DTI pavilion generates PHP 58.54M at beauty expo

Filipino micro, small and medium enterprises in the beauty, personal care and wellness sectors generated PHP 58.54 million in combined cash and negotiated sales through the Department of Trade and Industry’s Bagong Pilipinas Pavilion at Cosmobeauté Philippines 2026, highlighting stronger buyer interest in homegrown consumer brands.

The three-day business-to-business trade exhibition was held from June 17 to 19, 2026, at the World Trade Center in Pasay City.

For small businesses, the sales haul means more than a successful trade fair showing.

It points to wider market access for local producers, many of whom need direct links to institutional buyers, distributors, importers and investors to grow beyond community-level selling and compete in higher-value domestic and export markets.

For consumers, the growth of local beauty and wellness enterprises can mean broader access to Philippine-made products using local inputs, including coconut-based ingredients, while supporting jobs and livelihoods across the country’s supply chains.

The DTI said the strong sales performance underscored the growing market footprint of local beauty, personal care, wellness and cosmetics enterprises.

The showcase was led by the DTI’s Competitiveness and Innovation Group, or CIG.

Assistant Secretary and Supervising Head Nylah Rizza D. Bautista welcomed the result, describing it as a milestone that showed the importance of sustained market exposure for Filipino enterprises.

The pavilion was implemented through the Bureau of Market Development, Promotions and OTOP, or BMDPO, in close cooperation with the Export Marketing Bureau.

Cosmobeauté Philippines, powered by Cosmoprof Asia, is positioned as the country’s premier business-to-business beauty trade exhibition.

The event gave participating MSMEs opportunities to build commercial partnerships, widen market access and explore fresh export prospects with international buyers.

The Bagong Pilipinas Pavilion featured a curated lineup of local exhibitors from Luzon, Visayas and Mindanao.

The participating businesses showcased products across skincare, cosmetics, fragrances, organic beauty, wellness and personal care.

Among the highlights were coconut-based cosmetic and wellness products supported under the Coconut Farming and Industry Development Plan, or CFIDP.

The plan is a national effort to strengthen the coconut industry and help coconut farmers benefit from higher-value products beyond traditional raw materials.

The pavilion also featured Halal-certified beauty and wellness products, reflecting rising demand for goods that meet ethical, sustainable and globally compliant standards.

For Philippine MSMEs, Halal certification can open doors not only to Muslim consumers at home but also to export markets where compliance and traceability are important purchasing requirements.

The DTI said the participation of local enterprises in major trade exhibitions forms part of its broader push to help homegrown brands become more competitive.

DTI Secretary Ma. Cristina A. Roque has continued to prioritize MSME development and global competitiveness by facilitating access to major trade platforms.

The agency said these efforts are aimed at helping Philippine brands break into international markets and capture opportunities in fast-growing consumer sectors such as beauty, wellness and personal care.