On March 20 to 23, Watsons, SM Beauty, and  LOOK At Me launch BeautyCon 2024: Journey Into Beauty—the biggest beauty event of the year—at the SMX Convention Center Halls 1 and 2 with over 100 participating beauty and personal care brands. Entrance to the event is FREE for all Watsons Club, SMAC, and LOOK At Me members. Attendees can expect to do a lot of shopping as all participating brands will be offering special discounts, offers, and freebies exclusive to the four days of the event.

Participating Filipino beauty brands include Issy Cosmetics, GRWM Cosmetics, Colourette Cosmetics, Absidy Beauty, BLK Cosmetics, Happy Skin Cosmetics, and Vice Cosmetics. Other brands are Hada Labo, Laneige, Beauty of Joseon, Dr. Jart+, Tsubaki, Round Lab, and Rom&nd and more.

There will also be luxury brands like Calvin Klein, Carolina Herrera, Viktor & Rolf, Armani, Shiseido, Laura Mercier, Huda Beauty, Kiehl’s, and Lancôme. Neutrogena, Celeteque, Dove, Biorderma, Nivea, Ponds, and Olay, as well as Kora Organics, First Aid Beauty, Supergoop, and many more.

For beauty tools and accessories, Kiss NY, Real Techniques, JML, W Elite, Euroo, and Wet Brush among many others will be at BeautyCon 2024 . Watsons own brands such as Naturals by Watsons, Watsons Baby, Dermaction Plus by Watsons, and Collagen by Watsons, will also be present.

For hair care and styling, there will be Kerastase, Manic Panic, and Liese. Men’s body care and grooming staples Gilette, Old Spice, and Rexona Men will also make their appearance.

Celebrities and top-tier KOLs and beauty icons are also making surprise appearances during the four-day event!