(SPOT.ph) The 2010s marked a drastic shift in the beauty industry—vloggers, content creators, influencers, and the like had effectively democratized cosmetics both as a skill and as a hobby. The growing number of makeup tutorials, product reviews, and wear tests had allowed everyday makeup users—many of whom had learned how to apply cosmetic products from magazines, which lacked the up-close shots and step-by-step demonstrations of online video—to better apply their products and experiment with the bold colors and looks that defined 2010s makeup.
With more and more people learning how to properly choose, apply, and critique beauty products came a rise in both sales and product diversity. Brands sought to innovate their product offerings while enthusiasts, hobbyists, makeup artists, and even celebrities started their own labels to fill the gaps in the makeup industry and meet consumer demands. And the Filipino cosmetics industry rode the wave, too. Prominent local beauty brands Happy Skin, BLK Cosmetics, Sunnies Face, and Colourette Cosmetics all launched some time in the 2010s with more independent labels popping up in the years that followed. And by the looks of it, there's still room for new players. Case in point: Fiipino TikTok stars Ayn Bernos, Kai Javier, and Rica Salomon teamed up to launch a new cosmetics label called Kayu Beauty.
Who are the Filipino TikTok creators behind Kayu Beauty?
While the 2010s may be over, the influencer space continues to be one of the strongest forces in the beauty industry with many consumers still turning to video tutorials and reviews to get the low-down on new products hitting the market. TikTok, known for its addicting 15-second to three-minute-long clips, has its fair share of makeup-, skincare-, fashion-, and lifestyle-centric content creators, the three owners of Kayu Beauty being just a few examples.
You may remember Bernos from her run in 2021’s Miss Universe Philippines where she made it all the way to the Top 16—the content creator made headlines for her beauty standard-shattering pageant ambitions as well as her outspoken disposition. She’s also the founder of local clothing brand Morena the Label and a co-host of the Camp Confidence podcast, which discusses success and self-improvement.
@aynbernos Reply to @jkgy13 so excited for @kayubeauty ???????? #InspiredByYou ? original sound - Ayn Bernos
Javier has likely shown up on your For You Page at least a few times, too. She’s known for her in-depth makeup reviews and get-ready-with me videos, which have earned her almost 90,000 followers. Salomon, on the other hand, likes to showcase her humor and larger-than-life personality on TikTok through funny skits as well as beauty and lifestyle content. She’s also a professional hair and makeup artist who shows off her skills through photos of clients on Instagram.
@kaijavier When ur the only Gen Z member in the team ???? @kayubeauty ? Major Bag Alert - Damickey Lillard
According to Kayu Beauty's Instagram page, the TikTok creators came together to form the perfect trio to develop makeup products with Salomon being the professional makeup artist of the group; Javier, a makeup connoisseur; and Bernos, the everyday makeup consumer. The brand hopes to create beauty products that cater to Filipinos' beauty-related concerns—shade range, the tropical climate, daily habits, and so on.
What products is Kayu Beauty releasing?
Kayu, explained Bernos on a TikTok video posted February 9, comes from the Filipino word kayumanggi, which refers to the brown complexions that many Pinoys have. "I’ve been frustrated for a long time na parang afterthought kasi 'yong morenas sa mga campaigns," said Bernos in the same video. "When we created the makeup brand, we wanted to make sure na we [morenas] have the space we’ve always wanted."
Kayu Beauty swatch party! Kayu Kiss Lippies will be available on Sh0p3e & L4z4d4 at P349 each ????? original sound - Rica Salomon
Kicking off the launch is the Kayu Kiss, a classic bullet lipstick, which promises a matte but moisturizing formula that’s buildable, velvety, and lightweight. Upon release, the lippie will available in six shades (Love You a Latte, Papa Don’t Peach, Left You on Red, Send Nudes, Clay With Me, and Watcha Pink) that were designed to suit every skin tone. Salomon swatched all the shades and demonstrated their staying power on a TikTok video posted on Valentine’s Day.
Kayu Beauty is launching on February 19. The Kayu Kiss lipsticks will be available on Shopee and Lazada for P349 each.
For more information, log on to Kayu Beauty's Instagram page.