How Colourette contributed to the flourishing local beauty industry
In the local beauty industry, where more and more Filipino-owned brands are finally being recognized, it’s refreshing to see how local labels are flourishing. Visit the mall’s beauty section these days, and local brands are flourishing. Filipinas are finally embracing their own kind of beauty, and one of the pioneering brands that helped pave this path is Colourette, owned by Nina Ellaine Dizon.
This 2025, Colourette marks its 10th anniversary. A chance to sit down with Nina during the brand’s celebration and relaunch of its iconic Velvetint lipstick line gave me a glimpse of her success behind the scenes.
A decade of color
Last month, Angkan Coffee in Capitol Commons was filled with guests and the Colourette team dressed in shades of peach. A giant cake décor marked the milestone, and each guest received a realistic, cake-like box containing a full set of Velvetints. It was festive, fun, and warm—a perfect reflection of Colourette’s personality.
When asked how it feels to reach ten years, Nina said, “It hasn’t really sunk in yet because I’ve been so busy, but whenever consumers tell me, ‘I started using Colourette back in senior high and now I have two kids,’ that’s when I realize they grew with us. We’re so grateful we’ve made it through everything—the pandemic, starting with nothing—and now we’ve reached ten years. I feel like a legit brand.”
How it all began
Looking back, Nina said Colourette was born from a spontaneous idea. “It was just a spur-of-the-moment thing,” she recalled. “There weren’t many local brands then, and international ones were too expensive. I saw a local lipstick brand on Instagram and thought, ‘I can do that too.’ So, I asked friends if they knew any lipstick manufacturers. It all started as an idea.”
Nina’s love for makeup fueled that idea. “I’ve always loved makeup,” she said. “But I used to think, ‘Oh my God, international brands are so expensive and not really made for me.’ Because of the heat here, the shades and formulas didn’t suit us. That’s the gap I wanted to fill.”
She added that she came from a family with no business background. “I’m a first-generation entrepreneur,” Nina said. “My parents weren’t in business, but they always said it was innate in me. Even as a kid, I loved selling things. If I saw something I could sell to my classmates, I would. Before Colourette, I made logos online for 25 pesos each. Then I sold scrap soaps that became an online skincare brand. The savings from that became my starting fund for Colourette.”
Velvetint returns
Ten years later, Colourette fans got a treat—the return of the brand’s best-selling Velvetint line. “It’s really because of our community,” Nina said. “They’ve been asking for it, and we felt it was time to bring it back. This is the third version, and we wanted to fix the issues from before. Now, it’s Colourette’s take on a trendy K-beauty lip made for Filipinos.”
When asked how she ensures product quality, Nina said, “I take pride in our innovations because I personally lead product development. It takes years of research, study, and testing. Lately, we’ve been doing focus group discussions with our community. They’re the first to try samples and give feedback—whether our claims make sense, the shades match their skin tones, or we need to expand for inclusivity. We make these products for our community, so we take the time to test them thoroughly.”
Lessons from a girl boss
Nina has become a familiar face on social media, but her advice to women and young girls is rooted in humility and honesty. “Self-love doesn’t happen overnight,” she said. “You don’t just wake up one day and feel secure. It’s a process you commit to. It starts with not being too hard on yourself. You can train your brain to like what you see and become more confident. Beauty is subjective, and it’s your choice whether to embrace your features or hate them.”
Nina also shared business lessons: “Never doubt yourself. Even if you don’t know everything yet, if your heart is in the right place, you can make your dreams come true. Hire people who are better than you at things you don’t know or enjoy. And most importantly, stay true to your vision and North Star. That’s what guides Colourette. Whenever we feel lost, we ask, ‘Does this align with our goal?’ If not, we pivot.”
Beauty, she said, is not about chasing sales or creating new products. True beauty in business is about empowering women, especially Filipinas, to be confident, love themselves, and feel comfortable in their own skin.
With Colourette, beauty finally feels like home—and we’re loving it.
