SM Beauty honors veteran ‘makeover masters’ | Lifestyle.INQ

OCTOBER 27, 2022

WATSONS marketing director Viki Encarnacion, Watsons managing director Robert Sun, James Cooper, Fanny Serrano, Jesi Mendez, SM retail president Jorge T. Mendiola

SM Beauty celebrated last week the work of six “makeover masters” of the makeup industry.


Held at Makati Shangri-La, the event presented SM Beauty’s Makeover Masters 2016 with their muses: Cristine Duque with Denise Laurel, Denise Ochoa with Jodi Sta. Maria, Jake Galvez with Vice Ganda, Mickey See with Jolina Magdangal, Robbie Piñera with Anne Curtis,  Jigs Mayuga with Cheska Kramer.


SM Beauty also paid tribute to the country’s original Makeover Masters: Fanny Serrano, James Cooper and Jesi Mendez, who are considered pillars and pioneers of the local beauty industry.


Serrano considers it a strength that he has seen “the transition of changes in make-up artistry,” but that he still “wants to continue learning.” After having worked in the beauty industry for over 45 years with some of the country’s most beautiful and stylish women, Serrano says he was “able to see the real meaning of beauty, and that is confidence.”


Cooper has worked with several Hollywood celebrities and was the first Filipino to introduce airbrush makeup in the Philippines.


What truly makes him happy is getting “to share my knowledge and earnings. I am happy that a lot of talented hairstylists and makeup artists are passionate in what they do, and that I also learn from them.”



For Cooper, “beauty is like the light that comes from your heart.” He added that “women should wear makeup because it makes them feel good.”


After three decades in the salon industry, Mendez would like to share with young artists the ideal of “not working for money, but because they love what they do.”


“Beauty is when you look at things beautifully,” he said. “When you have confidence and a positive outlook, you will always look beautiful.”


Joining the festivities were other top makeup experts who have worked in film, fashion, commercials, the bridal industry and other beauty-related businesses. Each one received a PRO-Card that entitles the bearer to discounts and perks from the store. The SM Beauty Section is the first and only retailer to offer such a privilege to these professional artists.


After holding the Beauty Ball for the professionals, SM Beauty will hold the biggest Makeover Event in the country at the Mega Fashion Hall on May 7-8. Participants can get free makeovers and beauty discounts and witness a show featuring the craft of the Makeover Masters 2016.




Visit; follow @smbeautyph on Instagram.

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