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.

Continue Reading: 6 Stars Who Shut Down BYS Fashion Week With Their Fire Catwalk

Prepare For A Celebration Of Filipino Identity With BYS Fashion Week

Championing Filipino identity on the runway.

From October 5 to 8, BYS will showcase local talent and creativity in The Filipino Palette: Same Same But Different, a week-long fashion show featuring local designers and the unwavering Filipino spirit.

Related: BYS Just Supercharged Fashion Week In The Philippines

Inspired by the multifaceted nature of a makeup palette, BYS Fashion Week 2023 is a testament to grounded adaptability and the Filipino spirit. A makeup palette is a tool that can be made up of different colors and finishes, and can yield a myriad of looks. In bringing together unique, individual products, a palette is able to be at its best—versatile, effective, and a medium for human creativity.

On October 5 to 8, BYS Fashion Week will channel the Filipino Palette as it embraces a distinct blend of individuality and commonality. As our history and our nation is rooted in diversity and often division, local artistry rooted in culture and identity is one thing we can come together to celebrate.

BYS Fashion Week Poster 3

Filipino fashion has always been diverse, but often draws from our deep cultures and traditions. Our identity, itself a convergence of voices, cultures, and influences, is encapsulated in the creations of the designers and artists featured in the second year of BYS Fashion Week.

In this exploration of art, fashion, and beauty, and the common palette that binds us, this event seeks to answer the question: in this world of difference, what brings us together?


BYS Fashion Week Poster 4

In highlighting local artists and artistry, The Filipino Palette: Same Same But Different emphasizes the strength of our collective identity and the possibilities of our creative spirit. As with anything in our culture, the Filipino Palette offers diverse perspectives and ways to carry our history and culture with every step forward.

BYS Fashion week is a tribute to BYS Philippines’ connection to its “diverse, discerning” Filipino audience. It’s a space to “celebrate the beauty of our differences, the strength of our shared identity, and the endless possibilities that arise when we come together as a community of creatives,” says Angie Goyena, president of iFace, Inc., the distributor of Australian brand BYS Cosmetics in the Philippines.

Same Same But Different, a statement of contrast and juxtaposition, signals a confluence of differences that marks the Philippine landscape and captures the essence of Filipino identity—an essence that local artisans used to breathe life to their creations.


BYS Fashion Week Poster 1

All week, Filipino designers will showcase how they’ve woven together narratives of tradition and innovation, heritage and modernity, with their unique interpretations of fashion and beauty. From ready-to-wear pieces to extravagant collections, contemporary edge to enchanting whimsy, there’s something for everyone on this runway.

The four-day affair will open with bold designs from, Antonina, Rafa Worldwide, and Randolf Clothing on Day 1. On Day 2, designers Neric Beltran and Chris Nick will bring their innovative fashions to the runway. Then, the stage is set for visionaries Vin Orias and Cheetah Rivera on Day 3. Finally, Vania Romoff will close the show with her timeless, feminine pieces on Day 4. Models will walk down the runway wearing these designers’ creations and in beauty looks orchestrated by makeup artist Gery Penaso.

As contemporary art and fashion move toward highlighting identity and the freedom to express who you are through clothing as well as to create art however you see fit, BYS Fashion Week’s message rings loud and clear: be yourself.

Stay tuned to BYS Fashion Week 2023 on Instagram, and follow BYS Cosmetics on Facebook, Instagram, X, and Tiktok.

Continue Reading: Beauty Spotlight: Hair and Makeup From BYS Fashion Week 2022

Uncovering True Beauty: Hwang In Youp Proves He’s More Than Just Another K-Drama Actor

With the recent success of ‘True Beauty’, who knows what else this dashing actor has up his sleeves?

En route to becoming one of South Korea’s rising actors of this generation, Hwang In Youp joins BYS Philippines as he continues to make us swoon with his flawless skin and impeccable talent

Isn’t it just soul-stirring when our favorite stars and celebrities are standing up for necessary positive change? What’s even better is if they’re doing so alongside forward-thinking brands that aim to uplift us all in more ways than one! That’s exactly the case for South Korean actor and True Beauty lead Hwang In Youp who’s not only gratefully basking in the spotlight of television and film, but is also smashing stereotypes one beauty product at a time as BYS Philippines’ newest Ambassador.

True Beauty revolves around the self-esteem that’s built through makeup and skincare. Lim Ju Kyung poses as a high school student who initially used makeup as a mask before eventually turning it into a confidence-booster. Towards the end of the show, along with her fellow protagonists Lee Suho and Han Seo Joon, she finally accepted herself for who she truly was behind all those products. Needless to say that the three leads were able to unravel and uncover beauty and what it actually stands for as the show progressed.

Our favorite new bad boy has arrived

The second that Han Seo Joon, played by the captivating Hwang In Youp, took off his motorcycle helmet in the second episode, I knew I was done for it. From his ever-so-fitting leather jacket all the way to his piercing gaze, I was mesmerized. His mischievous yet lovable and protective personality would make anyone want to have playful banters with him all day long, but it was also his silky smooth and clear skin that got Cupid’s arrow flying straight to my heart.

