As a country with one of the highest number of beauty crowns won in history, to simply say that Filipinos are into beauty is an understatement. According to the recent report of Statista, the beauty and personal care market in the Philippines for the year 2024 alone is projected to generate a revenue of $6.4B. Meanwhile, the recent data from Shopee Philippines showed that beauty products are among the top-selling items in said shopping platform.
As we look forward to more beautiful and blooming days this 2025, let’s look back at some of the most significant happenings in the local beauty industry this 2024 and how they could affect the trends in the future. Through the power of the internet and social media, the exchange of cultural and beauty trends has never been easier. Google Trends report showed that Asoka makeup is one of the most searched terms and topics related to makeup this 2024. Inspired by the 2001 Indian film Asoka, the Asoka makeup trend that showcased the beauty of an Indian bride, hit the internet by storm with some local celebrities joining the craze by depicting the natural beauty of a Filipina. These celebrities include Marian Rivera, Ivan Alawi, and Alex Gonzaga. Meanwhile, singer Sabrina Carpenter also made a huge impact in the beauty industry. Her makeup and beauty look set the trends from her rosy cheeks and sunkissed glow to the Sabrina Carpenter Shangri-La haircut with her signature versatile curtain fringe. With Filipinos’ curiosity about how Sabrina looks on a normal day, the search term “Sabrina Carpenters without makeup” is among the top 10 related queries about makeup this 2024. Apart from Sabrina, American singer-songwriter Chappell Roan also influenced the beauty trends with her theatrical makeup aesthetics. Chapell Roan makeup tutorials hit TikTok while other Netizens searched for “Chappell Roan no makeup” on Googl