Changing trends during a global pandemicThe pandemic-induced restrictions in 2020 fundamentally changed consumer attitudes towards cosmetics and personal hygiene products in the Philippines. Due to limitations on movement and home office schemes, personal care products were drastically deprioritized in favor of more essential goods such as food and beverages. Meanwhile, consumers who continued purchasing such products were slowly leaning towards natural and cruelty-free products. Currently, certain trends on organic beauty, skin minimalism, and at-home beauty devices shape the country’s cosmetics market.
While international brands remain popular nationwide, a rise in local beauty brands has been observed in recent years. This includes Colourette Cosmetics, Happy Skin, and Sunnies Face. Several beauty vloggers and influencers have also started beauty and skincare brands to cater to the growing demand for such products that complement the morena or tan-skinned beauty.