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.

Beautycon 2025 stage, where over 50 celebrities stood and talked about all things beauty

Beautycon 2025 happened from August 28 to 31 at the SMX Convention Center Manila, Function Rooms 1-5

Beautycon 2025, tagged Destination: Beauty,  proved to be the ultimate venue and the hottest event for every beauty fan last August 28 to 31, 2025, at the SMX Convention Center Manila. Watsons, SM Beauty, and Look At Me patrons were treated to an extravaganza made bigger and better—thanks to last year’s overwhelming turnout for the first-ever Beautycon. The beauty community, including celebrities, TikTok stars, and industry pioneers, gathered to celebrate the best in makeup, skincare, personal care, health & wellness, and more.

Beautycon 2025 LED tunnel entrance

Adding to the excitement, Watsons Club members, SM Advantage Card holders, and Look List loyalists enjoyed free entry to the event. Inside, over 160 brands showcasing makeup to fragrances, body care to hair care & styling, personal hygiene to health and wellbeing were present to give everyone exclusive discounts, bundles, gifts with purchases, and first dibs at the latest launches. Filipino beauty favorites and international brands all welcomed patrons to interactive booths and experiences that can only be executed at Beautycon 2025. It was an affair begging to be seen IRL and shared online immediately as the entrance featured a photo-ready LED tunnel while inviting pink archways and striking visuals greeted customers as they made their way to the second floor of the SMX Convention Center. Inside, a big boarding pass and a traveling postcard made for cute moments!

Philippine Dermatological Society booth at Beautycon 2025

Beautycon 2025 also teamed up with the Philippine Dermatological Society to offer free derma consultations for everyone in attendance. 

Senior Assistant Vice President for Marketing Communications, Public Relations, and Sustainability of Watsons Philippines, Ms. Sharon Decapia, expressed her excitement about the event’s success, saying: “We’re thrilled with this year’s Beautycon turnout. It was an ambitious project to bring together so many brands and a star-studded celebrity guest list, but it all came together.  We really saw how much our Watsons Club, SMAC, and LOOK At Me members enjoyed each zone and shopped for the best beauty finds. We’re looking forward to seeing everyone again in 2026 for an even better Beautycon experience.” 

Heart Evangelista joins Watsons for a live panel at Beautycon 2025.

Anne Curtis joins BLK Cosmetics for a live panel at Beautycon 2025.

Nadine Lustre visits the Luxe Organix booth at Beautycon 2025

Simultaneous to the shopping were hourly workshops, talks, and panel discussions featuring the most trusted names in beauty. Beautycon 2025 was a star-studded gathering thanks to Heart Evangelista, Anne Curtis, Kathryn Bernardo, Nadine Lustre, Julia Barretto, Solenn Heusaff, Shuvee Etrata, and Anthony Constantino, and more. Filipino beauty was also given the spotlight through a panel discussion with the leaders behind the biggest local beauty brands, where they discussed the future of F-beauty.

Jacqe Gutierrez (BLK Cosmetics & Happy Skin), Nina Dizon (Colourette) Joel Andrade (Issy Cosmetics), Mae Layug (GRWM Cosmetics), and Cathy Lao (Vice Cosmetics) during their live group panel photo-op at Beautycon 2025

4U2 booth at Beautycon 2025

Fwee booth at Beautycon 2025

In addition, Beautycon 2025 served as the grand unveiling of soon-to-launch brands that will be available at Watsons and SM Beauty stores nationwide like 4U2, Numbuzin, Fwee, Torriden, Chu Chu Beauty, Lucky Beauty, The Maverick, &Honey, 8 The Thalasso, Fino, and Watsons Hair System.  

Beautycon 2025 LED photowall

Beautycon 2025 may be over, but Watsons, SM Beauty, and Look At Me stay true to serving their customers all year round with only the best picks for every beauty category and for every type of lifestyle. The convention is but a way for the country’s biggest beauty retailers to show their appreciation and reaffirm their commitment to the Filipino beauty community. 

Beautycon will be back in 2026.

Follow @watsonsph @smbeautyph, and @lookatme_ph to stay tuned!

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