Filipino Celebrity Beauty Brands You Might Want to Check Out
Latest Update: June 11, 2026 | Repurposed from @phbeautyreleases' carousel post
Celebrity beauty brands have a reputation, and it's not always a good one. Overseas, the pattern is familiar: a famous face slaps their name on a product they barely touched, and the brand fades as fast as it launched.
The Philippine beauty industry is writing a different story. Here, celebrities backing a brand are actually expected to show up. They sit in on formulation meetings, work with real product developers, test the products themselves, and build something meant to last, not just trend for a news cycle.
Maybe that's one of the quiet strengths of a beauty industry that's still young and still growing: less room for the brand to just be a name, and more pressure for it to actually be good.
Here are Filipino beauty brands backed by celebrities worth knowing.
1. Asul: Celeste Cortesi
Miss Universe Philippines 2022 titleholder Celeste Cortesi launched Asul in October 2024 as a lip-care and cosmetics line, starting with the Asul Lip Plumper. She's described the brand as deeply personal, saying its development helped pull her out of a difficult period following her pageant run. Asul recently expanded into retail with a spot at Beauty Bar, and Cortesi, six months pregnant at the time, was still hands-on at the launch.
Why it's worth knowing: It's a rare case of a beauty queen going beyond endorsement deals to build and stay embedded in her own product line.
2. Bela by Bela: Bela Padilla
Actress, director, and UNICEF ambassador Bela Padilla launched Bela by Bela in September 2024, starting with a color-adapting cheek tint and a color-changing lip balm. The products were formulated in Thailand and manufactured in the Philippines specifically to hold up in tropical heat and humidity. Padilla has also used the brand as a platform to speak openly about living with PCOS and being intentional about what she puts on her skin.
Why it's worth knowing: Built around a "low-maintenance beauty" philosophy, minimal products, maximum wearability, made for Filipino weather.
3. Belo Essentials: Vicki Belo
One of the longest-running names on this list, Belo Essentials comes from celebrity dermatologist Dr. Vicki Belo, whose clinics have shaped Philippine skincare culture for decades. The line covers everyday essentials like soap, sun protection, and body care, extending her clinical reputation into products people can use at home.
Why it's worth knowing: Backed by actual dermatological expertise rather than just a famous face.
4. BINI Cosmetics: BINI
P-pop girl group BINI launched their own makeup line in July 2025, unveiled at their "Here With You" fan homecoming show at the MOA Arena. The group said they were hands-on with selecting formulas, shades, and branding to make sure the line reflected the group's identity. The initial collection included a tinted lip oil, a lip-plumping tint, a multi-use cheek-and-lip tint, an eyeshadow palette, and a mascara.
Why it's worth knowing: A rare example of an entire group, not a solo celebrity, co-developing a product line together.
5. BLK Cosmetics: Anne Curtis
Anne Curtis co-founded BLK Cosmetics in 2017 alongside business partners Jacqe Gutierrez and Stephanie Abellada, positioning it as "uncomplicated beauty" at accessible price points. Curtis serves as the brand's creative director and has stayed involved in shade ranges and packaging decisions since day one. The brand has since grown to roughly 120 stores and kiosks nationwide.
Why it's worth knowing: One of the pioneering celebrity-founded beauty brands in the Philippines, and still one of the most widely distributed.
6. Byfina: Loisa Andalio
Actress Loisa Andalio is the face and founder behind Byfina, a J-beauty-inspired skincare line built around a "glass skin" glow. The brand, nearly a year in the making before launch, covers sunscreen, tinted lip and eye serums, and other everyday skincare staples, with Andalio positioned as its "Chief Glow Getter."
Why it's worth knowing: One of the newer celebrity launches, leaning into the J-beauty trend rather than the usual K-beauty influence.
7. Clocheflame: Kat Llegado
What started as founder Arianne Amante's personal blog at age 15 became Clocheflame, officially launched in 2021. She runs it alongside co-founder Katrina Llegado, 2nd runner-up at Miss Universe Philippines 2022. The brand is known for multi-use tints, weightless powders, facial mists, and fragrances priced between roughly ₱350–1,500, all designed around tropical living.
Why it's worth knowing: A founder-led brand with pageant-world roots and a strong low-to-mid price point strategy.
