Young Filipina makeup lovers are mostly Gen Z and millennial women who want trendy color at a friendly price and shades made for morena skin. The brands here include Philippine labels like Sunnies Studios, Happy Skin, Vice Cosmetics, BLK Cosmetics, Colourette Cosmetics, Snoe Beauty and Issy & Co, plus Vietnam's M.O.I Cosmetics. Their ads show how celebrity founders, shade inclusivity and value messaging win attention in a crowded local beauty market.
Price matters, but so does looking current. This audience wants makeup that feels on trend without a premium-brand price tag.
Many Filipinas have morena skin tones and have long found shade ranges lacking. Brands like Colourette Cosmetics speak directly to this gap.
Anne Curtis with BLK Cosmetics, Vice Ganda with Vice Cosmetics and Ho Ngoc Ha with M.O.I show how personality-led brands draw fans in.
Happy Skin's makeup-that-doubles-as-skincare angle appeals to women who want benefits beyond color.
Beauty discovery happens on short video and creator content, where swatches and first impressions drive trial.
BLK Cosmetics is a Philippine DTC beauty brand co-founded in 2018 by actress Anne Curtis and Jacqe Yuengtian-Gutierrez. Targeting Gen Z and millennial Filipinas, BLK is known for its All-Day Wear Cushion and vivid lip collections, sold via DTC, Shopee, and Lazada. Also searched as BLK.
Colourette Cosmetics is a Philippine DTC beauty brand founded in 2015 by Nina Cabrera. Known for its inclusive shade range — particularly nudes and foundations for morena skin — Colourette has become a symbol of Filipino beauty diversity and is widely distributed on Shopee and Lazada. Also searched as Colourette.
Happy Skin is a Philippines DTC and retail beauty brand founded in 2014 by Jacqe Yuengtian-Gutierrez and Rissa Mananquil-Trillo. The brand pioneered the skincare-makeup category in the Philippines, formulating colour cosmetics — particularly lip products, foundations, and base makeup — with active skincare ingredients to benefit skin while wearing makeup. Happy Skin is sold through its DTC website, own stores, Watsons Philippines, and Rustan's.
Issy & Co is a Philippine minimalist clean beauty brand founded around 2018, offering curated everyday makeup essentials. It positions itself as a clean, fuss-free alternative to complex beauty routines, sold DTC via its own site and major Philippine marketplaces. Also searched as Issy &.
M.O.I Cosmetics is a Vietnamese DTC cosmetics brand founded in 2016 by superstar singer and model Hồ Ngọc Hà. The brand is known for bold colour cosmetics — particularly lip products — and positions itself as a premium Vietnamese alternative to imported K-beauty and Western cosmetics. M.O.I's celebrity founder gives it organic media reach and aspirational appeal with Vietnamese consumers. Also searched as M.O.I.
Sunnies Studios is the Philippines' most influential homegrown beauty and lifestyle brand, founded in 2013 by Bea Soriano-Dee, Eric Dee, Georgina Wilson, Jess Wilson, and Martine Cajucom-Ho. The brand launched with eyewear and expanded into beauty (Sunnies Face, debuted 2018) and cafes (Sunnies Cafe), creating a multi-vertical lifestyle brand known for its highly aesthetic product design and aspirational but accessible pricing for Filipino consumers. Also searched as Sunnies.
Vice Cosmetics is a Philippines beauty brand launched in September 2017 by celebrity comedian Vice Ganda. The brand became famous for its entry-level lipstick priced at 88 pesos — a deliberate affordability signal that positioned Vice Cosmetics as the beauty brand accessible to every Filipino. Despite the entry price, the brand maintains quality formulations and has expanded beyond lip products into a broader colour cosmetics range. Also searched as Vice.
Show the shade on real skin. Swatches across a range of tones, on morena complexions in particular, do more than any claim of inclusivity. Pair them with before-and-after looks and simple, fast tutorials that a viewer can copy the same day. Keep the offer clear and affordable. Bundles, starter sets and entry-level price points suit this buyer, and the best ads state the value without shouting. Local language and casual tone help the brand feel like a friend, not an institution. Use short vertical video. Get ready with me clips, product demos and creator reviews fit how this audience discovers makeup. Celebrity founders add reach, but the product still has to look good on camera. Make the next step easy. A direct shop link, a clear shade finder and visible stockist or delivery information remove friction for a shopper deciding on impulse.
Brands in this group differentiate in a few clear ways. BLK Cosmetics and Vice Cosmetics lean on celebrity founders and fan loyalty. Colourette Cosmetics builds on inclusive shades. Happy Skin pairs color with skin-friendly formulas, Issy & Co offers a minimalist clean routine, and Sunnies Studios ties beauty to a wider lifestyle look. M.O.I Cosmetics shows a similar celebrity-led model in Vietnam, useful as a comparison. Avoid generic Western-model visuals that do not reflect Filipina skin. Avoid vague claims about results, and avoid overcomplicated routines for a buyer who wants quick, wearable looks. When researching their ads, compare how each brand opens: creator voice, founder face, swatch grid or product demo. Track how often launches, bundles and shade expansions appear, and which call to action ends each ad. That gives you a working map of the angles already familiar to this shopper.
Sunnies Studios, Happy Skin, Vice Cosmetics, BLK Cosmetics, Colourette Cosmetics, Snoe Beauty and Issy & Co are Philippine brands in this group. M.O.I Cosmetics, from Vietnam, uses a similar celebrity-founder approach. Browsing each brand's ad library page shows whether it favors founder-led storytelling, shade-focused demos or value bundles.
Common tactics include shade swatches on morena skin, creator tutorials, celebrity founder appearances, and bundle offers at accessible prices. Short vertical video is a frequent format. Many also show quick before-and-after looks, which make results easy to judge in a few seconds of scrolling.
Fans already trust the founder's taste, so the brand starts with familiarity. BLK Cosmetics and Vice Cosmetics both use their founders' public profiles to draw attention, though the product still has to deliver. It works best when the founder's persona matches the brand's look and price, and the product itself earns repeat purchases.
Check the opening hook, the shades shown, the offer, and the call to action. Saving a brand's ads over time in AdLibrary helps you see which angles it keeps running. Saved comparisons make it easy to spot patterns, such as which brands launch new shades often or lean on bundles.
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