The Philippine beauty and wellness scene is definitely having its moment — and it’s about time. From homegrown brands to inclusive campaigns that celebrate every Filipina skin tone and story, the industry is finally embracing the full spectrum of our beauty. And it’s not just the big names leading the charge.

Local startup brands are also claiming their space in the scene, each with their own take on skincare, self-care, and wellness. At the heart of this growing movement is BeauCon Manila, the Philippines’ first and original beauty trade expo, founded by Liz Tan, John Louis Kiocho, and Jhomel Tiu in 2023, a platform that’s changing how we discover, support, and empower homegrown beauty and entrepreneurs.

The Beat Manila sat down with one of the founders, Liz Tan, on the first day of BeauCon Manila last Oct. 11, 2025, to learn more about the story behind the event — and what it truly stands for.

From Casual Conversations to Brave Steps

BeauCon Manila began over casual conversations and steaming bowls of lugaw shared by Liz, John Louis (JLo), and Jhomel. What started as a passing thought: "Why aren’t there any events that talk about beauty brands?" soon turned into a bold idea that would later reshape the local beauty landscape.

Back then, conventions and expos were mostly limited to the manufacturers and suppliers — an industry Liz herself was once part of before the pandemic. That gap then sparked a vision: to create a platform and event that puts local beauty and wellness brands at the forefront, empowering business owners, entrepreneurs, and enthusiasts to take pride in and celebrate the growing Philippine beauty industry.

Liz shares that BeauCon Manila isn’t just about showcasing brands and earning sales — it’s about creating genuine interactions and connections between them and the people who support them.

“We know that in ads, the more money you spend, the more reach you get. Here at BeauCon Manila, by just being there, you’re already reaching the people,” she said.

With three founders at the helm, the creation and organization of BeauCon Manila might seem like a seamless process. But behind the scenes, Liz explains, it’s their unique roles and balanced dynamic that make everything work. Each founder brings a different trait to the table — complementing one another in ways that have fueled BeauCon’s growth over the past three years.

“I’m the PR and the ‘Yes Man.’ Jhomel is the strict one, while JLo is the ‘referee’ and our formal side,” said Liz. “With that, even if we’re different, we’re balanced and at the end of the day, we get to an idea that we all agree on.”

Rejections, Redirections, and the Beauty of BeauCon

Creating and organizing an event like BeauCon Manila came with its fair share of challenges — and Liz was candid about everything they’ve faced over the past three years. For a movement built on passion and community, there were moments of rejection, setbacks, and obstacles that tested their purpose. Yet through it all, the team kept moving forward, trusting that every rejection is simply a redirection that bloomed into what BeauCon Manila is today.

“It’s depressing,” she said, talking about all the rejections they’ve faced from brands in the past. “[But] we have to move forward, maybe it wasn’t their time [with] us, or they might not be for us just yet. Maybe in the future, they’ll see what BeauCon is all about.”

In their first year, Liz shared, many of the brands they tapped were clueless about what to expect. Some asked if it was going to be a bazaar or whether they’d earn from joining. But for Liz, sales were only a secondary goal. “It’s an event for awareness and for brand activations. We’re here to introduce brands, and for the brands to hold activations to get them known by people.”

BeauCon Manila was built on genuine passion and authenticity — and the people who have joined this movement carry that same spirit. Liz shared that seeing everything and everyone come together at Megatrade Hall 2 felt surreal.

“Every year, the energy is different,” she said.  “I can’t compare the BeauCon Manila from the past to the one we have now, but what I can say is that every year is happy, busy, and tiring. By the end of the two-day event, you’ll miss that tired feeling — and some even find themselves wondering how it’s already over.”

The event also highlighted the grit and enthusiasm of the brands that joined BeauCon Manila. CEOs themselves were seen actively participating — manning their booths, chatting with visitors, and even taking short interviews amid their packed schedules. It was a lively display of how motivated these founders are to make their brands seen and known.

BeauCon Manila Then and Now, and What’s Next for the Philippine Beauty Industry

BeauCon Manila may be thriving now, but as Liz recalls, things looked very different in the beginning. Back then, many brands were unsure of what the event truly meant for them — or how it could shape their place in the local beauty scene.

“The people and the brands now understand what BeauCon means,” she shared. “It’s not about sales; it’s about brand activations and building the community through real-life interactions with the brands and the people behind them.”

When asked about a specific moment that made her realize that BeauCon Manila was finally happening, Liz admitted that it didn’t hit her right away. The feeling only sinks in when people she doesn’t often talk to reach out to congratulate her.

“When people I don’t know — or don’t talk to often — suddenly message me after the event, that’s when I realize, 'Huh, we’re actually successful,'” she shared. “I don’t think about how we should be more competitive with the other beauty conventions that started popping up after we did — I just want to have fun with what we do.”

At BeauCon, every year is different — each one bringing different stories and faces together to shape what the Philippine beauty community is, and what it’s becoming. Liz describes this growth as a heartwarming sign that the movement is not just thriving locally, but also slowly beginning to reach a global stage.

“I’ve been to Jakarta, Malaysia, and Thailand, and their beauty brands are well-known now,” she said. “The brands that we have here can just be like theirs — we just have to make an effort to get them known. That’s the vision we have at BeauCon: to go global for the brands and to uplift Filipino beauty.”

BeauCon Manila has made its mark as the Philippines’ first and original beauty trade expo. For three years now, the team has continued to bring the community together — and the question naturally follows: What’s next?

Liz shares that they’re now ready to grow even bigger than they are now. “We hope that in the years to come, we’ll be the most anticipated beauty event of the year,” she said.

She also revealed their next step: the BeauCon Manila Campus Tour Edition, where they will be bringing brands, deals, and more to universities around Metro Manila — and possibly even to Cebu and Davao.

At its heart, BeauCon Manila is more than just an event — it’s a reflection of how far the local beauty scene has come and how much further it can go. What began as a small idea between friends over hot bowls of lugaw, has now grown into a movement that champions authenticity, community, and the brilliance of homegrown brands.

As BeauCon continues to evolve, it carries a promise with it: that Filipino beauty and wellness — diverse, dynamic, and deeply human — whether from a big brand or small brand, deserves to be seen by every Filipino and by the world.

Follow BeauCon Manila on Facebook and Instagram to learn more about them and to stay updated with what they have coming next.