8. Five Beauty: Gabbi Garcia
Actress Gabbi Garcia launched Five Beauty in November 2023, branding it as the Philippines' first "tech-enabled" beauty label that blends science-based skincare with high-performance color cosmetics. It followed her earlier venture into Marqed Salon, a hair studio she co-founded with stylist Mark Anthony Rosales.
Why it's worth knowing: Garcia treats beauty as an ongoing business ecosystem rather than a single product drop — salon first, cosmetics line second.
9. Kalmellow: Kristel Fulgar
Actress and singer Kristel Fulgar (known for Goin' Bulilit, Got to Believe, and Bagito) launched Kalmellow, a fragrance line, in 2024. It debuted with two scents, "Carefree" and "Come Closer," each tied to a personal milestone in her life.
Why it's worth knowing: One of the few celebrity brands in this list built entirely around fragrance rather than makeup or skincare.
10. Lucky Beauty: Andrea Brillantes
Andrea Brillantes launched Lucky Beauty in 2023, leaning into soft-glam packaging in gold and pale pink and branding her products as "wearable lucky charms." The brand reflects a personal approach to makeup Brillantes says she developed long before her public profile grew.
Why it's worth knowing: Strong, distinct visual identity, the branding does a lot of the storytelling on its own.
11. Luxelle: Heart Evangelista
Heart Evangelista, long known as a fashion and beauty tastemaker, extended that reputation into Luxelle. It's part of a broader self-care ecosystem she's built (alongside Pure Living), covering skincare formulas and beauty tools designed to fit into a daily routine.
Why it's worth knowing: Evangelista has built a genuine multi-brand beauty and wellness portfolio, not just a single product line.
12. Majeskin: Maja Salvador
Actress Maja Salvador launched Majeskin, a body care line, in May 2025 under Reigning Majesty Corporation, co-founded with Beautéderm CEO Rhea Anicoche-Tan and Salvador's husband, Rambo Nuñez. The brand debuted with six products across a Calming line and a Nourishing line, built around Salvador's own long-standing love of body scrubs.
Why it's worth knowing: Backed by real industry muscle, Beautéderm's manufacturing and distribution, rather than a celebrity name licensed onto a generic product.
13. Pure Culture: Angel Aquino
Founded by Alex Gentry, Kim Reyes-Palanca, Rina dela Calzada, Steph Oller, and it's most recent to their team, Angel Aquino. Pure Culture positions itself around "skinfulness", a holistic, mindful approach to skincare using Filipino ingredients and sustainable, lower-carbon-footprint packaging.
Why it's worth knowing: Less about a single famous face and more about a founder team pushing local ingredients and clean formulation into the spotlight.
14. Sunnies Face: Georgina Wilson
A beauty brand that put Filipino makeup on the global map. Co-founded in 2018 by Georgina Wilson, Jessica Wilson, Martine Ho, Eric Dee, and Bea Soriano-Dee. Sunnies Face built its name on cruelty-free, fragrance-free formulations with shades developed specifically for Southeast Asian skin tones. Their hero product, the Fluffmatte lipstick, became the first Filipino product to win an Allure US Best of Beauty Award.
Why it's worth knowing: One of the few Filipino beauty brands with real international award recognition.
15. Talee: Belle and Daniela Mariano
Sisters Belle Mariano (of the Kapamilya network) and Daniela Mariano launched Talee together, building the brand around versatility and the fun of creating something as siblings. The brand debuted with lip and cheek products in multiple shades across two lines.
Why it's worth knowing: A sister-run brand, a different dynamic from the usual solo-celebrity model.
16. Vida Essentials by Marian: Marian Rivera
Vida Essentials carries actress Marian Rivera's name, extending her long-standing public image into a personal beauty and wellness line. The brand's pilot product line features a collection of whitening and nourishing body lotions. The collection focuses on daily hydration, brightening, and sensitive skin care, with four specific variations: Vitamin C, PDRN, Madeca, and Vitamin E.
Why it's worth knowing: Rivera is one of the most recognizable names in Philippine entertainment putting her reputation directly behind a beauty brand.
The takeaway
What ties these brands together isn't just star power, it's involvement. Whether it's a P-pop group hand-picking shades, a sister duo building something together, or a beauty queen turning a hard chapter into a lip-care line, the common thread is founders who stayed in the room after the launch party ended. That's arguably the difference between a celebrity brand that trends for a season and one that's still on shelves years later.
Which celeb brand are you most curious to try?
Follow @phbeautyreleases for more Filipino Beauty coverage.