How BYS Philippines Is Putting Filipino Talent, Beauty, And Creativity Front And Center

Empowering the Filipino through beauty.

In taking up space in the local beauty and fashion market, global brand BYS Cosmetics puts the Filipino in the spotlight, first and foremost.

Related: Prepare for a Celebration of Filipino Identity With BYS Fashion Week

When Australian cosmetics brand BYS Cosmetics came to the Philippines in 2012, they wanted to harness the power of cosmetics to encourage Filipinos to be authentically themselves. Now over a decade as a staple in shelves and makeup bags, they continue to champion Filipino talent, beauty, and creativity with every product, partnership, and initiative.

It’s great when brands—especially big global brands—don’t just bring their products to local shelves, but actually try to understand what their audience needs and wants. It’s not enough to simply encourage Filipinos to consume their products, but a brand has to be intentional in diving deep into our culture and identity to be able to connect with their audience.

BYS Cosmetics Philippines’ efforts to celebrate the Filipino is exhibited in empowering women, showcasing diversity and local artistry in beauty and fashion, and advocating for a wide range of relevant issues.


BYS has partnered with and sponsored pageants Miss World Philippines and Miss Universe to empower Filipinas through beauty. In 2017, they provided the Miss World Philippines 2017 candidates a makeup starter kit for all their glam needs. In 2018, they once again collaborated with Miss World to host the BYS Holiday Presentation, an intimate fashion show to show off an array of fashion and makeup looks—complete with extravagant floral headpieces—on the Miss World PH candidates.

They also partnered with Miss Universe for a campaign that encourages Filipinos to be bold and unafraid to show the world who they are; furthermore, Miss Universe Philippines 2022 Celeste Cortesi walked the first-ever BYS Fashion Week runway in a show of Filipino beauty, inside and out. And to celebrate their 10th anniversary in the Philippines, BYS also released a collection of palettes inspired by Philippine places: Manila, Boracay, and Siargao.

Besides giving a chance to local artists, designers, and brands to showcase their craft, BYS also advocates for the overall well-being of Filipinos. In 2021, they launched a mental health campaign, Break Your Stigma, dedicated to connecting Filipinos with mental health professionals and providing assistance to navigate mental health journeys. It’s an initiative meant to address the rampant issues involving mental health in the Philippines, such as lack of access and support, and the breaking of stigmas.


This year, BYS is taking their advocacies to the runway once more as they embark on BYS Fashion Week 2023, titled The Filipino Palette: Same Same But Different. The fashion week will be held on October 5 to 8 and features a roster of Filipino artisans and designers drawing from local culture, textile, and environment.

Established and emerging talent will exemplify the Filipino Palette in a mix of modern and classic looks that are woven with the stories of our people and nation. As BYS’ initiatives involve the inherent connection between self and the world, and as the identity of each local artist is intertwined in their creations, each BYS fashion show puts the spotlight on Filipino identity and craftsmanship.

Aside from local artistry, the event endeavors to celebrate the diversity of Filipinos and our culture—how our differences are rooted, still, in shared history and identity. Those differences are further explored in the various advocacies that the Filipino designers fight for. For instance, in last year’s BYS Fashion Week, sustainability and mental health were highlighted in designer collections that were made with purpose and a message that’s shared the moment it hits the runway.

Armed with an intent to empower Filipinos, BYS Philippines continues to champion talent, creativity, and authenticity in all the ways they can.

BYS Fashion Week 2023: The Filipino Palette: Same Same But Different will start on October 5. Follow along on Instagram here!

You can find BYS Cosmetics in all Watsons and SM Beauty stores, as well as on Shopee, Lazada, and Amorfia.

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