The biggest beauty event of the year, BeautyCon 2024: Journey Into Beauty, is ongoing until 23 March at the SMX Convention Center Halls 1 and 2 with over 100 participating beauty and personal care brands.

This event is free for all Watsons Club, SMAC and Look At Me members with special discounts and freebies on cosmetics, fragrances, skincare, haircare, body care and more. Participating Filipino beauty brands include Issy Cosmetics, GRWM Cosmetics, Colourette Cosmetics, Absidy Beauty, BLK Cosmetics, Happy Skin Cosmetics and Vice Cosmetics. Explore trending Asian cult favorites like Hada Labo, Laneige, Beauty of Joseon, Dr. Jart+, Tsubaki, Round Lab and more.

Attendees are also in for a treat with luxury brands showcasing their ranges including Calvin Klein, Carolina Herrera, Viktor & Rolf and Armani. International faves include Shiseido, Laura Mercier, Huda Beauty, Kiehl's and Lancôme. 

Expect brands like Neutrogena, Celeteque, Dove, Biorderma, Nivea, Ponds and Olay to showcase their latest technologies and innovations. Stop by SkinSmart for new faves like Kora Organics, First Aid Beauty and Supergoop.

Beauty tools are also present, such as Kiss NY, Real Techniques, JML, W Elite, Euroo and Wet Brush among many others. You will also enjoy having Watsons own brands all together like Naturals by Watsons, Watsons Baby, Dermaction Plus by Watsons and Collagen by Watsons. 

For hair care and styling, stop by Kerastase, Manic Panic and Liese. Men's body care and grooming staples will also be around: Gilette, Old Spice and Rexona Men, to name a few.

Aside from the partner brands, A-list celebrities and beauty icons are also making surprise appearances at the event.