Looking for influencers who can give you skincare, makeup, and fashion content in the Philippines? You’re in the right place! Beauty, personal care, apparel, and footwear industries have continued to grow in market size in the past decade. Due to Filipinos’ rising income and evolving lifestyle, brands in these industries have become in-demand, making the country a great place for global brand expansions. Consequently, more and more influencers in this niche are rising on social media.
Revenue for personal care brands, alone, has continued to increase in the past five years or so. Personal care products received more than 2.4 billion US dollars in revenue for 2021, while skincare, fragrances, and cosmetics received a total of over 2.5 billion altogether. Although international brands have made their way into Philippine stores and malls, there’s also a rising number of local cosmetic and personal care brands today. How can international brands compete with relatable local brands? Easy–through influencer marketing.
Beauty and fashion influencers in the Philippines are two of the most-followed influencer types. These makeup and style gurus vary in content, from tutorial videos, shopping hauls, tips and tricks, to top brands lists. They also vary in platform, with some using Instagram and YouTube, while others utilizing TikTok. Although varying in content styles and preferred apps, these influencers have one thing in common–they relate to the local Filipino community. This familiarity with their audience is what sets them apart, and what gives brands great marketing successes.
So, if you’re looking for a content creator who can represent your brand, then keep on reading. In this list, we curated the top 11 beauty and fashion influencers in the Philippines. Let’s take a look!
Philippines’ Top 11 Fashion & Beauty Influencers ⬇️
11. JP De Leon
Followers: 122K
Topic: Men’s Fashion, Urban Clothing
JP De Leon is a Filipino blogger and online influencer from Manila. He’s always up-to-date with what’s “in” and what’s “trendy,” which can easily be seen from his aesthetic feed. He’s an inspiration for urban style outfits which are simple, yet crisp and clean.
10. Marj Maroket
Followers: 175.5K
Topic: Cosmetics, Beauty
Marj Maroket is a makeup artist and Manila-based beauty influencer on TikTok. She completed formal lessons from the Center of Aesthetic Studies, equipping her with the expertise she shares on social media. Marj is known for giving makeup tips suited for Filipinas who are “morena” (brown-skinned), allowing them to love themselves and become confident in their own skin tones.
Marj has worked with international brands such as Maybelline, Fenti, and Charlotte Tilbury.
9. Denisse Sy
Followers: 225.8K
Topic: Fashion, Lifestyle
Denisse Sy is a video creator on TikTok who focuses on giving outfit inspirations to her followers. She commonly teaches her viewers how to mix and match a few pieces of clothing to create different-looking outfits good for the rest of the week. She also creates outfit idea videos for various events, such as looks for school, office, date, and looks for the summer.
8. Ida Anduyan
Followers: 247K
Topic: Fashion, Lifestyle, Urban Clothing
Ida Anduyan has been at the forefront of fashion content creation in the Philippines. She’s one of the first ever Filipino influencers who utilized Instagram to showcase their inspiring OOTDs and aesthetic photos. Ida has worked with several brands in the past, including Burberry, Levi’s, Kiehls, and Hermes.
7. David Guison
Subscribers: 328K
Topic: Men’s Clothing, Lifestyle, Travel
David Guison is a Filipino men’s fashion vlogger popular across YouTube and Instagram. He is the founder of the DG Manila Fashion and Lifestyle Blog. He often tackles in his videos men’s clothing ideas, creating “Lookbooks” which his audiences can draw inspiration from. He also creates content about men’s footwear, lifestyle, travel, and even food. He has previously worked with Wrangler and Adidas.
6. Crisha Uy
Subscribers: 624K
Topic: Skincare, Lifestyle
Crisha Uy used to be a commercial model and make-up artist, who has now turned into a full-time YouTuber. She’s popular in the topics of skincare, self-care, and lifestyle. She usually shares her secrets to looking young, fresh, and stress-free. Aside from beauty content, she also creates videos about her travels, food, life in general, and online challenges.
5. Angel Dei Peralta
Subscribers: 746K
Topic: Beauty, Lifestyle, Self-Care, Fashion
Angel Dei is one of the most prominent makeup gurus on Philippine social media. She rose to fame after creating makeup tutorials for beginners on YouTube. She now also creates content out of the beauty niche, such as travel videos, home appliance hauls, fashion try-ons, vlogs, and many others. Until today, she is known for giving Filipino women tips and advice on beauty, self-care, health, and lifestyle.
4. Geraldine Rivera
Followers: 783.2K
Topic: Cosmetics, Beauty
Geraldine Rivera is a beauty influencer on TikTok who gained recognition for her stunning makeup looks and easy-to-follow tutorials. She’s followed by many Filipina women because of her accurate reviews and affordable makeup hauls. She’s worked with several brands in the past, such as Maybelline, Brilliant Skin, Vice Cosmetics, and Colourette.
3. Sushi Girl
Followers: 1.2M
Topic: Cosmetics, Fashion
Sushi Girl is well-known on TikTok for her quality product recommendations, may it be beauty products, makeup tools, clothing, or skincare. She’s gained a massive following on the app because of her tutorials, where she uses cosmetics fit to her audience’s budget. She also uploads mini vlogs and dance videos.
2. Rei Germar
Subscribers: 1.55M
Topic: Fashion, Beauty, Lifestyle, Travel
Rei Germar is a YouTuber known for her fashion hauls, travel videos, beauty tutorials, and lifestyle tips. This 25-year old influencer managed to gain over 1.5 million subscribers on the platform through her high quality videos, transparency, and relatability. She’s always been sought after by various brands, like Lazada and H&M.
1. Liz Uy
Followers: 1.7M
Topic: Fashion, Luxury, Lifestyle
Liz Uy is a fashion stylist, entrepreneur, and Instagram fashion influencer in the Philippines. She’s well-recognized for her edgy and luxurious concepts and ideas. She commonly posts about celebrities she’s styled, her own OOTDs, the brands she adores, and her lifestyle in general. She usually posts about luxury brands such as Gucci, Versace, and Bvlgari.
Conclusion
The beauty and fashion industries have been booming in the Philippines in the past decade. Billions of US dollars in revenue are attained by companies in these industries through the Filipino market. True enough, this makes the Philippines a viable option for market expansion for brands on an international scale. The best way to get through this market’s heart is by collaborating with local fashion and beauty influencers.
We hope you were able to gain insight on what content creation in this niche looks like. We provided the top beauty and fashion influencers to date, and we hope you found the perfect influencer to represent you and your brand.
For more information on influencer marketing in the Philippines, check out the AJ Marketing Blog.
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