Beautycon 2025 is set to be one of the year’s biggest celebrity-packed events, with some of the Philippines’ most popular stars headlining the four-day beauty showcase at SMX Convention Center Manila from Aug. 28 to 31.
Anne Curtis headlines Beautycon 2025 with her brand BLK
for Fresh
Heart Evangelista, Kathryn Bernardo, and Marco Gumabao will appear for Fresh, while Nadine Lustre will represent Luxe Fragrances. Anne Curtis joins the lineup for BLK, Gabbi Garcia for QuickFX, Sarah Lahbati for Hada Labo, and Janine Gutierrez for Nivea. Dr. Vicki Belo, Hayden Kho, and Sarah Geronimo will highlight Belo Essentials, with Solenn Heussaff for Cetaphil, Rabiya Mateo for Hairfix, Ashley Ortega for Skintific, Andrea Brillantes for Lucky Beauty, and Max Collins for Ready Set Glow.
The event, organized by Watsons, SM Beauty, and LOOK At Me, will turn Function Rooms 1-5 of SMX into a massive beauty playground featuring over 160 brands. Beauty zones will cover premium beauty, cosmetics and fragrances, men’s grooming, skincare, and personal care.
Visitors will also see the Philippine debut of sought-after brands like Chuchu Beauty, Lucky Beauty, Numbuzin, Torriden, &honey, 8 The Thalasso, Fino, Wakemake, Cologram, and BringGreen.
Beyond shopping, Beautycon 2025 offers fans a chance to see these stars in person through meet-and-greets, live talks, and brand segments. “As the leading beauty and personal care retailer, we’re excited for our Watsons Club, SMAC, and LOOK At Me members to experience an even bigger Beautycon this year. Last year was already remarkable, but this year, it’s all about going big and enjoying the exclusive perks of being a loyal customer,” said Sharon Decapia, SAVP for Marketing, PR, and Sustainability at Watsons Philippines.
Members of Watsons Club, SMAC, and LOOK At Me get free admission by presenting their membership QR codes or SMAC cards at registration.
Beautycon 2025 runs from 12:00 p.m. to 9:00 p.m. on Aug. 28 and from 10:00 a.m. to 9:00 p.m. on Aug. 29 to 31. For updates and announcements, follow @watsonsph, @smbeauty, and @lookatme on social media.
