Indeed, it was bigger, bolder, and more beautiful than ever – Beautycon 2025, that is!
The biggest beauty event in the Philippines by Watsons, SM Beauty, and Look At Me made sure it cam back with a blast!
Beautycon 2025
Tagged Destination: Beauty, proved to be the ultimate venue and the hottest event for every beauty fan last August 28 to 31, 2025, at the SMX Convention Center Manila. Watsons, SM Beauty, and Look At Me patrons were treated to an extravaganza made bigger and better—thanks to last year’s overwhelming turnout for the first-ever Beautycon. The beauty community, including celebrities, TikTok stars, and industry pioneers, gathered to celebrate the best in makeup, skincare, personal care, health & wellness, and more.
Celebrity Influencer Small Laude @ the Beautycon 2025 Main Stage
Jonel Uy of Blogger Manila @ Beautycon 2025
Beautycon Celebrities
Simultaneous to the shopping were hourly workshops, talks, and panel discussions featuring the most trusted names in beauty. Beautycon 2025 was a star-studded gathering thanks to Heart Evangelista, Anne Curtis, Kathryn Bernardo, Nadine Lustre, Julia Barretto, Solenn Heusaff, Shuvee Etrata, and Anthony Constantino, and more.
Filipino beauty was also given the spotlight through a panel discussion with the leaders behind the biggest local beauty brands, where they discussed the future of F-beauty.
New Beauty Brands
In addition, Beautycon served as the grand unveiling of soon-to-launch brands that will be available at Watsons and SM Beauty stores nationwide like 4U2, Numbuzin, Fwee, Torriden, Chu Chu Beauty, Lucky Beauty, The Maverick, &Honey, 8 The Thalasso, Fino, and Watsons Hair System.
Adding to the excitement, Watsons Club members, SM Advantage Card holders, and Look List loyalists enjoyed free entry to the event. Inside, over 160 brands showcasing makeup to fragrances, body care to hair care & styling, personal hygiene to health and well-being were present to give everyone exclusive discounts, bundles, gifts with purchases, and first dibs at the latest launches.
Heart Evangelista with Watsons Philippines
Panel discussion of local beauty brands CEOs
Filipino beauty favorites and international brands all welcomed patrons to interactive booths and experiences that can only be executed at Beautycon 2025. It was an affair begging to be seen IRL and shared online immediately as the entrance featured a photo-ready LED tunnel while inviting pink archways and striking visuals greeted customers as they made their way to the second floor of the SMX Convention Center. Inside, a big boarding pass and a traveling postcard made for cute moments!
Beautycon also teamed up with the Philippine Dermatological Society to offer free derma consultations for everyone in attendance.
“We’re thrilled with this year’s Beautycon turnout. It was an ambitious project to bring together so many brands and a star-studded celebrity guest list, but it all came together. We really saw how much our Watsons Club, SMAC, and LOOK At Me members enjoyed each zone and shopped for the best beauty finds. We’re looking forward to seeing everyone again in 2026 for an even better Beautycon experience,” shared Ms. Sharon Decapia, Senior Assistant Vice President for Marketing Communications, Public Relations, and Sustainability of Watsons Philippines, expressing her excitement about the event’s success
Beautycon 2025 may be over, but Watsons, SM Beauty, and Look At Me stay true to serving their customers all year round with only the best picks for every beauty category and for every type of lifestyle. The convention is but a way for the country’s biggest beauty retailers to show their appreciation and reaffirm their commitment to the Filipino beauty community. Follow @watsonsph @smbeautyph, and @lookatme_ph
Target Pro by Watsons Booth Sales & Promotions offering discounts and deals
Nadine Lustre with Luxe Organix
Jonel Uy is the EIC of BloggerManila.com. Graduating from UP Diliman with a degree in Computer Science, he is also the Managing Director of #DigitalCircles.asia engaging and amplifying social media campaigns for brands. On Mondays, he teaches information technology classes at Grace Christian College.
Know more about him at JonelUy.com 