Christy Balita
Research expert covering the Philippines
Cosmetics and personal care industry in the Philippines - statistics & facts
As a country with one of the highest numbers of beauty pageant crowns won in history, it is perhaps unsurprising that the beauty and cosmetics market continues to flourish in the Philippines. Along with the popularity of foreign skincare products comes the growing demand for cosmetic and personal care items suited for Filipino skin. While most of these products were sold in retail shops and malls, the country’s high internet penetration rate fueled the retail e-commerce scene, further contributing to the growth of the country’s cosmetics and personal care markets.
Meanwhile, due to brand familiarity, the skincare and cosmetic market has been dominated by global market leaders, particularly American and French brands. Demand for Asian brands, however, has been growing recently, which makes up most of the cosmetic product imports. The majority of cosmetic imports to the Philippines were supplied by Thailand, which includes popular brands such as Snail White, A Bonne Spa Milk Salt, and Mistine. Korean beauty products were also popular among male and female Filipino skincare users, mainly due to positive recommendations from friends and family, good reviews from websites, and their favorite vloggers or influencers.
Aside from foreign labels, a rise in local beauty brands has been observed recently. This includes Colourette Cosmetics, Happy Skin, Issy & Co., BLK Cosmetics, and Sunnies Face. Several beauty influencers and vloggers have also started beauty and skincare brands to cater to the growing demand for products that complement the morena or tan-skinned beauty. In 2021, every Filipino spent nearly five U.S. dollars on skincare items, with forecast expenditures reaching more than six U.S. dollars in 2026.
Meeting the Filipino beauty standards
The cosmetics and personal care market in the Philippines includes various brands and products that supplement the varying customer needs. Across segments, personal care contributes the highest share of revenue, followed by skincare. Leading personal care brands were Colgate, Cream Silk, and Green Cross, alongside shampoo and body wash labels.Meanwhile, due to brand familiarity, the skincare and cosmetic market has been dominated by global market leaders, particularly American and French brands. Demand for Asian brands, however, has been growing recently, which makes up most of the cosmetic product imports. The majority of cosmetic imports to the Philippines were supplied by Thailand, which includes popular brands such as Snail White, A Bonne Spa Milk Salt, and Mistine. Korean beauty products were also popular among male and female Filipino skincare users, mainly due to positive recommendations from friends and family, good reviews from websites, and their favorite vloggers or influencers.
Aside from foreign labels, a rise in local beauty brands has been observed recently. This includes Colourette Cosmetics, Happy Skin, Issy & Co., BLK Cosmetics, and Sunnies Face. Several beauty influencers and vloggers have also started beauty and skincare brands to cater to the growing demand for products that complement the morena or tan-skinned beauty. In 2021, every Filipino spent nearly five U.S. dollars on skincare items, with forecast expenditures reaching more than six U.S. dollars in 2026.
Diversified retail scene
The retail sales of non-food and non-alcoholic products such as cosmetics and personal care products still mainly occurred offline. The offline sales channel share of the beauty and personal care market accounted for almost the entire market. Meanwhile, the online distribution channel performed better than the previous year. A recent survey revealed that health and beauty products were the second most popular shopping category purchased on social media. Cosmetics and skincare brands have partnered with online influencers to promote their products and raise awareness. It was estimated that the online distribution channel's market share would grow between 2021 and 2024, though offline sales would continue to be the primary purchase channel for beauty and personal care products.
