Women may find this hard to believe, but the Philippines is one of the “least penetrated” markets for makeup in Asia. This has a lot to do with Filipino women’s real and imagined fears that makeup could ruin their skin.
But based on the initial success of Happy Skin, business partners Rissa Mananquil-Trillo and Jacqe Yuengtian-Gutierrez of Philippine-based Allure Asia feel that the situation is slowly changing. They launched the makeup brand in Manila six months ago.
“It feels so good to receive positive feedback,” said Trillo. “I even heard a story from one of our sales associates of a customer thanking us. For years, she avoided wearing makeup because of her breakout-prone skin. Thanks to Happy Skin, she says she now feels like a woman.”
The line, which includes foundation, face powder, blusher, eye shadow, eyeliner and lipstick, is made by leading manufacturers in Asia based on the needs of today’s Filipino women.
Gutierrez and Trillo sought the best companies in the region to manufacture their products, based on their exacting standards, extensive knowledge of the market and their experience with beauty products.
Asian partners
A Japanese partner is in charge of Happy Skin’s foundation, face powder and blusher, while a Korean partner handles the eye makeup. A Taiwanese manufacturer does the lipstick.
“That’s why it took us some time to launch the brand,” said Trillo. “Pwede na yan (that would do) won’t do because the products would have to pass our standards. We are tapping various beauty capitals just to realize our vision.”
Etsuko Kosuge and Satoshi Horiuchi, executives from Allure Asia’s Japan-based supplier, were just here to see how the products were doing.
“Although the products are made abroad, market research, packaging and marketing are all done here,” said Trillo.
Since she and Gutierrez travel regularly, they road-tested the products themselves under different climates and weather conditions.
“Everything related to the skin comes from Japan because we know Filipino skin is hiyang (responds well) to Japanese products,” said Trillo.
Happy Skin’s foundation has generous amount of hyaluronic acid, an ingredient that makes skin look plumper, younger-looking and more moisturized.
They looked for Japanese suppliers for their lipsticks as well, but they discovered that Japanese women, unlike Filipinos, aren’t into “pop-up” colors. They found an ideal partner in Taiwan.
Happy Skin’s line of eye makeup, including smudge-resistant liquid and gel eyeliners, is almost complete except for mascara. The partners have yet to find an ideal collaborator for it.
SS cream
And while other brands have BB and CC creams, Happy Skin has introduced a line of SS creams. Short for second skin, SS cream offers light but adequate tone and coverage for women in search of non-silicone-based foundations.
“Silicone, an ingredient which makes foundations glide easily on your skin for a more flawless and even coverage, isn’t bad,” said Gutierrez. “But if you have good skin, you don’t really
need extra coverage from a silicone-based foundation, which might only end up clogging your pores.”
Since Happy Skin’s line of SS creams is non-comedogenic (they don’t clog pores), Gutierrez even wears it when going to the gym.
“It stays on your face, making your skin naturally smooth and fresh-looking,” she said.
Happy Skin also recently introduced complementary products like a micellar water-based makeup cleanser.
“Sometimes washing alone doesn’t do the job,” said Dr. Anna Palabyab-Rufino, Happy Skin’s dermatologist consultant. “To avoid constant rubbing and scrubbing, especially around the delicate eye area, you need a micellar water-based cleanser that can remove excess dirt and traces of makeup.”
Happy Skin is available at Rustan’s Makati and Shangri-La branches, Beauty Bar and Plains & Prints outlets.
Some department stores in Hong Kong and Dubai have expressed interest in carrying Happy Skin.
Aside from knowing their market well, the partners’ quest for an ideal makeup line resulted from personal history. Gutierrez was brand manager of beauty products in a multinational firm. Trillo, a beauty columnist, used to be one of the country’s leading models.
Different story
They’re aware that even some of the best makeup brands can be harsh on sensitive skin. Continued use and even brand switching can lead to dry skin, allergies and unsightly breakouts.
“I know how it feels to try on so many makeup brands almost daily while modeling,” said the pregnant Trillo. “There was a time my skin couldn’t handle it anymore.”
Trillo resorted to wearing thicker foundation, which only made the problem worse. Her skin may have looked great on the ramp, but it was a different story up close.
“The skin needs ample time to breathe,” she said. “With Happy Skin, I discovered that I could wear makeup every day without compromising the health and appearance of my skin.”
Based on studies she did, Gutierrez also learned that a good number of Filipino women don’t use makeup because they’re afraid it would ruin their skin.
“The Philippines is the least penetrated market for makeup in Asia,” said Gutierrez. “Most women use only lipstick.”
“What’s the point of investing in expensive skincare creams when the makeup you use ruins the skin?” Trillo added. “So we went about creating a makeup line that complements your skincare regimen. The result is Happy Skin.”
PHOTOS BY KIMBERLY DELA CRUZ