That Filipino connection

Out of sheer admiration, I decided to look up Hwang In Youp’s background. While innocently scrolling through the results, I realized that the 30-year-old actor was the one being immensely talked about all over social media a while back after it was announced that he lived and studied in Davao, Philippines for a few years.

I had no idea that the show that would pull me back into the world of K-Dramas was starring the same person who would want another taste of the Philippines’ classic pork dish: Lechon. During an exclusive chat with BYS Philippines, he mentioned that should he have the opportunity to return to the country after more than a decade, he would fly to Davao City again, while adding, “I really liked Lechon. If I can visit again, I really want to eat Lechon.” I guess we can all say he’s got a little bit of Filipino in him, doesn’t he?

Stereotypes are now on their way to being a thing of the past

When talking about beauty, we tend to recall the standards that Philippine society has ingrained in us ever since we were little kids. We have to have white skin, have little to no pimples, or only get fine lines once we reach a certain age. We were also told that only women can use makeup and skincare because it was seen as feminine, and just not what men should engage in. That certain stereotype has crushed the feelings and self-esteem of countless people, and Hwang In Youp is just over it. Now standing as the new face of BYS Philippines, the rising star is crushing stereotypes one step at a time.

“I’m very pleased. I think it’s thrilling and meaningful,” shared by Hwang In Youp himself about being part of a beauty brand that encourages us to confidently be our truest selves. Now, he is stepping with BYS Philippines–yes, even with Skin by BYS–to let the world know that men are free and more than welcome to do what they want to take care of their skin. When asked about the must-have skincare product he thinks should be included in every man’s regimen, the K-Drama oppa said, “I apply sunscreen everyday. I think that applying sunscreen to block UV rays is the most basic and healthy formula for the skin. I think sunscreen is what I need the most.”

Initially pursuing modelling before entering different web and tv screens, the soon-to-be Netflix Original actor is completely familiar with the importance of having clean and healthy skin. With BYS Philippines previously highlighting that we should all love ourselves harder, Skin by BYS allows us to become comfortable in the skin we’re in, and it’s in loving ourselves even more that we become empowered to uncover true beauty, whether we’re a man, a woman, or whoever and whatever else on the spectrum.

iFace General Manager Angie Goyena reveals that the story of True Beauty and the tied-up journey between Ju Kyung, Suho, and Seo Joon struck a chord with BYS Philippines’ 2021 campaign, Uncover Beauty. She adds, “Signing on Hwang In Youp as our endorser is a statement about our stubborn assumptions concerning gender and beauty. This is an opportunity for us to smash stereotypes and shift away from standards, as well as be that voice to help shape the way we see beauty.”

Hwang In Youp is uncovering true, unapologetic beauty

Along with the enormous launch of Hwang In Youp joining the team of BYS Philippines comes the introduction of Skin by BYS Minis less than six months after the release of Skin by BYS. This makes it a lot easier for us to get a full skincare regimen without having to commit to acquiring all full-sized bottles. The Skin by BYS Minis are also so much lighter on the pockets that some might even call it a steal! Thanks to the effectiveness of each product and the loyalty gained from their makeup users, the brand has now strengthened their foothold in the local skincare scene as well.

Skin by BYS Minis is a collective of some of the products initially released–only handier and more affordable. The set includes the following: Extra Gentle Milk Jelly Cleanser that creates a smoother and brighter complexion; Extra Hydrating Balancing Toner that restores the skin’s elasticity while reducing fine lines; Extra Glow Brightening Serum that makes the skin brighter, plumper, and more youthful; Extra Glow Face Cream that brightens the skin for a more glowing complexion; Extra Brightening Eye Cream that diminishes puffiness around the eyes; and Extra Effortless Pore Perfecting Sunblock that protects the skin against harmful UV damage while preventing photoaging and weakening of collagen and elastin fibers. Seeing as the actor considers sunscreen as his skincare must-have, I bet he’s just in love with the weightless Skin by BYS Sunblock with broad-spectrum SPF 50 PA+++.

The serum, face cream, and eye cream all have been reformulated as BYS Philippines added BuleResisterWE, which is a polyphenol component of wine that helps in protecting the skin against exposure to high-energy blue tint radiated from various screens.

Not only are the six Skin by BYS products the only things included in the Skin by BYS Minis set, but it also comes with two limited edition Hwang In Youp photocards that even I might lose my mind over, what more long-time fans of his? It goes without saying that Skin by BYS Minis is a treat for the skin and the eyes, indeed.

Climbing his way to the top

With his raw talent and unmistakably clear, smooth, and healthy skin, Hwang In Youp is undeniably on his way to become one of South Korea’s most inspiring actors. From being on a show that, in the end, encourages us all to be comfortable in our own skin to being the face of a brand that is more known to cater to women, this is only the beginning for Hwang In Youp and his journey towards a more fruitful career, whether that’s in the form of a bad yet soft boy on screen or a skincare aficionado that aims to uplift us all to love ourselves harder for us to uncover true beauty off screen.