MANILA, Philippines — Korean and Asian beauty take center stage at SM Beauty as the retailer brings together a selection of popular skincare, hair care and beauty products through its "#SoMuchKBeauty" campaign.
The special pop-up at SM Mega Fashion Hall, running from Sept. 15-21, offers shoppers an opportunity to explore Korean beauty favorites and discover products from established and emerging Asian beauty brands in one space.
The display features a range of skincare products, including offerings from brands such as Deoproce, COSRX, Beauty of Joseon, Round Lab, Genabelle, Some By Mi and Torriden. Japanese beauty brands, including Hada Labo, Senka and Bioré, are also part of the selection.
The campaign highlights the continued appeal of K-beauty and Asian beauty, which have gained a strong following for their innovative formulations, diverse product offerings and skincare routines suited to Asian skin and tropical climates.
Beyond skincare, the pop-up also showcases hair and scalp care products from Korean and Asian brands such as Tsubaki, Super Mild and Fino.
The experience reflects SM Beauty’s wider selection of beauty products available across its more than 79 branches nationwide. Select branches also feature dedicated Korean and Asian beauty sections where shoppers can browse and try products in person.
Through #SoMuchKBeauty, SM Beauty continues to bring Korean and Asian beauty trends and favorites closer to Filipino consumers, offering both longtime K-beauty enthusiasts and newcomers more ways to explore the region’s growing beauty scene.
The #SoMuchKBeauty pop-up is open at SM Mega Fashion Hall from Sept. 15 to 21, giving shoppers a chance to explore the featured Korean and Asian beauty finds firsthand.
