Year 3 of beauty and social media entrepreneurship program targets 10,000 Filipinos uplifted through beauty and digital skills
L’Oréal Philippines, in partnership with the Department of Trade and Industry (DTI) and key local government and academic partners, is expanding its Beauty for a Better Life (BFBL) E-Beauty Advisor (e-BA) Program across Luzon, scaling a pioneering beauty and social media entrepreneurship initiative that equips Filipinos with beauty, digital, and business skills for livelihood building.
Now on its third year, the BFBL e-BA Program forms a core part of L’Oréal’s ambition to uplift and empower 10,000 Filipinos by 2030 through beauty education and livelihood opportunities. The program’s expansion underscores the company’s broader commitment to a more responsible and inclusive business model, driving inclusive growth, while supporting the country’s push towards poverty reduction and digital economic participation.
Beauty and digital skills as pathways to livelihood
The Beauty for a Better Life E-Beauty Advisor Program is a two-month hybrid training that combines beauty fundamentals with social commerce and entrepreneurship. Co-developed with partners, the curriculum blends four key pillars:
- Science and Foundation of Beauty – skincare, hair care, and makeup fundamentals
- Content Creation Training – practical modules on social commerce platforms such as TikTok and other short-form video environments
- Earning Online / Maximizing Job Opportunities – how to earn as an affiliate, livestreamer, or digital beauty advisor
- Personal and Business Building – mental health awareness, financial literacy, and basic steps in small business registration
Graduates are equipped to pursue multiple livelihood pathways: as content creators, social commerce entrepreneurs, e-beauty advisors, salon professionals, or beauty freelancers, helping them tap into the Philippines’ fast-growing digital economy.
“With the BFBL E-Beauty Advisor Program, we are using beauty and digital skills as real levers for inclusive growth,” said Yassine Bakkari, Managing Director, L’Oréal Philippines. “Beyond teaching makeup techniques or skincare science, we are helping Filipinos—especially women and individuals in vulnerable conditions—build confidence, learn how to earn online, and take concrete steps towards sustainable livelihoods.”
From pilot success to Luzon-wide expansion
Since its launch under the Beauty for a Better Life umbrella, the e-BA program has already reached 2,346 beneficiaries between 2023 and 2024, with 600 beneficiaries across Luzon in its pilot year. Recognizing its impact, the program has earned global recognition and accreditation under the L’Oréal Foundation’s BFBL framework, paving the way for adoption in other markets.
In Year 3, L’Oréal and DTI are scaling the program across key Luzon cities, working closely with local governments and academic institutions:
- Quezon City – in partnership with Quezon City University, targeting 300 students and MSMEs
- Pasig City – in collaboration with Ayala Malls The 30th, training 120 MSMEs through on-ground sessions at the mall’s activity areas
- Bulacan City – with Bulacan State University, targeting 320 students through training at the BulSU e-Library Amphitheatre
- Baguio City – in partnership with BENECO Hall, reaching 280 MSMEs in the region
Across these sites, 740 participants are expected to complete the e-BA program by the end of 2025, with an additional 280 projected graduates by Q1 2026, as training cycles continue and graduation rites are completed.
“DTI is proud to support the expansion of the Beauty for a Better Life e-BA Program across Luzon,” said Cristina Aldeguer-Roque, Secretary, Department of Trade and Industry. “By bringing beauty and digital skills training closer to communities—in universities, malls, and local halls—we are helping MSMEs, students, and aspiring entrepreneurs participate more actively in the digital economy and build sustainable livelihoods.”
Tackling inequality with an inclusive, purpose-led model
The program is anchored on the reality that economic and gender inequalities persist in the Philippines:
Women’s labor force participation stands at 56% vs 77% for men (2023, Philippine Statistics Authority)
Women engaged in digital jobs earn around 18% less than men, according to NEDA (2022)
The poverty rate was 22.4% in 2023, with government aiming to bring this below 9% by 2028
By specifically targeting vulnerable groups—including women, youth, and MSMEs—and equipping them with marketable beauty and digital skills, the BFBL e-BA program helps close participation and income gaps. Through the Beauty for a Better Life Hairdressing and E-Beauty Advisor tracks, L’Oréal aims to uplift 10,000 Filipinos by 2030 through beauty education and livelihood building, with the E-Beauty Advisor program alone targeting over 10,000 vulnerable Filipinos by 2027.
“The numbers are clear: women are under-represented in the workforce and underpaid in digital jobs,” added Krhizzy Pasigan, Director Corporate Affairs & Engagement, L’Oréal Philippines. “Through Beauty for a Better Life and the e-BA program, we are not just teaching skills—we are helping create fairer access to opportunities and income in a sector where Filipinos already excel: beauty.”
A multi-stakeholder partnership model
The program’s expansion is made possible through a multi-stakeholder model that brings together public and private sector partners:
- L’Oréal Philippines – program proponent and convenor, providing curriculum, trainers, and access to beauty and digital expertise
- Department of Trade and Industry (DTI) – enabling scale by integrating the program into its MSME and livelihood development agenda in Luzon
- Local Government Units and Academic Partners – such as Quezon City University, Bulacan State University, BENECO, and local government units and MSME offices, supporting beneficiary selection, mobilization, and on-ground implementation
- Digital and Social Commerce Platforms – providing pathways for participants to apply their skills as content creators, affiliates, and livestream sellers
“Our role is to act as a force for good and a catalyst for change in the beauty sector,” said Yassine Bakkari, Managing Director, L’Oréal Philippines. “By working hand-in-hand with DTI, local governments, schools, and digital platforms, we are building an ecosystem where beauty, technology, and entrepreneurship come together to build better futures for Filipino families.”
