By Zsarlene B. Chua
FROM choosing shades that suit their skin tone to building a makeup kit that fits in a handbag or a carry on, Filipino beauty consumers are getting more say in what goes into their routines. Local brands are responding with stackable, customizable makeup that offers a middle ground between ready-made palettes and building a collection from scratch.
The format is not new to the global beauty industry. Magnetic palettes such as Z Palette, launched in 2009, helped popularize the concept, while brands like Subtl Beauty later explored stackable, customizable makeup in the US. Its growing presence in the Philippines in recent years, however, points to a market increasingly interested in personalization, practicality, and self-expression.
“Filipino beauty consumers have become so much more knowledgeable about makeup,” Mae Layug-Madrinan, founder, chief executive officer (CEO), president, and chief product officer of GRWM Cosmetics told BusinessWorld in an e-mail interview. Where the familiar everyday combination was once “gandang pulbo at lip tint (nice powder and lip tint),” consumers are now experimenting with color and learning which shades complement their skin tone and undertone.
Social media has helped accelerate the shift, Ms. Layug says, exposing consumers to international beauty trends and tutorials. Color analysis has also encouraged them to be more deliberate about their choices.
For GRWM, this thinking informed its customizable Quad Goals palette, launched in June 2023, followed by the Face Card collection in November 2024, which allows users to build a full-face palette. Rather than buying a large palette and using only a handful of shades, consumers can select products they are more likely to finish.
Ms. Layug sees this as an opportunity to combine experimentation with more mindful consumption. Magnetic cases and replaceable pans can help reduce packaging waste and prevent unused shades from languishing in drawers.
“Makeup is not one size fits all,” she said. “You’re not adjusting to the product. The product adjusts to you.”
The appeal, however, goes beyond having complete control over every shade. For some brands, the challenge is making customization accessible even to beginners who may not know how to assemble a cohesive palette.
Vice Cosmetics takes a more guided approach with its newly launched Lierge collaboration (see the related story), created together with beauty content creator Lierge Perey. Instead of offering individual shades for consumers to mix and match from scratch, the collection uses curated color combinations that can be stacked in a magnetic case.
“We don’t want you to be overwhelmed with too many choices, but then you still have freedom to put them together,” Cathryn Lao, Vice Cosmetics co-CEO told BusinessWorld on the sidelines of its launch on Oct. 15 in Makati City.
The idea is to let consumers combine ready-curated palettes according to their preferences, whether they want several eyeshadow palettes or a mix of products. Slim packaging also makes the collection portable, allowing users to bring only what they need.
The approach reflects a broader understanding that customization need not require professional makeup knowledge. Consumers can enjoy a degree of creative control without having to build a color story entirely on their own.
Careline’s similarly recently launched Stack & Go follows a similar emphasis on convenience. Carmen Torralba, brand manager of Careline, said the product was designed around the realities of Filipino life, where long commutes, work, school, and social commitments can all happen in one day.
For Ms. Torralba, the appeal also reflects a more intentional approach to spending. Consumers are evaluating products not just by price, but by versatility and how well they fit their needs.
“Rather than settling for fixed sets with shades they’ll never use, customizable, stackable makeup helps them create a routine around what they actually wear,” she said in an e-mail interview.
And this is what matters in a crowded market where consumers are stretching their budgets and choosing among increasingly affordable local and imported brands. Customizable makeup may not necessarily mean buying less; it means making purchases more relevant to individual needs.
The format also gives local brands another avenue for innovation. Ms. Torralba believes Philippine beauty, or P-Beauty, can develop an identity that is playful, practical, and rooted in Filipino lifestyles.
As in life, there’s no telling how long this trend will last, but it shows how Filipino beauty, now having its moment worldwide alongside the broader Filipino culture, is evolving beyond the number of shades or categories available. Millennials who grew up in the full-glam 2016 beauty era now have years of experience and knowledge under their belts, while younger consumers have a wealth of beauty content at their fingertips. Both generations have more power of the purse and power of choice when it comes to what they want from their products. At the end of the day, customizable makeup reflects a desire for both choice and convenience, helping Filipinos express themselves while spending more thoughtfully.
Zsarlene B. Chua is a former BusinessWorld reporter. She is all about skincare, makeup, and video games — and occasionally food. Contact the author at zsarlene.chua@gmail.com.