By October, a new retail joint will be launched in the beauty marketplace.

Freyja seeks to compete with Sephora, BeautyMNL and a host of other makeup and skin-care retail concepts.

Helmed by LuxAsia, which owns Benefit, Peter Thomas Roth and Shisheido in the Philippines, Freyja will consist of a website and a store in Glorietta 2, both of which launch in October.

The retail mix will consist of cult and niche brands, such as punky hair color Manic Panic, lip color fave The Balm, vegan brush brand Ecotools, United Kingdom bath and body line Dirty Works, and makeup artist turned problematic social media phenomenon Jeffree Star.

Currently, Freyia’s roster of labels runs to about 50, anchored by Korean and American brands.

Freyia will be carrying beauty-adjacent lines, such as accessories. At the preview, there were earrings and cuffs on display, as well as nail polish.

It’s an ambitious enterprise. Freja intends to keep its prices competitive. Jeffree Star lipsticks, for example, sell for P1,300.

Here’s a list of brands to watch out for:

1) Huxley—An ambitious Korean label that got its name from “Brave New World” author Aldous Huxley, it is best known for its skin solutions, targeting problems caused by stress and environmental elements, like pollution. NYMag’s The Cut says it’s worth the hype. Huxley’s breakout products utilize prickly pear cactus extract for hydration, and many users claim the lightweight solution feels good on the skin.

Product to try: Secret of Sahara Oil Essence, P1,900

2) Make Prem—Another Korean brand that’s seeking to target the skincare-obsessed market, Make Prem, which stands for Make Pragmatic Remedy, is premised on functional products with optimal effects. Just like Jessica Alba’s brand, its core premise is on honest ingredients for a wholesome product.

Make Prem’s Safe Me Relief Moisture Cream 12 boasts 12 ingredients, including hydrating chia seed extracts, calming centella extract and brightening niacinamide, and is certified by Environmental Working Group to be free of toxic ingredients and allergens.

Product to try: Safe Me Relief Moisture Cream 12, P1,600

3) Kora Organics—The Australian beauty label launched in 2009 made waves because it was helmed by model Miranda Kerr. But the brand’s bonafides (certified organic and natural) have won people over. The vegan and cruelty-free label hinges its products on the following key ingredients: noni extract, rosehip oil, seabuckthorn oil and green tea.

Product to try: Noni Glow Face Oil, P3,100, and Noni Radiant Eye Oil, P2,080

4) Damselfly—The gift with attitude, Damselfly is an Australian label that develops soy-based, hand-poured candles. But the brand’s strength is in its message. Give your stress-prone worker a candle inscribed with “Calm your tits.” A particular crowd favorite speaks to the annoyed in all of us with the words in large script, “Some people just need a high five,” followed by the throwaway lines in small script, “In the face. With a chair.”

Product to try: Goal Digger, P3,780

5) Gesgep—A Korean makeup artist duo formed Gesgep, which works under the maxim “minimal x maximal,” achieve optimum effect with a small amount of products. The range includes lightweight cosmetics, like the One Drop Perfection Foundation (P2,570/30 ml) and One Veil 1Ster Primer (P2,170/ 30 ml).

Its lip color line Lip Fresco was designed to deliver long-wearing finish, thanks to a red oil complex for rich pigments, soline and cupuacu butter.

Product to try: Lip Fresco, P1,600.