Balikbayan Glow Up | 5 Filipino Beauty Brands to bring back stateside

July 6, 2025
Written by Hanna Ysabel Yu Noche

Headed back to the U.S. after a trip to the motherland? Before you zip up that balikbayan box or max out your luggage allowance, don’t forget to grab a few beauty finds made for Filipinas, by Filipinas. If you’ve ever struggled to find makeup that truly matches your morena skin tone in American stores, now’s your chance to stock up on local Filipino beauty brands that understand your glow like no other.

Whether you grew up in the States or just moved there, it can be tough to find makeup that suits deeper, golden, or olive skin tones without the guesswork. That’s where these homegrown Pinoy brands shine. Designed with Filipino features, lifestyles, and climates in mind, they offer high-quality, affordable, and inclusive options that feel like home—literally and figuratively.

So if you're a proud FilAm who loves makeup that gets you, these brands are definitely worth packing (even if it means leaving behind a jar of bagoong or two).

1. GRWM Cosmetics

“Beauty on your own terms.”

GRWM (Get Ready With Me) Cosmetics is all about empowerment and personalization. The brand has built a loyal fan base thanks to its long-wearing formulas, skin tone–friendly shades, and sleek packaging. Their newest release, the Face Card customizable palette, is a game-changer for travelers and busy girls alike, packing all your essentials in one compact kit.

It’s sustainable, practical, and made for Pinays who are always on the move.

Face Card Customizable Palette: bronzing powder shades you can add to your customizable palette.

2. BLK Cosmetics

Co-founded by Filipina actress and style icon Anne Curtis, BLK Cosmetics keeps it simple, stylish, and accessible. With a focus on easy-to-use, everyday makeup, BLK Cosmetics has gained fans across Asia, including Indian influencer Darhsen, who praised the brand’s quality and affordability.

Their recent summer collection, in collaboration with beauty icon Bretman Rock, includes glow-ready essentials perfect for the summer and for highlighting that radiant morena complexion.

blk x bretman: the collab with “da baddest” features postcards from paradise collection

3. Issy & Co.

Vegan. Cruelty-free. Preservative-free. Inclusive.

Issy & Co. is a pioneer in shade inclusivity within the local market, responding to a long-standing gap in beauty options for Filipinos. Their Issy Active Foundation alone comes in a whopping 27 shades, ensuring that everyone—from the lightest to the deepest morena—can find their perfect match.

If you’ve ever struggled to find your shade, Issy & Co. might just be your holy grail.

Issy Active Foundation: featuring one of the 27 shades for brown-skinned girls out there.

4. Happy Skin

Happy Skin has long been a staple in the Philippine beauty world. With ingredients sourced from Japan, Korea, and Taiwan, this brand merges the best of both worlds: cosmetics that look great and care for your skin.

If you're a lipstick lover, their iconic Shut Up and Kiss Me Moisturizing Matte Lippie is back! Bringing morena-friendly shades that are equal parts hydrating and flattering.

Shut Up & Kiss Me Moisturizing Matte Lippie: Happy Skin’s long-lasting lippie makes its way back to the shelves

5. Vice Cosmetics

Crowned the 2024 Most Influential Beauty Brand in the Philippines, Vice Cosmetics continues to break boundaries in inclusive beauty. Co-founded by the ever-fabulous Vice Ganda, the brand champions beauty for all: regardless of gender, age, or skin tone. Whether you're at a mall or browsing online, you won’t miss their bestselling products like the Dew It All Liquid Blush, known for its pigmentation, staying power, and affordability.

Dew it All Liquid Blush: maximizing beauty with just one dot 

Glow On, Morena!

So before you zip up your suitcase and head to the airport, take one last trip to the beauty aisle. Whether you're restocking old faves or discovering new ones, these proudly Filipino brands make it easy to bring a piece of home with you—and celebrate your natural beauty wherever you go.

Your glow is uniquely yours. Let it shine. ✨

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Written By Hanna Ysabel Yu Noche

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