SM heeds demand for beauty, wellness
Retail giant SM Group is heeding the rising consumer demand for beauty and wellness products.
SM Beauty has rolled out more than 1,000 beauty brands across its 77 branches nationwide, with expanded offerings that include global premium brands such as YSL, Lancôme and Calvin Klein. It has also introduced beauty hubs in select stores—dedicated spaces where customers can enjoy services, such as hair coloring and makeovers, guided by a growing team of professional beauty advisers.
Another retail affiliate, Watsons Philippines, continues to expand its footprint, offering exclusive skin-care lines, health services and sustainability-led in-store innovations.
“Beauty and wellness have shown significant growth across every demographic,” says SM Retail president Jonathan Ng. “At SM, we will continue to be at the forefront of meeting customers’ evolving preferences by offering enriching experiences through suitable and unique products and services.”
Health and beauty continue to be among the fastest-growing markets globally, driven by increasing demand for wellness, personal care and beauty solutions. The Global Wellness Institute projects that the global wellness economy will reach nearly $9 trillion by 2028.
For its part, the Philippines ranked 13th out of 218 economies worldwide in the personal care and beauty segment in the global wellness economy in 2023, underscoring its growing market size and the influence of its young, wellness-conscious demographic.
