Market Intelligence
Cosmetics and Toiletries Philippines Investment

Philippines' Cosmetics and Skincare Products

Demand for personal care products in the Philippines continues to increase as the young adults focus on maintaining a healthy appearance. Approximately 2% to 5% of the total population (110 million) can afford higher-end products.  These upper-class consumers will search for items through third-party agents who source items from abroad.  

Women make up 54.6% of the total population and most women are in the working class, aged 19 to 64.  Social media significantly influences beauty and personal care product purchases and brands partner with local endorsers and influencers to promote their products and create brand awareness.  

Traditional distribution channels like supermarkets, hypermarkets, drug stores, mall kiosks, specialty stores, and convenience stores dominate overall sales in the Philippines. Ecommerce platforms like Lazada and Shopee and online stores on social media sites, Facebook and Instagram, drive strong sales.  

The market is dominated by large players Johnson and Johnson, Shiseido, Estee Lauder Companies, L’Oreal, Unilever, and Procter & Gamble.  International brands dominate the market: American skincare brands with 35% market share, Korean and Japanese skincare products with 34% and 20% of the market, respectively.  Popular Korean skincare brands are Innisfree, CosRx, Laneige, Banila Co., and dear Klairs. There is also a rise in demand for local brand make-up lines, like Sunnies Face, BLK, Colourette Cosmetics, and Happy Skin.

Both male and female consumers are looking for imported and local brands containing active ingredients that will help them maintain a healthy appearance as well as protect their skin from toxic pollutants in the environment. Products containing active ingredients like Niacinamide, Hyaluronic Acid, Salicylic Acid, and Retinol are gaining popularity and some of the popular foreign brands are The Ordinary, Paula’s Choice, Goop, and CeraVe.  

The Philippines is a highly price-sensitive market.  Readily available skincare products are in the $5-$10 range.  Older consumers prefer U.S. brands due to brand familiarity while millennials and the Gen Z populations are more inclined to purchase products from Korea and Japan. U.S. manufacturers should consider a robust marketing campaign to create brand awareness.

Philippine Beauty Trade Shows:
Dates: July 20 – July 22, 2022
Organizer: Informa Marketing/UBM Exhibitions Philippines

Beauty and Wellness Manila 
Dates: TBD, last show was held from September 23-25, 2021
Organizer:  Global-Link MP Events International, Inc. 

Trade Association
Chamber of Cosmetics Industry of the Philippines 

For more information, contact Commercial Specialist Katrina Domingo at