DTI leads Philippine success at Cosmoprof Asia 2025

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The Philippines’ inaugural participation in Cosmoprof Asia 2025 generated more than USD 2.4 million in potential sales for 17 local personal care companies after more than 100 business meetings and trade inquiries with global buyers, according to the Department of Trade and Industry.

DTI Secretary Cristina A. Roque’s strategic leadership and support for micro, small, and medium enterprises, or MSMEs, anchored the country’s debut at the regional beauty trade show.

The Philippine pavilion highlighted globally competitive beauty and wellness products as well as manufacturing capabilities, opening new international market opportunities for homegrown MSME brands.

“The impressive results of our participation in Cosmoprof Asia signal that the world is ready for more Filipino beauty and wellness products,” Secretary Roque said.

“Our MSMEs have proven that they can compete globally, and DTI remains committed to opening doors and providing the support they need to grow further and succeed internationally—bringing more opportunities, jobs, and income to our local industries.”

A key highlight of the country’s participation was the selection of HairReve for Cosmoprof BeautyHunt, a prestigious program that puts the spotlight on innovative beauty brands.

HairReve, known for its stress-responsive haircare solutions, was positioned as an ideal fit for Hong Kong’s fast-paced market and recommended to consumers seeking high-performance products tailored to high-pressure lifestyles.

As a concrete outcome of the initiative, Enjoy Health, one of the Philippine pavilion exhibitors, secured a partnership with Hong Kong organic retailer Manna Living Palace.

Enjoy Health’s products were displayed in-store immediately after Cosmoprof Asia 2025, giving the brand early market exposure and a strong foothold in Hong Kong’s wellness sector.

Following the trade show, Philippine participants were invited to a free seminar on China Market Entry Compliance Guidance, which covered regulatory requirements, product registration processes, and compliance strategies for companies planning to enter or expand in the Greater China market.

The delegation also strengthened industry linkages through engagements with the Hong Kong eCommerce Supply Chain Association and the Hong Kong Perfumery Association.

Talks with major Alibaba platforms TMall Global and Taobao provided Philippine exporters with additional pathways to reach a broader Asian consumer base through cross-border e-commerce channels.