Philippines' value beauty brand by celebrity comedian Vice Ganda, launched 2017 with 88-peso lipsticks that democratised quality makeup for all Filipinos.
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See all ads on AdLibrary →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.
Vice Cosmetics leverages its founder's enormous Filipino celebrity platform — Vice Ganda is one of the country's most beloved entertainers — to generate organic reach that no paid budget could replicate. Facebook video campaigns featuring Vice Ganda's comedy and beauty content blend entertainment with product advocacy naturally. The 88-peso price point is consistently deployed as a conversion hook. See their ad archive at AdLibrary.
Facebook is Vice Cosmetics' highest-reach channel, aligned with its mass-market positioning and the demographics of Vice Ganda's fanbase. Instagram is used for product launches and beauty content targeting a slightly younger, more beauty-enthusiast audience. The founder's personal social accounts serve as additional unpaid advertising channels.
Core themes: beauty for everyone, accessible price without quality compromise, Vice Ganda's personal endorsement, and Filipino inclusive beauty values. The '88 pesos' origin story is a recurring brand equity narrative used in anniversary and milestone campaigns.
Vice Cosmetics shows that a celebrity founder in a market with strong parasocial relationships (Filipino celebrity culture) can build a mass-market brand faster and cheaper than any traditional ad spend approach. The brand's key insight was pricing as a statement of values — 88 pesos is not just affordable, it's a commitment that beauty belongs to everyone.
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