6 Influential Women on What's Next for F-Beauty

Nothing gives a Pinay beauty girl more pride and joy than seeing F-beauty brands and products taking over shelves – and her own beauty kit. There’s a rise in local beauty brands, for sure, and it can only get better from here on. Read more as influential women in the industry share their insights on the F-beauty boom and the trends shaping its future.

Pinay consumers are not afraid to demand what they deserve, and F-beauty brands are listening and taking notes.

“F-beauty products are now more accessible to Filipinas, especially compared to when I was a teen,” begins Ira Nopuente, a content creator and consultant, and former beauty editor and publicist. “Now, Pinays aren’t limited to the international brands – and they can purchase F-beauty products at different price points.”

“The rise of social media and e-commerce platforms has also made products more accessible, especially to the younger audiences,” adds Christine Ong, marketing director of Meinas Scalp Solutions. “I think the beauty industry in the Philippines has immense potential to grow – this is only the start of an exciting journey for the industry.”

Bianca Alexcis, a beauty content creator, agrees: “I don’t think it’ll be long until F-beauty gains traction globally,” she shares. “In fact, attention has already started trickling in."

“Filipino beauty lovers are much more informed now,” says Patricia Melliza, brand supervisor of Ever Organics, under the F-beauty cosmetics company Ever Bilena. “They’ve become more well-versed in skincare ingredients. Consumers nowadays come into stores knowing exactly what they want – they’ve already done their research on TikTok or Reddit. And they’re not afraid to call out a bad product."

Along with being more informed, Filipinos are making better beauty choices for themselves. “Consumers are now more conscious of the products they use and put on their bodies. They check the ingredients used and potential toxicity, and if it’s vegan, for example,” points out Shale Abao, a perfumer and founder of boutique perfumery Tadhana.

This applies to how consumers approach beauty and personal care, too. These days, most Filipinos know how to choose products that offer more benefits and with key ingredients targeted to their concerns.  

For hair, Filipinos would opt for a product that can address multiple concerns. Cream Silk Triple Keratin Ultimate Hair Fall Defiance Serum Conditioner, for example, is infused with biotin to help reduce hairfall, manage frizz, and make hair shiny all at once.

Other power-packed products that offer multi-benefits are Dove Cloud Self-Foaming Body Wash Ultra Moisture with Triple Ceramides, a body wash with 50 percent skin serum that helps promote soft and supple skin, and Closeup with Multivitamins+, which contains antibacterial zinc to protect teeth from cavities.

“I love how Filipino beauty brands are experimenting with different formulas – cream, liquid, gloss, oil, et cetera,” shares Paoie Minerales, a makeup artist and certified color analyst who’s worked and collaborated with top magazines and brands. “In terms of makeup colors, many F-beauty brands have also nailed shades that work great with Filipino skin tones.”

The future of F-beauty is bright, for sure. Filipinos are more mindful of their total personal care now (Scalp care! Sun care! Body care!) and prefer a more personal approach to beauty.

“I believe sunscreens will continue to be a big category,” says Patricia. “It’s a non-negotiable part of our skincare routines, especially for us Filipinos who are always under the sun!”

“I’m also seeing an opportunity in hair care,” says Ira. “It’s only a matter of time before brands respond to the demand for F-beauty haircare products that address Pinays’ specific hair needs.”

“The focus on scalp care in the Filipino beauty market will continue to grow, as more people realize that a healthy scalp is essential for strong, beautiful hair,” adds Christine. “Consumers are increasingly looking for natural, clean beauty solutions that can help them maintain a balanced and nourished scalp for healthier hair.”

“If in the past, the trend of fragrances was so that people feel they fit in, nowadays, it is so that they can uniquely express who they are,” explains Shale. “For fragrances, Asia is the fastest growing market for niche perfumes, and in the Philippines, more Filipino consumers are looking for something unique as a way to express oneself.” 

“We’ll have more F-beauty products enriched with locally available ingredients,” says Ira. “The Philippines has rich botanical resources, so there’s untapped potential for ingredient discovery and development."

“People are starting to appreciate the use of local ingredients like coconut oil and moringa,” points out Christine. “The focus on sustainable beauty also aligns with global trends.”

“There’s been a rise in the popularity of color analysis in the Philippines,” says Paoie. “More Filipinos are becoming more discerning of the makeup products that they buy – especially when it comes to shade match and colors that work for them.”

As opposed to just following what’s on-trend – be it a lipstick color or a makeup style, more consumers now value personalization or how a product suits them. “I think it’s likely that more people would like to be able to shop according to their color analysis, and eventually, their face and body analysis results, like how they’ve been doing it in Japan or Korea,” adds Shale.

“I think we’re going to see a lot more fun makeup, as the creativity in the beauty community itself grows,” says Bianca. “We’ll be moving past the basics and the ‘quick, easy, no-makeup makeup’ we used to do.”

She adds that brands will likely release more “morena-forward shade ranges.” Consumers with lighter skin tones can choose from K- or J-beauty, while those with deeper tones can lean toward F-beauty. “We have products and formulas that can go head-to-head with international brands already. Now we need a good USP – an extensive shade range that includes deeper tones, like many Filipinas have.”

It truly is a good time to be a Pinay beauty girl. The insights and predictions shared by these influential women show that F-beauty is a promising industry, and it’s only just getting started.