It’s like a playground for makeup artists.” That’s how Sharon Presbitero-Decapia, group manager of Watsons, described The SM Store Beauty Section at SM Makati. With over 200 local and global beauty brands arranged in a space measuring close to 2,500 square meters, SM Beauty is the largest one-stop shop for all things beauty-related in the country today.
“We’ve been getting a lot of positive feedback from makeup artists since we opened the expanded section,” she said. “Some have even said they don’t have to go abroad to stock up on makeup and the different tools needed for work, because ‘It’s like you’re shopping outside the country.’”
The mix at SM Beauty is wide and varied, ranging from masstige (a portmanteau of mass and prestige) brands to luxury items. There’s BYS, Happy Skin, Pixi, Ofra, K-Palette, Myx and The Body Shop, among others.
Dior, MAC, Clinique, Aveda, Kiehl’s and Glamglow have their own counters while the luxury fragrance lines include the latest scents from Prada, Nest, Lalique, Atelier Colognes, Thierry Mugler, Guerlain and Jean Patou.

Bambbi Fuentes, Fanny Serano and Jesi Mendez

Over 200 local makeup artists recently took part in a Glam Session at the SM Beauty Section in SM Makati. It was also the launch of the SM Beauty PRO Card for makeup artists. Each makeup artist present was given one.

Cardholders are entitled to a 10 percent discount on regular priced items at the SM Beauty Section. They can also enjoy perks from the store, such as first dibs on new collections and exclusive invites to events.

Watsons marketing director Viki Encarnacion

A mini makeup competition was held during the event, where three makeup artists came up with original looks.
The winning look by Muriel Jada “MJ” Nubla had a mermaid theme that mixed shades of blue and green.
Instead of limiting her canvas to her model’s face, Nubla extended downward to include the neck.
Veteran makeup artist Fanny Serrano, who arrived with colleagues Jesi Mendez and Bambbi Fuentes, described the winning makeup look as “fun and wearable, perfect for a party.”
Decapia said that in the next few months, SM Megamall’s department store will undergo extensive renovations. “When it reopens, makeup artists will have a new SM Beauty Section to discover and play in.”