Beautycon 2024: Journey Into Beauty, held from March 20-23, 2024, at the SMX Manila Halls 1 and 2, didn’t just feature over 130 esteemed beauty and personal care brands and draw a crowd of almost 30,000 attendees across four days. It also marked that first time that the top beauty retailers of the Philippines—Watsons, SM Beauty, and LOOK At Me—collaborated for such an event.

Members of Watsons Club, SMAC, and LOOK At Me were treated to exclusive benefits, including FREE admission to the event and special discounts, offers, and freebies from participating brands. 

This underscored Watsons, SM Beauty, and LOOK At Me’s commitment to bringing exciting member-exclusive perks to their loyal customers.

At Beautycon, attendees got to immerse themselves in different cosmetics, fragrances, and skincare and haircare products. There were amazing one-time discounts, too. The different booths had giveaways for the attendees and exciting games and promos. It wasn’t just for the ladies as Beautycon had a men's zone.

Filipino beauty brands such as Issy Cosmetics, Colourette Cosmetics, Bench, Penshoppe, BLK Cosmetics, GRWM Cosmetics, and Vice Cosmetics showcased their latest products and fan favorites. Asian favorites like Peripera, Hada Labo, Rom&nd, Innisfree, Clio, Jennyhouse, and Laneige also attracted their fair share of attendees. Also present were premium brands from LOOK like Shiseido, Lancôme, Laura Mercier, and HUDA Beauty. Of course, the attendees also enjoyed the booths of Burt’s Bees, Vaseline, Nivea, Bioten, and many others.

One of the highlights of Beautycon was the different brand segments featuring celebrities and KOLs like Gabbi Garcia (Pantene), Catriona Gray (Creamsilk), Francine Diaz (Bench), Michelle Dee (Kemans), Jake Galvez and Alexa Ilacad (BYS), AC Bonifacio (Ready Set Glow), Mimiyuuuh (Unilever), Janella Salvador (Olay), Marco Gumabao (Fresh), Chesca Kramer (Luxe Organix), Precious Paula Nicole (Nivea), Dr, Vicki Belo and Cristalle Belo, Enrique Gil (QUICKFX), Bea Fabregas (Physiogel), Kelley Day (GLUTA), Naturals by Watsons (Raine Matienzo), Watsons Brand (Kaladkaren), Raiza Contawi and Teree Daisuke (Issy), Morissette (Flormar), JK Labajo (Str8), and Janine Gutierrez (Bioten).

On the last day of Beautycon, Heart Evangelista closed the event with her own segment

What was amazing was that while Beautycon attendees got to enjoy discounts, those who were not able to make it also got to purchase with the same discounts from the Watsons App. This made Beautycon even more unforgettable for loyal Watsons, SM Beauty, and LOOK At Me customers.