Why Are Filipino Beauty Brands Releasing Products So Fast? It’s Not Just About Innovation
If you’ve been watching the local beauty scene lately (as I always do!), you might’ve noticed something interesting. Some homegrown brands are launching products like it’s a race — every month, sometimes even multiple drops in one season. Brow pencils this week, lip oils next week, and oh look, a “summer must-have” serum before you even finish your last one. Whew!
So what gives? Is it because we’ve suddenly become the innovation capital of the world? Well, not quite. It’s not like we manufacture many beauty products here in the Philippines; I’d say offhand that 80-85% of products are formulated and made abroad, with direction from the brands here, but yes with technology and capacity so far only available in other countries. Let’s discuss what’s going on.
While we love a good new formula, the truth is, most of these rapid-fire launches are driven more by marketing than a relentless pursuit of innovation. Filipino beauty consumers — that’s us! — are super active online. We’re scrolling, swiping, and shopping more than most markets. We love a good “budol” moment, especially when our fave influencers are swatching something “life-changing” live on TikTok. It’s not surprising then that brands like blk, Ever Bilena, Careline, Colurette, and Dermorepubliq have found massive success by staying hyper-visible online, especially on platforms like TikTok Shop. That constant launch calendar keeps the conversation going. It creates anticipation. And yes, it makes you click Add to Cart a little faster.
According to Statista, almost half of Filipino beauty consumers buy cosmetics one to three times a month. This makes the Philippines a uniquely receptive market for frequent releases. We’re curious. We like to try things. And more importantly — we love options. One product drop can’t possibly satisfy all our needs and moods. Sometimes you want a soft matte finish, and sometimes you’re all in on the gloss.
Another reason is that local brands are not just competing with each other. They’re competing with big international players who are also going full-force online, like L’Oreal brands (Maybelline, Kiehl’s, L’Oreal, Garnier). The beauty shelf (whether virtual or IRL) is crowded. To stay top of mind, brands need to keep showing up, offering something “new” to stay in the conversation.
Sometimes, it’s not even a full-on innovation. It could be a new shade, a new finish, or a seasonal repackage, but that still sparks engagement.
Releasing products this fast can be a double-edged blade though. Consumers are becoming more discerning. Yes, we love fresh drop, but we also want effective, safe, and worth-the-money skincare and makeup. Not every product will be a hit, and not every launch will land, especially if it feels like a copy-paste of what everyone else is doing.
The brands that will truly thrive are the ones who can balance buzz with benefit. They need to be able to build trust, not just feed into trends. They should not just release for the sake of staying visible, because that’s a shortsighted strategy. They need to listen to what their community actually needs to stay financially successful and relevant in this hyper-competitive space.
At the end of the day, the product release frenzy we’re seeing is a response to us, the market. We’re vocal, we’re hungry for newness, and we’re incredibly plugged in. So the industry is simply keeping pace. But! While I do love a good release, I always come back to this: I’d rather have one thoughtfully crafted product that solves a real problem for me than five that just look cute on the feed (and my dresser).
How about you?
