The Future Is Now: How Filipino Beauty Brand Founders Are Taking F-Beauty Global

There’s a reckoning happening in the beauty space. 

Gone are the days when Filipinos were mere consumers, going abroad to scour for the latest beauty finds, and our vanities were filled with products from imported labels. Today is an entirely different ball game, because Filipinos are no longer just consumers, but creators, founders, and innovators shaping the future of beauty.

Much like how Allure Philippines has sparked a global movement since its launch—most recently with global girl group Katseye as cover stars of its Volume 4 print issue—F-Beauty is also stepping confidently onto the global stage. 

At the center of this was the first-ever Allure Beauty Lab, a content-led, interactive beauty playground. 

There, we caught up with eight homegrown beauty brand founders—Aleah Sia of Popique, Alex Javier of Dala Global, Charmaine Palermo of Posh Skin Co., Margaux Arambulo-Lucena of Dermtropics, Mikka Marcaida of Faboulash, Paul Nebres of Betterhair, Rachel Ang of The Sun People, and Renato Lopena Jr. of Wren Atelier—to discuss the innovations shaping F-Beauty and the role Filipino beauty brands are playing in the global beauty conversation.

Read on to discover how Filipino beauty brand founders are driving the next chapter of F-Beauty.

Mikka Marcaida, founder of Faboulash

Drew Co

How do you see F-Beauty evolving within the global beauty landscape, and what innovations or trends do you think will shape its future?

We’ve evolved tremendously in the past decade, and what stands out to me most is how unapologetically Filipino our brands have become. Ten years ago, a lot of local beauty brands were still trying to mirror what was already out there internationally. Now, we’re owning our identity and you can see it in the way brands actually launch and present their products, from the storytelling to the visuals to the pride we put into saying “This was made by Filipinos, for Filipinos, and now for the world.” 

That shift from imitation to identity is, to me, the biggest evolution F-Beauty has gone through, and I think it’s exactly what will keep shaping its future, brands leading with who we are instead of who we’re trying to be.

How do you think F-Beauty will play in the future of global beauty and how can Filipino brands like Faboulash make their mark internationally? 

I genuinely believe our biggest competitive edge is that we build products for real, tropical, humid-weather conditions, the kind of climate a lot of global brands simply don’t design around. If a product can hold up in Philippine heat and humidity, it can hold up almost anywhere, and that’s not a small thing. For Faboulash specifically, that means our lashes have to stay lightweight and secure the whole day, which pushes us to build high-performing products rather than just good-looking ones.

That’s how I think Filipino brands can make their mark internationally not by competing on hype, but by proving our products are built for real-world conditions many other markets are only just starting to deal with as climates shift.

Paul Nebres, founder of Betterhair

Excel Panlaque

How do you see F-Beauty evolving within the global beauty landscape, and what innovations or trends do you think will shape its future?

Now, makeup-wise, we can compete with international brands. I can confidently say that we all know that our brands here in the Philippines are doing good and work well for its price. It’s really good. 

But for haircare, I’m so happy that finally we’re starting to embrace hair care as well. Because before, it’s just makeup, skin care, and we’re lacking representation with hair. And now, with us, Betterhair, also [with] other brands starting to pop up, I hope there’s more with hair.

How do you think F-Beauty will play in the future of global beauty and how can Filipino brands like Betterhair make their mark internationally? 

The uniqueness that we have [as] Filipinos, we’re all competitive. We all know that, [think of] beauty pageants. So product-wise or brand-wise, we can compete with different brands. And quality-wise, because we all know [about] our weather here, so weatherproof, the price range [too], we can compete with those big brands that are very expensive.

But we all know that we don’t really need expensive products just to achieve what we want. Now, we have brands that you can afford and it will work on your everyday look. 

Rachel Ang, co-founder of The Sun People

Excel Panlaque

How do you see F-Beauty evolving within the global beauty landscape, and what innovations or trends do you think will shape its future?

I definitely think that Filipino beauty has evolved over the last 10 years already. We have shown what we’re capable of. And right now with our access to globalization, new technologies, and new ingredients as well,there is a lot that we can actually prove.

For example, Sunnies [Face] and Issy, they’re local brands, but they’ve shown how they can be global as well. They have really good branding. They have really good products, very competitive pricing. And they make things accessible for Filipinos. And I think that’s very important.

How do you think F-Beauty will play in the future of global beauty and how can Filipino brands like The Sun People make their mark internationally? 

Well, first of all, if I’m speaking from the perspective of The Sun People, we really wanted to solve problems that we have here in the Philippines. And by doing that right now, we’re actually getting a lot of inquiries from abroad because, the problems that we have here, it’s also being experienced in countries like Indonesia, in countries like even in the US, Australia. 

By us being here and by us being aware of what our problems are, what our limitations are in solving those problems, we can reach a global market.

Aleah Sia, founder of Popique

Excel Panlaque

How do you see F-Beauty evolving within the global beauty landscape, and what innovations or trends do you think will shape its future?

