The biggest beauty event in the Philippines by Watsons, SM Beauty, and Look At Me returned this year—bigger, bolder, and more beautiful than ever.
If there’s one beauty event you wouldn’t want to miss, it’s Beautycon 2025. With the theme Destination: Beauty, this year’s edition transformed the SMX Convention Center Manila into a beauty wonderland from August 28 to 31, 2025. And true to its promise, it wasn’t just an event—it was an experience.
From the moment you stepped into the LED tunnel entrance and passed through the pink archways, you knew you were in for something spectacular. With over 160 brands under one roof, celebrity sightings at every corner, and exclusive shopping deals you couldn’t find anywhere else, Beautycon 2025 cemented itself as the country’s ultimate beauty destination.
More Than Just Shopping
What made Beautycon extra special was the exclusive perks. Watsons Club members, SM Advantage Card holders, and Look List loyalists enjoyed free entry, plus first dibs on brand-new launches. From makeup and fragrances to health, wellness, and personal care, there was something for everyone.
Brands pulled out all the stops—interactive booths, bundles, freebies, and jaw-dropping discounts. And yes, it was 100% Instagrammable. The giant boarding pass and travel postcard photo spots were instant crowd favorites, proving that at Beautycon, shopping is just half the fun—the other half is making memories.
Beauty Meets Advocacy
Beyond the glitz, Beautycon 2025 also had a heart. Partnering with the Philippine Dermatological Society, the event offered free derma consultations to attendees. It was a reminder that beauty goes hand in hand with health and self-care—an advocacy that Watsons, SM Beauty, and Look At Me proudly stand behind.
Star Power Everywhere
This year’s guest list was nothing short of dazzling. From Heart Evangelista and Anne Curtis to Kathryn Bernardo, Nadine Lustre, Julia Barretto, and Solenn Heussaff, Beautycon 2025 was practically a who’s who of the Philippine beauty scene. Add in TikTok creators, rising influencers, and trusted beauty experts, and you’ve got a star-studded weekend that fans will be talking about for months.
The main stage was also a learning hub. Hourly workshops, talks, and panel discussions covered everything from skincare to the future of Filipino beauty (F-Beauty). Local beauty entrepreneurs took the spotlight too, proving that the industry isn’t just about trends—it’s about innovation and building global recognition.
The Big Reveals
If you love being the first to try new products, Beautycon 2025 was your paradise. The event marked the grand unveiling of international and local brands coming soon to Watsons and SM Beauty. Among them: 4U2, Numbuzin, Fwee, Torriden, Chu Chu Beauty, Lucky Beauty, The Maverick, &Honey, 8 The Thalasso, Fino, and Watsons Hair System.
It was the kind of insider scoop that made attendees feel like VIPs—because they were.
Why You Can’t Miss Beautycon 2026
Beautycon 2025 wasn’t just bigger than last year—it raised the bar for what beauty events in the Philippines can be. It was a weekend where beauty lovers, brands, and icons came together in one epic celebration.
And the best part? This is only the beginning. Watsons, SM Beauty, and Look At Me are already teasing an even bigger Beautycon in 2026. So if you missed it this year, mark your calendars—next year is your chance to experience the glam, the glow, and the greatness firsthand.
Follow @watsonsph, @smbeautyph, and @lookatme_ph for updates. Because trust us—you’ll want to be there when the beauty world gathers once again.
Beautycon isn’t just an event. It’s the destination. See you in 2026!
