This month, something exciting is happening in the local fashion and beauty scene. Two retail giants, Kultura and SM Beauty, are joining forces for “Glow Filipina,” a month-long pop-up at SM Makati that celebrates the bold and authentic beauty of today’s Filipina.
Glow Filipina provides a timely and relevant platform as it encourages every Filipina to wear her culture with pride and style.
Running until June 30 at SM Makati, the collaboration between homegrown brands trains the spotlight on independent Filipino labels in makeup, fashion, and accessories. While mall pop-ups are nothing new, Glow Filipina distinguishes itself by pushing a message of identity, confidence, and self-expression through local craftsmanship.
The event’s theme, “Your look. Your style. All local,” speaks directly to a generation of Filipinas who are defining beauty on their own terms.
and proudly local flair
While Western beauty standards have long dominated the local scene, it’s a welcome shift to see a wide spectrum of skin tones, silhouettes, and indigenous designs finally celebrated on mainstream platforms.
The lineup reads like a who’s who of local beauty and style. Indie cosmetics brands such as BLK, Careline, Ever Bilena, Happy Skin, Issy, Spotlight, Teviant, and Vice are featured alongside Filipiniana and modern wear by Berches, Binibining Marikit, Matthew and Melka, Nuevo Ystilo, and Rurungan. Bags and accessories from Anmari, Carioca, Intricado, and Jim Weaver also make an appearance, as do jewelry pieces by Boho Manila, Khai Pearl, My Gems, and Pamanna Jewellery.
The pop-up also incorporates an “experiential shopping” model that invites consumers to engage through mini makeovers, interactive styling, and even photo booths. The official launch on June 11 brings together media, content creators, and influencers to explore brand installations and engage with the products firsthand.
What makes Glow Filipina worth noting is its attempt to merge commerce with cultural advocacy. It positions Filipino artisans and entrepreneurs as leaders in beauty and design. It also reminds consumers that supporting local is about valuing the creativity and heritage that go into each product.
