Filipino Beauty Is Primed To Be The K-Beauty Of Makeup

Innovative formulas, Instagram-ready packaging, and tons of color make F-Beauty a category to watch.

The world of K-Beauty opened our hearts and minds to 11-step skin care routines, “glass” skin, and snail slime, slowly but surely changing the way Americans take care of and prioritize their largest organ: skin. But as the beauty conversation evolves — narrowing in on inclusion, health, and sustainability — another country’s take on cosmetics is gaining noteworthy traction. Enter Filipino beauty, or F-Beauty for short.

First to put F-Beauty on the international beauty map (and Instagram Explore pages everywhere)? Sunnies Face, featuring clean, off-white packaging resembling the likes of Glossier just enough, while adding something new — something warm — to feeds filled with increasingly clinical-looking American cosmetics. Those who managed to get their Stateside hands on the brand’s best selling lipstick, Fluffmatte, took to worshipping the velvet-matte formula, and wanting more from the category.

Perhaps most significant to the increasingly eco-minded American consumer is the simple concept behind most F-Beauty lines: easy, quality cosmetics for all. Nearly all items from some of the country’s most promising brands retail below the equivalent of $10 USD, are paraben- and cruelty-free, and cater to a range of skin tones and types, making conscious and inclusive beauty available to a variety of beauty lovers.

And while many brands have yet to begin shipping to the U.S., the overwhelming American social media response to Filipino products has caused brands to reconsider — with many dropping hints that international shipping isn’t so far away. In the meantime, online shops like have launched to hold you over with all of the F-Beauty your heart desires.

Ahead, check out five F-Beauty brands you should get familiar with now, before they inevitably sweep the States.

Careline is most easily compared to e.l.f. Cosmetics for its low prices (the most expensive product on their site is $4 USD) and rave reviews. With launches like the Suede Lipstick and Blur Stick primer housed in charming, brightly-colored tubes, I haven’t been able to stop thinking about Careline since I first saved one of the brand’s Insta posts months ago. Sadly, the brand is sold exclusively in its home country — here’s to hoping that showing Careline some Instagram love en masse will make the case for worldwide shipping.