Is F-Beauty the new K-Beauty?
The world of K-Beauty opened our hearts and minds to 11-step skin care routines,"glass" skin, and snail slime, slowly but surely changing the way Americans take care of and prioritize their largest organ: skin. But as the beauty conversation evolves — narrowing in on inclusion, health, and sustainability — another country's take on cosmetics is gaining noteworthy traction. Enter Filipino beauty, or F-Beauty for short.
First to put F-Beauty on the international beauty map ? Sunnies Face, featuring clean, off-white packaging resembling the likes of Glossier just enough, while adding something new — something warm — to feeds filled with increasingly clinical-looking American cosmetics. Those who managed to get their Stateside hands on the brand's best selling lipstick, Fluffmatte, took to worshipping the velvet-matte formula, and wanting more from the category.
Perhaps most significant to the increasingly eco-minded American consumer is the simple concept behind most F-Beauty lines: easy, quality cosmetics for all. Nearly all items from some of the country's most promising brands retail below the equivalent of $10 USD, are paraben- and cruelty-free, and cater to a range of skin tones and types, making conscious and inclusive beauty available to a variety of beauty lovers.
And while many brands have yet to begin shipping to the U.S., the overwhelming American social media response to Filipino products has caused brands to reconsider — with many dropping hints that international shipping isn't so far away. In the meantime, online shops like PNYbeauty.com have launched to hold you over with all of the F-Beauty your heart desires.
Ahead, check out five F-Beauty brands you should get familiar with now, before they inevitably sweep the States.
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