div><br/></div><div><strong>Teviant</strong></div><p>With 18 years as a makeup artist to the country’s hottest celebrities and prettiest brides, you can trust that Albert Kurniawan knows more than his fair share about how to make people look their most radiant. He’s since channeled that expertise by launching Teviant, a line of sophisticated and innovative cosmetics catered to modern women. </p><div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1749715902530Teviant.jpg" style="width:700px" class="fr-fic fr-dib fr-rounded"/></div><p>When asked what his favorite is, he shares that it is The Ultimate Skin Master collection, which took six years of R&amp;D to perfect. “I always dreamed of creating a complexion product that could truly serve the needs of most Filipinas: something versatile, high-performing, and built to withstand our tropical weather,” he discloses. </p><p>The line starts with a lightweight Radiant Primer, which blends well with their blendable and long-lasting foundations. These are complemented by the Concealers, which provide great coverage even with just a few dabs. Lastly, the Loose Powders, which come in translucent, skin tone, and pink variants, provide the finishing touch. </p><div><em>Shop Teviant </em><a href="https://teviantbeauty.com" rel="noopener noreferrer" target="_blank"><em>here</em></a><em>. </em></div>

<p>With our country celebrating its 127th Independence Day this June 12, there’s no better time to celebrate these homegrown beauty businesses!</p>

With our country celebrating its 127th Independence Day this June 12, there’s no better time to celebrate these homegrown beauty businesses!

Pinoy Pride: The Go-To Products of Filipino Beauty Bosses

People

Fashion

Beauty

Wellness

Travel

Culture

Living

Food

Weddings

Beauty

Pinoy Pride: The Go-To Products of Filipino Beauty Bosses

Mariane Perez

Published June 12, 2025 12:30 PM PHT

|

Updated June 12, 2025 04:17 PM PHT

Read More:

2025

Beauty

Filipino Beauty Brands CEOs

Clocheflame

Ever Bilena

GRWM Cosmetics

Happy Skin

Human Nature

Issy

Pili Ani

Metro.Style is your go-to destination for all things chic and stylish—featuring the latest in fashion, beauty, lifestyle, celebrity news, and inspiring stories. It's your curated guide to living your best life.

NPC Seal of Registration

Privacy Policy

AI Policy

Terms of Service

Advertise with Us

© 2026 ABS-CBN Corporation. All Rights Reserved.

NPC Seal of Registration

Privacy Policy

Terms of Service

AI Policy

Advertise with Us

© 2026 ABS-CBN Corporation. All Rights Reserved.

NPC Seal of Registration

Privacy Policy

Terms of Service

AI Policy

Advertise with Us

© 2026 ABS-CBN Corporation. All Rights Reserved.