The Best Beautycon So Far!

This is the best Beautycon so far by Watsons, SM Beauty, and Look at Me.

I mean, the first is definitely historical. The second was also ok. But this year, in contrast to the previous year, they’re back on the bigger first level of SMX. And I believe this edition also has the most number of booths / brand participant – at about 185!

I have attended all three in the past years, and this one is also most organized. With lots of cashiers, the most actually, long lines that tests the patience of customers are almost nill.

Marking the grand opening of BEAUTYCON 2026, key industry leaders and partners come together for the ceremonial ribbon cutting, led by AS Watson Group CEO Dr. Malina Ngai alongside executives from Watsons Philippines, brand partners, and Filipina global fashion and beauty icon Heart Evangelista.

Beautycon 2026

This year’s BEAUTYCON was made unique as it coincided with the 185th anniversary of AS Watson, the mother company of Watsons. Carrying the anniversary message, “Grow As One,” Dr. Malina Ngai, Group CEO of AS Watson graced the opening program of BEAUTYCON 2026.

“Beauty in the Philippines is vibrant, expressive, and joyful—and that spirit is exactly what we are celebrating today,” shared Dr. Ngai in her speech. “From our beginnings in 1841 as a small dispensary in Hong Kong, we have grown into the world’s largest international health and beauty retailer. But no matter how much we grow, our purpose remains the same: to put a smile on our customers’ faces, today, and tomorrow.”

Over 185 brands welcomed beautyholics to the event, coupled with informative programs, panel discussions, and workshops featuring the country’s most-beloved celebrities, beauty experts, and wellness personalities. These include Heart Evangelista, Piolo Pascual, Andrea Brilliantes, Catriona Gray, Alden Richards, Enchong Dee, Belle Mariano, Maris Racal, Barbie Imperial, Kylie Versoza, and two- time Olympic gold medalist Carlos Yulo.

Philippine Showbiz Hearthrob Piolo Pascual

In her opening speech for the convention, Kim Reyes, Director of Beauty Business Unit and Commercial Services Division of Watsons mentioned how BEAUTYCON is more than just products. “It has always been about people—the incredible community we have built with our partners who continue to innovate, inspire, and bring the best of beauty to our customers.”

Albert Kurniawan, Paul Nebres, Dr. Vicki Belo and Dr. Hayden Kho were some of the key figures that also took to the BEAUTYCON stage to share their expert insights and recommendations.

BEAUTYCON 2026 guests were treated to exclusive discounts, vouchers, and gifts with purchase, alongside creative, interactive booths as every brand mounted engaging concepts and activations. Attendees also enjoyed free derma consultations from volunteers of the Philippine Dermatological Society, adding an expert-led, skin-first experience to the event. 2026 BEAUTYCON also saw the debut of new products and launches across many of its participating brands.

In an effort to make the shopping experience seamless and enjoyable, BEAUTYCON 2026 featured multiple cashier stops throughout the 9,000 square-inch convention floor. Shoppers were also given the option to skip the line through the Watsons app’s Click & Collect feature.

BEAUTYCON 2026 is a definitive beauty event as it sets the beauty trends in real life through thoughtful and personality interactions with its community. Inspired by the inclusive and evolving definition of beauty shaped by Watsons’ 185-year legacy of innovation and expertise, BEAUTYCON 2026 accomplished its goal of championing a diverse and empowered beauty community.

Watch out for the next edition of BEAUTYCON! Follow @smbeauty, @watsonph, and @lookatme_ph on Instagram for more updates!