There’s a lot of potential for the Filipino beauty scene on a global scale because for most we’re a country who really appreciates olive undertones so that’s something even those outside of the Philippines really treasure. And in terms of  humidity and [being] under the heat, that’s something that we really focus on and making sure our makeup lasts all day because girl, it’s so hot underneath the sun! 

What role will F-Beauty play in the future of global beauty, and how can Filipino brands like Popique make their mark internationally?

Well, there’s definitely a lot of room for Filipino beauty brands to open in the market. First of all, we’re very affordable, which even people outside this country would really appreciate. In terms of Popique, we’re always open to releasing more skin shades. That’s something we’re currently developing. So there’s a lot to explore and we’re super excited! 

Alex Javier, founder of Dala Global

Drew Co

How do you see F-Beauty evolving within the global beauty landscape, and what innovations or trends do you think will shape its future?

So a lot of the innovations have to do with the value that beauty provides. So, for Philippine beauty or Filipino beauty, we’re more particular with the value that products give us. So it’s not just about innovation, it’s how it adapts into our lives rather than us adjusting to it as consumers.

And on the global stage, I think that it’s about time. There was a time that F-Beauty was non-existent and sobrang stagnant. And then we have uplifted ourselves so much that we can rival brands that are international. Seriously, it’s about time. 

What role will F-Beauty play in the future of global beauty, and how can Filipino brands like Dala Global make their mark internationally?

Oh my God. Much like Katseye, I think there’s so much to bring to the world stage. Because we adapt, we are challenged, and we are so creative. That’s what we bring to the global stage as [part of] F-Beauty.

Margaux Arambulo-Lucena,co-founder of Dermtropics

Excel Panlaque

How do you see F-Beauty evolving within the global beauty landscape, and what innovations or trends do you think will shape its future?

For me, right now as an F-Beauty founder, I noticed that the consumers are really looking for authenticity. They really want brands that they can really resonate well with. It’s really connecting with the brand. And F-Beauty right now is also about, not only resonating with the brand, but gaining trust.

So people right now are really about clinical studies. I’ve noticed the consumers right now, they’re very particular with ingredients as well, especially for personal skin care, for personal care. Our consumers read the ingredients and how it will really benefit their skin and health long term. It’s really about wellness right now. 

How do you think F-Beauty will play in the future of global beauty and how can Filipino brands like Dermtropics make their mark internationally? 

Of course, again, the trend right now is global standards. [When] we say global standards, it’s all about sustainability. It’s really creating products that are just not there on the shelves, they’re really there to make a difference, not only for yourself, but everyone in the world. So for Filipino beauty, in order to stand alongside global brands, we have to keep up when it comes to our formulations.

You have to think, we have the best natural resources here, starting with Dermtropics, it’s coconuts. We also have the best farmers and craftsmanship and it’s really about telling our story to the world. There’s so much to tell about the Philippines.

Renato Lopena Jr., founder of Wren Atelier

Kim Santos

How do you see F-Beauty evolving within the global beauty landscape, and what innovations or trends do you think will shape its future?

Now, Filipino beauty will be globally known because we have lots of brands right now, different personal care products, different forms of textures, aesthetics. So I think we’re going to go globally.

And then in terms of fragrances, soon we’re going to be also known globally and put Philippine perfumery on the map. Because of brands like Tadhana, Wren Atelier, and different Filipino brands who showcase artistry and showcase Filipino culture.

How do you think F-Beauty will play in the future of global beauty and how can Filipino brands like Wren Atelier make their mark internationally? 

To me, the role that we have to play is to showcase Filipino beauty, Filipino aesthetic, Filipino culture and traditions. And as a brand, for me, my role is to showcase Filipino culture, heritage, and what it is to be a Filipino. 

Charmaine Palermo, co-founder of Posh Skin Co.

Kim Santos

How do you see F-Beauty evolving within the global beauty landscape, and what innovations or trends do you think will shape its future?

It’s really good that there’s a lot of local brands right now. So I think because there’s a lot of local brands that are really making sure that the quality of the products they put out are really good with competitive prices.

[In terms of innovation] a lot will be more of aligning it with the Philippine weather, [and] climate right now. Because we have such a unique humid climate, even if it’s rainy season, it’s always humid. So the technology will be more of making sure that the beauty products work with the climate that we have. 

What role will F-Beauty play in the future of global beauty, and how can Filipino brands like Posh Skin Co make their mark internationally?

In the global beauty [scene], we can be competitive and we can be at the same standards as [international beauty brands]  by making sure that the quality of the products are up to that standard.

And I know that there are a lot of Filipino communities all over the world and Filipinos are very supportive of each other. And so as long as you put out a good quality product and you have strong brand values that support the community, then I think that consumers will support your brand.

F-beauty is the new force of global beauty

The message is crystal clear from these F-Beauty brand founders: F-Beauty is not just a rising movement; it’s shaping up to become a powerful force driving the future of beauty. Rooted in everything that makes us Filipino—our stories, our weather, our lived realities—these brands resonate with us and the rest of the world.

They are making a compelling case that big, beautiful ideas can originate here. And as Allure Philippines continues to spotlight Filipino creativity and talent, one thing is for sure: the future of beauty isn’t just mirrored in our pages—it’s built right here.