by - March 29, 2024

Beauty enthusiasts and industry insiders alike are still buzzing with excitement following the culmination of Beautycon 2024: Journey Into Beauty, held from March 20-23, 2024, at the SMX Manila Halls 1 and 2. This event was powered by the top beauty retailers of the Philippines: Watsons, SM Beauty, and LOOK At Me. This four-day extravaganza exceeded all expectations, solidifying its status as the premier beauty event of the year.


Beautycon 2024 drew a crowd of almost 30,000 attendees across the four-day affair, with beauty lovers from all walks of life converging to celebrate the best of beauty. From the moment the doors opened, the atmosphere was electric, filled with anticipation and excitement for what awaited inside.


Members of Watsons Club, SMAC, and LOOK At Me were treated to exclusive benefits, including FREE admission to the event and special discounts, offers, and freebies from participating brands. This gesture of appreciation underscored Watsons, SM Beauty, and LOOK At Me’s Commitment to bring exciting member-exclusive perks to their loyal members.

With over 130 esteemed beauty and personal care brands participating, Beautycon provided attendees with an exceptional opportunity to immerse themselves in the beauty universe. From cosmetics to fragrances, skincare to haircare, attendees found themselves surrounded by a diverse range of products and experiences, ensuring a truly enriching and indulgent journey. Additionally, recognizing the importance of inclusivity, Beautycon featured a dedicated men's zone. This space catered to male customers, offering them their essential hygiene products and a relaxing atmosphere, acknowledging that men deserve to have their needs met in the beauty and personal care realm, too. Thus, there truly was something for everybody at Beautycon.


Attendees were delighted to experience a showcase featuring a blend of established favorites and emerging trends within the beauty industry. Filipino beauty brands such as Issy Cosmetics, BLK Cosmetics, GRWM Cosmetics, and Vice Cosmetics showcased local ingenuity with pride. Additionally, Asian cult favorites like Hada Labo, Rom&nd, and Laneige captivated attendees with their innovative offerings, demonstrating the dynamic and diverse landscape of beauty at the event. Moreover, premium brands from LOOK like Shiseido, Lancôme, Laura Mercier, and HUDA Beauty added an extra touch of luxury, further enriching the experience for attendees.

Beautycon was not just a celebration of beauty; it was a showcase of innovation. From cutting-edge skincare technologies to revolutionary beauty tools and accessories, attendees had the opportunity to discover the latest advancements in the industry.


Excitement surged to new heights as leading brands unveiled their star-studded line-up of celebrity endorsers in exclusive brand segments throughout the exhilarating four-day extravaganza. Imagine the scene: Gabbi Garcia's hair cascading like liquid gold for Pantene, Catriona Gray effortlessly commanding attention with her radiant presence for Creamsilk, and the unstoppable AC Bonifacio igniting the stage for Ready Set Glow. But wait, there's more!


Enter the scene-stealers: Michelle Dee, reigning as Miss Universe Philippines, exuding regal elegance for Kemans. Marco Gumabao, the epitome of suave, representing Fresh. Chesca Kramer, the embodiment of luxury, adding her touch of glam to Luxe Organix. Morissette hitting all the right notes of glamour for Flormar. Juan Karlos, effortlessly cool and charismatic, representing Str8. And let's not forget the stunning Janine Gutierrez, epitomizing sophistication and beauty for Bioten.


But amidst this constellation of stars, one name shone brightest: Heart Evangelista, the epitome of elegance and grace, gracing Beautycon as its esteemed special guest. Heart, with her magnetic charm and undeniable glamour, was the true highlight of the event, closing Beautycon with an unforgettable flourish that left attendees buzzing with admiration and awe.

Join the conversation and relive the excitement of Beautycon 2024 on social media using the official hashtags #Beautycon2024 #WatsonsPH #SMBeauty #LOOKAtMe and following the official accounts @watsonsph @smbeautyph @lookatme_ph.


Beautycon 2024: Journey Into Beauty may have come to a close, but the memories and experiences will continue to inspire and uplift beauty enthusiasts for years to come.


Artsy Ava

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