Beauty brands, industry personalities and beauty enthusiasts are set to gather at the SMX Convention Center Manila when “BeautyCon 2026” takes place from March 19 to 22, offering four days of retail exhibits, talks and consultations focused on cosmetics, skincare and wellness.
Organizers said the event will occupy more than 9,000 square meters of the venue and feature more than 185 participating brands with interactive booths and retail displays. The convention is open to Watsons Club members, SMAC holders and Look List patrons.
Visitors will be able to browse products and purchase items from participating brands during the event. Organizers said members can also use the Watsons app’s Click & Collect feature, which allows customers to scan items at booths, check out through the app and collect their purchases at a designated pickup point. Sixty cashiers will be deployed throughout the venue, tripling the number from the previous edition, to accommodate transactions across the convention floor.
BeautyCon 2026 also coincides with the 185th anniversary of AS Watson, the parent company of Watsons and a health and beauty retailer founded by Alexander Skirving Watson in Hong Kong. The anniversary carries the theme “Grow As One.” Dr. Malina Ngai, Group CEO of AS Watson, is expected to attend the convention as part of the anniversary activities.
Throughout the four-day event, BeautyCon will host workshops, talks and panel discussions involving figures from the beauty and wellness sectors. Previous editions featured makeup demonstrations by professional artists as well as forums with dermatologists and wellness experts. The event also serves as a venue for audiences to meet celebrities and brand ambassadors associated with participating brands.
The Philippine Dermatological Society will offer free skin and scalp consultations during the convention.
BeautyCon 2026 will run from 10 a.m. to 9 p.m. Admission is free for SMAC holders, Watsons Club members and Look List patrons who present their membership cards or QR codes at the venue.
