Look At Me, Watsons Philippines’ premium beauty concept, has opened its newest store at SM North Edsa, expanding its curated selection of global beauty brands to shoppers in northern Metro Manila.
Positioned as a modern luxury retail destination, Look At Me North Edsa offers a tightly edited mix of international fragrance, skincare, makeup and haircare brands, many of them niche, cult favorites and premium labels not typically found in mainstream beauty counters.
The store reflects a growing shift in the Philippine beauty market toward intentional curation, expert guidance and experiential retail.
“Filipino beauty consumers are more informed and discerning than ever. With Look At Me North EDSA, we wanted to create a space that brings global beauty closer to them, one that offers curation, expertise, and an experience that feels both elevated and personal,” said Danilo Chiong, managing director of Watsons Philippines.
The new store features luxury fragrance and beauty houses such as Prada, YSL, Armani, Versace, Rabanne, Dolce & Gabbana, Maison Margiela, Viktor & Rolf and Mugler.
These are complemented by Korean and Japanese skincare brands known for ingredient-focused formulations, including Dr. Jart+, Laneige, Innisfree, Beauty of Joseon, COSRX, Round Lab and Torriden, alongside global names such as The Ordinary, Rhode, Charlotte Tilbury, Hourglass, ONE/SIZE, Shiseido and NARS.
Designed to go beyond traditional shopping, Look At Me North Edsa combines guided discovery with convenience. Shoppers can book expert-led consultations, from fragrance layering to skincare matching, while also accessing self-checkout counters and a pickup point for online orders. The layout and service model draw from international luxury beauty concepts, adapted for local shopping habits.
Chiong said the concept was created to fill a clear gap in the local market. When Look At Me launched five years ago, during the height of the pandemic, there was no single, curated destination focused on premium beauty.
“From a consumer perspective, it’s clear that Watsons is the go-to destination for personal care and daily essentials—this is its core strength, alongside health products. SM Beauty, on the other hand, focuses on masks, cosmetics, and fragrances. It’s what we would traditionally call a department store beauty concept, but reimagined as SM Beauty. Then there’s Look At Me, positioned as the posh big sister. We pride ourselves on being the home of rare, cult, and premium beauty finds,” Chiong explained.
Within Look At Me, cosmetics and fragrances remain the strongest categories, with fragrances seeing particularly strong growth in recent years.
“In the past few years, fragrances have really boomed. While we don’t carry the extremely high-end labels, we are home to more premium fragrance offerings. Some customers even say, ‘I used to buy YSL only at the airport—I never really explored it until I found it at Look,’” Chiong explained.
Service is also a key part of the experience. Look At Me employs a team of makeup artists known as Gen Look, who function not only as beauty consultants but also as personal shoppers.
“They’re not your typical sales assistants or beauty consultants because they’re also makeup artists. It’s very service and experiential,” Chiong proudly noted.
Following the North Edsa opening, Watsons plans to expand Look At Me further, including outside Metro Manila. While locations have yet to be announced, Chiong said the goal is to make the concept a true destination for Filipino shoppers.
Look At Me is available at SM North EDSA, with its curated selection of global beauty brands also accessible through the Look At Me app.
