Beauty Formulas has officially landed in Watsons Philippines, reintroducing itself as a UK-loved everyday skincare staple designed to glow, cleanse, and care for every kind of day. Its comeback campaign proudly positions the brand as your new BF — Best Friend in Beauty — a dependable companion for simple, effective self-care that suits every lifestyle.
The brand marked its grand relaunch on October 30 at the Watsons SM Mall of Asia branch, celebrating a renewed commitment to Filipino consumers.
When asked about the brand’s journey back into the local market, May Abarquez, Managing Director and Founder of Bellafaccia Inc., recalled how Beauty Formulas previously had a small presence in the Philippines.
“The brand was present here several years ago… it was just a few categories. The principal reached out to us if we can distribute the products but with more SKUs because the previous distributor had lesser SKUs. In short, they were here before, but the previous distributor… had already broken contract and that’s when they asked us.”
Abarquez shared that the brand’s rollout is currently focused in Metro Manila, explaining, “For now, we are just penetrating NCR lang.” She noted that Beauty Formulas has already reached 30 Watsons stores and is steadily expanding, with a goal of growing its presence to 120 stores in the near future.
As the brand builds its momentum, Abarquez emphasized that “Beauty Formula is exclusive to Watsons,” ensuring that shoppers can find the full range within the retailer’s branches.
Rosalyn Frayna, Marketing Lead of Bellafaccia Inc., shared her insights on how Filipino consumers are evolving amid the rise of local brands:
“Actually, I’m a recovering expat. I’m turning one year back in the Philippines… next month. And I’ve noticed the influx of a lot of local brands. Really, I’m amazed. And then when you go to Watsons, you see, wow, there’s so many brands I don’t even know about, I haven’t heard of. But when you look at them, they really follow some key ingredients and very trendy.”
She highlighted how Beauty Formulas stands apart in this crowded market:
“So the thing is, what we have with Beauty Formulas is something that’s… it’s not really trendy. It doesn’t follow the trends, but it follows what is effective and what works. So that’s why the tagline, right? It’s ‘Beauty is in the Formula’. It’s been tested, proven, research-based.”
Frayna also emphasized the brand’s focus on sustainability:
“And on top of that, it plays on, really, it speaks to the newer demographics. The ones who are concerned about being environmentally friendly, being vegan, because our products are vegan. The majority of them are vegan. And also, all our paper products are 100% biodegradable…”
She added that Filipino consumers are both discerning and trend-aware:
“And then the Filipinos are really, I would say they’re discerning, but also still a lot influenced by the trends and the influencers. They do follow, but they do also listen. So we do speak to that kind of demographics.”
She also shared the brand’s focus on educating consumers and supporting effective daily skincare routines.
“And I plan to really talk about more on the ingredient-based education, how to incorporate it in their lifestyle. And most importantly, how to use Beauty Formulas products in a tropical country like ours. Kasi ‘di ba, what I know is we love Korean products, but some of them are really too heavy for the tropical ones. So if you do try our lotions and our serums, they’re really lightweight and really good for the climate. So it’s really quite global.”
With its comeback in Watsons, Beauty Formulas is positioned not just as a skincare brand, but as a reliable companion for everyday self-care. Offering products that are effective, research-based, and suited for the Filipino climate, the brand aims to provide consumers with simple, accessible solutions for looking and feeling their best. As more stores carry the line, Beauty Formulas is set to become every shopper’s new BF — Best Friend in Beauty.
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