The K-Beauty Obsession: Why Filipinos Can’t Get Enough of Korean Skincare and Makeup

Beauty isn’t just skin deep in the Philippines—it’s culture, identity, and expression. Over the last two decades, K-beauty (Korean skincare + cosmetics) has transitioned from a niche interest into a major trend that shapes local skincare routines, makeup preferences, and even travel and lifestyle choices. But how did this phenomenon begin, what fuels it, and what makes Korean brands stand out to Filipinos compared to local ones? Let’s dive in.

The first waves of Korean beauty products entered the Philippines in the 2000s. Brands like The Face Shop were among early standouts, with storefronts in malls and university area shops. These offered K-beauty’s novelty—color cosmetics with cute packaging, natural ingredients, and a different aesthetic than Western beauty brands.

K-drama, K-pop, Korean actors, singers, style icons, and Korean media in general played a big part. Filipinos began emulating skin looks, makeup styles (like the dewy skin, gradient lips, “aegyo eyes,” etc.), and even skincare routines seen in dramas. The Korean Wave (Hallyu) essentially laid the foundation for demand.

Over time, distribution improved. Brands opened official stores, local resellers and online shops increased, duty-free outlets carried more K-beauty brands, and big retailers began dedicating shelf space to them. For example, Duty Free Philippines has introduced 30+ K-Beauty brands in their stores, offering items like Missha, Laneige, Holika, etc.

Events like “K-Beauty Hangout,” “The Best of K-Beauty” festivals, exhibitions etc., amplify interest by letting people try, touch, sample, and learn. These also tie in with tourism and cultural exchange. 

Kyline Alcantara, singer & actress, has been part of major events like “K-Beauty Glow-Up!” organized with the Korean Cultural Center. She serves as an honorary ambassador for Korean tourism and beauty.

K-beauty’s rise in the Philippines is no accident—it grows from deeply felt cultural admiration (the Hallyu Wave), from fit (formulas, textures that suit Filipino skin & climate), and from aspiration (social media, influencers, celebrities). The statistics are loud: high interest in K-beauty among Filipinos, demand for more brands, competitive pricing in duty-free, and events tied to Korean beauty and culture.

For Filipino consumers, the best scenario is having both worlds: access to effective, innovative K-beauty, and strong, improving local P-beauty that learns from these strengths while incorporating Filipino skin, needs, and identity.