Cosmetics and personal care industry in the Philippines - statistics & facts

As a county with one of the highest numbers of beauty pageant crowns won in history, it was perhaps unsurprising that the beauty and cosmetics market continues to flourish in the Philippines. Along with the popularity of foreign skincare products comes the growing demand for cosmetic and personal care items suited for Filipino skin. While the majority of these products were sold in retail shops and malls, the ongoing coronavirus (COVID-19) pandemic and the country’s high internet penetration rate fueled growth in the e-commerce retail scene, further contributing to the growth of the country’s cosmetics market .

Changing trends during a global pandemic

The 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.

Retail scene and e-commerce boost

Even though most establishments were closed and only supermarkets were open due to the pandemic, the retail sales of non-food and non-alcoholic products such as cosmetics and personal care products still occurred mostly offline. The offline sales channel share of the beauty and personal care market accounted for almost the entire market. On the other hand, the online distribution channel has performed better compared to the previous year. A recent survey revealed that health and beauty products were the second most popular shopping category purchased on social media in the Philippines. It was estimated that the online distribution channel's market share would grow between 2021 and 2024, though the offline sales channel would continue to be the main purchase channel for beauty and personal care products.


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