Named as one of Tatler’s Medics of the Moment 2024, Dr. Christine is renowned for her holistic and natural approach. Born into a family with 5 generations of food scientists and being of English and South-Korean descent Dr. Christine developed personal interests in skincare, skin health and nutrition. Combining these interests with her clinical experience and frequent trips to Seoul, and recently to the Philippines, Dr. Christine is at the forefront of aesthetic medicine. She works exclusively and meticulously from the award winning Taktouk Clinic in London alongside a team of the highest calibre of physicians, to provide safe and effective care of the highest standard.
LABBRAND is delighted to speak with Dr. Christine about her perspectives as an all-rounded design expert in the beauty field to hear her insights and experience on Fil-Beauty:
From the Bebot revival to the Morena movement and a wave of homegrown brands going viral, Filipino beauty (“Fil-Beauty”) is no longer a footnote in Asia’s beauty story – challenging inherited ideals and building something distinctly its own.
Asia’s beauty landscape has long been defined by three dominant forces: the glass-skin minimalism of K-Beauty, the precision rituals of J-Beauty, and China’s increasingly powerful domestic market. Each evolved from a distinct cultural philosophy and shaped what the rest of the region aspired to. The Philippines, by contrast, spent much of its modern beauty history looking outward – first absorbing Western ideals carried over from decades of colonial influence, then adopting the K-Beauty and J-Beauty frameworks that swept across Southeast Asia.
What is shifting now is that Fil-Beauty is beginning to define itself on its own terms. Local cultural movements are quietly challenging inherited norms – around skin tone, around femininity, around what beauty is even for – and the brands, aesthetics, and values emerging from that reckoning are distinct in ways that matter beyond the Philippines. Fil-Beauty may not yet rival its neighbors in global reach, but it is developing something the others did not have to: a beauty identity built in direct conversation with, and often in resistance to, the ideals that were imposed on it.
On homegrown Filipino brands:
1. Which local brands (Happy Skin, Sunnies Face, BLK, GRWM, Detail Cosmetics, Issy & Co., etc.) do you personally reach for, and why?
After multiple visits to the Philippines I have a large collection of Fil-Beauty now and with us currently being in the 4th heatwave of the year in London it has become something I reach for each day. The products are made for heat and humidity – they don’t clog my already oily acne prone skin, make up sits where I want it to and it’s affordable.
Issy is a brand founded on inclusivity – something that resonates with me – the whole range is incredible but the flex concealer, setting sprays and ‘cowgirl’ coloured fat gloss are my go-to products.
Pili Ani – feels truly local – based on the Pili nut which is an antioxidant and rich in fatty acids formulted into multiple different products and oils which for body look and feel incredible.
BLK – a name that stands for “Beauty, Love and Kindness” which sells very affordable make up and SPF – has highly pigmented colours with cute packaging.
GRWM – for colour palettes – a huge range of colours for eye shadows, contour, blush, colour correction that can be tailored into your own palette.
Dr. Vicki Belo – a well renowned aesthetic doctor and clinic owner in the Philippines, and one of the first to formulate SPF locally and for the Filipino community.
Hello Glow – an incredible range of dry shampoo that neutralizes greasiness without leaving a white powder behind which is perfect for darker hair.
Vice Cosmetics – a brand that feels truly Filipino as it celebrates its Filipino identity – their SPF spray for top-ups throughout the day has been great without feeling heavy on the skin.
Tadhana – a local brand known for scents and perfumes of which Scandalous is my favourite.
Sunnies Face – a brand selling make up, skincare, glasses and water bottles that is iconic in the Philippines – a range of makeup bags and other accessories related to beauty that are incredible.
Happy Skin – a more luxury brand for the Philippines that sells some incredible skincare – a new haircare line that is fragranced is my current favourite along with their SPF 50 sun serum.
2. What makes a product feel “distinctly Filipino” to you – formula, packaging, price, marketing, etc.?
It’s for everyone – it’s inclusive. In other Asian countries whilst things have considerably improved, colour ranges are small, sizing when it comes to shoes and clothing are limited. But with Fil-Beauty, there really is something for everyone no matter your nationality, size or gender. Closely linked is community – seeing brand founders in their stores chatting to customers, meet and greets, and events designed to bring family and friends together.
Next would be value for money – so much more affordable. Certainly more than Western brands yet still packaged in a delivered in a way that doesn’t look cheap. Something not easy to achieve but Fil-Beauty has nailed it.
On Fil-Beauty vs. K-Beauty / J-Beauty:
1. Do you think Fil-Beauty needs its own “aesthetic philosophy” they K-Beauty has glass skin – or should Fil-Beauty resist being “labelled / packaged” with a philosophy?
