These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
GRWM Cosmetics, a brand celebrated for its inclusive and trend-aware approach, champions the customization trend with its Face Card collection. The core of this line is a customizable magnetic palette that empowers users to curate their own unique makeup arsenal. Consumers can select from a wide array of individual pans—including eyeshadows, blushes, bronzers, highlighters, and color correctors—and arrange them in the sleek, travel-friendly case. This system not only allows for ultimate personalization to suit any mood or occasion but also promotes a more sustainable approach to consumption by enabling the replacement of single shades without discarding the entire palette. The brand even provides a "Pan Ejector tool" to facilitate the easy swapping of products.
Key Product: Face Card Customizable Palette Case
MARKET LEADER
Ellana Mineral Cosmetics, a pioneer in clean and vegan beauty in the Philippines, embodies the customizable and sustainable trend through its refill-centric packaging. A standout product is their Empty Refillable Mirror Jar, designed for their loose mineral foundations and other powder products. This system encourages customers to purchase product refills, which come in environmentally-friendly paper sachets, and transfer them into the durable and reusable jar. This not only reduces packaging waste but also allows consumers to stick with a high-quality, permanent container while being able to switch out or replenish their favorite powders. The jar features a rotating sifter to control product dispensing, blending practicality with eco-consciousness.
Key Product: Empty Refillable Mirror Jar
MARKET LEADER
Issy (formerly Issy & Co.), a brand that has quickly risen to prominence for its high-performance, inclusive, and "beautified-in-a-breeze" philosophy, also offers a strong entry into the customization trend with its modular palette system. The brand provides an empty Customizable Eye & Face Palette that users can fill with their choice of individual inserts, such as Powder Blush, Pressed Shadow, and other face products. This allows for the creation of a personalized palette tailored to the user's specific preferences and needs. The reusable and easy-to-clean compact case is designed to be travel-friendly and securely holds the handpicked shades, pushing forward the trend of building one's own beauty essentials.
Key Product: Customizable Eye & Face Palette
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
The trend shows increasing search interest and strong cultural relevance due to personalization and self-expression. While sales volume data is unavailable, the growing search momentum suggests increasing commercial traction.
Search interest shows a general upward trend with some fluctuations, indicating growing consumer engagement. The trend is driven by a desire for self-expression and personalization, particularly among younger demographics.
Google Trends (12 Months)
TikTok Posts
85 posts analyzed
GRWM Cosmetics
Globally recognized Filipino actress, artist, fashion influencer, and socialite with immense influence on beauty and fashion trends in the Philippines.
Five Beauty
Popular Filipina actress, singer, and endorser, known as an "It Girl" for her generation with significant influence over a younger demographic. Co-founded her own beauty brand.