SM Group addresses rising consumer demand for beauty and wellness

SM Beauty, present at SM Stores nationwide, is making wellness and beauty products more accessible to Filipino consumers.

The SM Group, through its retail subsidiaries, is meeting the rising consumer demand for beauty and wellness products with greater accessibility nationwide.

SM Beauty offers more than 1,000 beauty brands across its 77 branches, 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.

“Beauty and wellness have shown significant growth across every demographic,” said 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 USD 9 trillion by 2028.

In this space, the Philippines is emerging as a significant player. In 2023, the country ranked 13th out of 218 economies worldwide in the personal care and beauty segment in the global wellness economy, underscoring its growing market size and the influence of its young, wellness-conscious demographic.

Meanwhile, Watsons Philippines, another SM retail affiliate, continues to expand its footprint. It continues to redefine the beauty and wellness shopping experience through exclusive skincare lines, health services, and sustainability-led in-store innovations.
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As demand continues to surge, SM remains committed to shaping the future of beauty and wellness retail—offering more choices, deeper experiences, and nationwide accessibility for every Filipino.