I think it is important for Fil-Beauty to define its own identity, but I don’t think it needs to force itself into a single philosophy. K-Beauty’s success came from more than just ‘glass skin’ which was in fact a term that originated from outside Korea. K-Beauty represents a whole approach to skincare: prevention, consistency, innovation and skin health with K-Beauty being synonymous with innovation. J-Beauty makes you think quiet luxury and ritual, and C-Beauty heritage and modernisation. Whilst Fil-Beauty has yet establish this reputation, it may develop its own philosophy, which may be less about achieving one particular look and more about community, resourcefulness, inclusivity and embracing beauty in a tropical environment.
2. What do you think Fil-Beauty offers that K-Beauty and J-Beauty don’t?
The Philippines has a unique climate – all year round heat and humidity. Something that doesn’t occur in Korea and Japan where winters can be harsh with sub-zero temperatures and the skincare reflects this. The skin barrier is at the core of both J- and K-Beauty, but what the skin barrier needs depends on the environment around you. In freezing, dry conditions thick and heavy formulas perform well and ceramide and lipid rich products restore the skin. But apply these in a hot, humid climate and you will get congestion, breakouts and oiliness. In a world where temperatures are rising Fil-Beauty provides lighter formulas, make-up that doesn’t melt, sunscreens that perform under harsh conditions and products designed to target the problems associated with these conditions.
Make-up is also different. J- and K-Beauty bring soft colours, peaches, pinks and subtle pigment. Fil-Beauty brings colour – highly saturated, long-lasting pigment – in blush, lip products, eye shadows that bring something that doesn’t exist so far in the Asian beauty market.
3. The Filipino diaspora is huge globally – how do you see that shaping Fil-Beauty’s international reach compared to Korea’s government-backed cultural export strategy?
The Filipino diaspora is not only huge – it is loved. Filipinos are world renowned as being kind, caring and friendly. As a junior doctor and even today, it is Filipino nurses that brought me snacks, checked in on me when I looked stressed and brought me ube cake on my birthday. You are welcomed into a culture and a community even outside of the Philippines so when a Filipino tells you something is good – you listen.
Not only this – Filipinos are fiercely proud of their heritage, patriotic and some of the biggest users of social media in the world. Bring that altogether and you have a movement brought about by pride and love rather than business and that to me is the perfect entrance. It’s less of a business-led PR machine and more of a trend bought about by the people and customers who love the brand which is way more impactful and organic.
Closing:
1. If you could define Fil-Beauty in your own words, what would you say?
To me, Fil-Beauty is beauty that is warm, inclusive and adaptable. It is about celebrating individuality while recognising the realities of different skin tones, changing climates and culture. It is not about looking like someone else — it is about enhancing what makes you uniquely you.
2. What’s one myth about Fil-Beauty (past or present) that you’d love to bust?
The biggest myth is that Fil-Beauty is simply influenced by other cultures rather than having its own identity. I have even heard native Filipinos tell me that the Philipines often copies other cultures. Whether this might be the case sometimes the case I am not sure – but when it comes to beauty, it certainly isn’t.
The Philippines has always been culturally diverse, and that diversity is actually its strength. Fil-Beauty is not trying to become Korean, Japanese or Western — it is creating something that reflects its own people and it is actually distinctly different to any other beauty market.
Native traditional ingredients like the Pili nut, papaya and moringa have long been used in the Philipines – much like rice water in Japan or ginseng in Korea. The Philippines has its own valuable resources, its own ideas and its own solutions and other countries can learn from then as much as they can learn from others.
3. Where do you personally think Fil-Beauty is headed in the next few years?
In the same way that all things Korean exploded in recent years – termed ‘Hallyu’ meaning the Korean wave – Filipino culture, fashion, food and tourism is rising. At the same time we are experiencing a cost of living crisis and the world is getting hotter – we need affordable beauty that adapts to these weather conditions which is exactly what Fil-Beauty has done.
Thank you!
Stay tuned for future updates and insights from LABBRAND External Experts.
About LABBRAND:
LABBRAND is a leading independent global brand consultancy founded in Shanghai in 2005 with offices in Paris, New York, Singapore, and Kuala Lumpur. Through seamless coordination of our expertise in Insights, Strategy, Naming and Design, we translate brand ideas into impactful identities and experiences that strengthen brand equity. Bringing strategy, creative experience and culture altogether into comprehensive brand systems to create and develop successful brands, we guide clients through every stage of the brand development journey. LABBRAND has been recognized by the world’s most influential award organizations, earning over 70 prestigious accolades including iF Design Award, Red Dot Design Award, London International Awards (LIA), Transform Awards in Asia, North America and Europe.
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