Did you know that the Philippines is a growing market for all things beauty and personal care? In fact, according to a report published by Allied Market Research titled, “Philippines Beauty & Personal Care Market: Opportunity Analysis and Industry Forecast, 2019–2026,” the Philippines’ beauty and personal care market size was valued at $3.3 billion in 2018 and is projected to reach $4.7 billion by 2026, registering a compounded annual growth rate of 4.8% from 2019 to 2026.
For balikbayan women who occasionally visit the Philippines, this comes as no surprise. In fact, KUBO asked balikbayan Pinays what’s on their must-list when they visit home, and availing of beauty products and scheduling beauty services were definitely part of their to-dos.
Curious about what to get and have done? This rundown can show you what beauty makeovers to add to your homecoming musts.
1. Haircut and color
Many Pinays based abroad save their ultimate mane makeovers for when they come home to the Philippines. New York-based Marie says that’s really part of her Manila errands. “Every time I go home, I make sure to visit a reputable local salon for the works.”
Price tags in the US or abroad can get so steep when it comes to treating your tresses, setting you back hundreds of dollars for a so-so hair treat. While some local salons can command a hefty price tag, too, “it still comes out cheaper in Manila to get their ultimate hair package: a cut by the creative director, fancy hair color, and treatment,” says Marie. Plus, she says the VIP treatment and service here cannot be beat.
2. Teeth upgrade
Whether you’re needing a dental procedure for comfort or aspire for perfectly aligned pearly whites, consider getting them done in the Philippines.
Depending on your HMO package overseas, aesthetic dental procedures are usually not part of your coverage. And, waiting on schedules for more routine procedures can sometimes take months.
So, California-based Kate waits for her annual visits to get her dental procedures done in the Philippines. “Of course, I still do the emergency ones abroad, but if I can wait for the other dental procedures, then I prefer to have them done back home,” she says. Kate also likes that the referral system for dentists—or any other doctor, for that matter—is more personal here. “You’re going to a cousin, a trusted friend’s dentist/doctor, or even someone your idol celebrities go to. The access is great and the talent is impressive.”
3. Anti-aging and skin-loving procedures
Thank our Asian and Pinay genes for our relatively great skin. Ours is usually supple and soft, glowing and youthful. So, maintaining the state of our skin is important. Without the humidity of the Philippines, our skin, however, can get dry and flaky if you live abroad. This is especially true during winter months.
The thing is, unless you have a huge beauty budget, we’re often left to our own devices overseas: over-the-counter cosmetics and thicker creams in the colder months. In the Philippines, however, you’ll find that visiting a dermatologist or aesthetician is rather common. Most Pinays regularly visit their skin pros for non-invasive machine treatments to tighten skin, improve elasticity, and revive that youthful glow. So, do your research ahead and book the latest beauty treatment during your visit over.
4. Plastic surgery
On Facebook, there are so many plastic surgery groups and community boards where people ask questions and provide information about plastic surgery procedures done in the Philippines. These procedures can be bodily makeovers for anything—from boob augmentation and nose jobs to Brazilian butt lifts and hourglass liposuction. If you’ll check out any of these boards, you’ll find many patients sharing their before and after, and you’ll be floored by the results.
You’ll notice that many women posting are overseas-based Pinays who come home to get these procedures done. They claim that price tags in the Philippines for these procedures are more reasonable, and the after-results are perfect. We’re guessing it’s because Philippine doctors are used to working with our usual Pinay frames and bone structures, but we’re also confident that if you find a good Philippine surgeon, he or she will be on top of their game. After all, our medical professionals—nurses or doctors—are usually “exported” abroad because of their skill and talent, so imagine having a pool of exceptional surgeons to choose from here.
Note that many of the top surgeons are booked way in advance, sometimes even a year in advance, for procedures. So, if you’re planning a visit in the future, we recommend joining the Facebook groups ahead and booking your slot ahead of time.
5. Grabbing local beauty products
When Mandy, who is based in Virginia, came home to visit her family, she noticed so many new local, Philippine-made or -branded products. “It was so exciting to see so many Philippine beauty products in department stores,” she says. Mandy adds that she likes the selection here because she feels the local products are made with both our skin texture and color in mind.
So, where can you grab your Philippine beauty loot? The great thing about it is that Philippine beauty brands are now easy to find because they’re on the shelves and counters of your favorite shopping destinations in the Philippines. In fact, the Philippine hypermarket/supermarket segment was the highest contributor to the beauty market, with $801.5 million in 2018 and the figures have been steadily growing since.
