BeautyCon 2024: Journey into beauty with the biggest beauty event of the year!

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BeautyCon 2024: Journey into beauty with the biggest beauty event of the year!
Exciting brands from local to luxury will be giving event-exclusive discounts, offers, and freebies

March 20 to 23 promises to be the most important dates for all beauty lovers across all ages with BeautyCon 2024: Journey Into Beauty – the biggest beauty event of the year brought to us by Watsons, SM Beauty, and LOOK At Me!

The four-day event will be held at the SMX Convention Center Halls 1 and 2 with over 100 participating beauty and personal care brands. This 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! 

Discover new favorites or shop for your tried-and-tested products across all major beauty categories like cosmetics, fragrances, skincare, haircare, body care, and more! Filipino beauty brands will definitely be present like: Issy Cosmetics, GRWM Cosmetics, Colourette Cosmetics, Absidy Beauty, BLK Cosmetics, Happy Skin Cosmetics, and Vice Cosmetics. Explore trending Asian cult favorites like Hada Labo, Laneige, Beauty of Joseon, Dr. Jart+, Tsubaki, Round Lab, Rom&nd and more. 

Attendees will also be in for a treat with luxury and prestige brands showcasing their ranges including Calvin Klein, Carolina Herrera, Viktor & Rolf, and Armani. Luxury beauty fans will also love shopping for international faves like Shiseido, Laura Mercier, Huda Beauty, Kiehl’s, and Lancôme. 

Expect brands like Neutrogena, Celeteque, Dove, Bioderma, Nivea, Ponds, and Olay to showcase their latest technologies and innovations. Stop by SkinSmart for new faves like Kora Organics, First Aid Beauty, Supergoop, and more!

Beauty tools are also present such as Kiss NY, Real Techniques, JML, W Elite, Euroo, and Wet Brush among many others. You will also enjoy having Watsons’ own brands all together like Naturals by Watsons, Watsons Baby, Dermaction Plus by Watsons, and Collagen by Watsons. 

For hair care and styling, you have to stop by Kerastase, Manic Panic, and Liese. Men’s body care and grooming staples will also be around: Gillette, Old Spice, and Rexona Men, to name a few.

Aside from the exciting partner brands, A-list celebrities and top-tier KOLs and beauty icons are also making surprise appearances at the four-day event! Watch the Watsons, SM Beauty, and LOOK At Me social media pages to stay updated. 


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Watsons is part of the Health and Beauty Store chain of A.S Watson, the largest health, beauty, cosmetics, and perfumery retailer in the world. Today, Watsons H&B Asia is the leading health and beauty chain in the continent with successful operations in 15 markets. In 2002, A.S. Watson Group joined hands with SM Prime Holdings Inc., the Philippines' leading shopping mall developer. The partnership brought about the first Watsons stores in SM Megamall and The Podium (Ortigas). Today, Watsons operates 900+ stores in the Philippines serving more than 100,000 customers per day.