In a bold move blending heritage, inclusivity, and innovation, Arab-Filipina entrepreneur Diana Qeblawi has officially launched Qeblawi Cosmetics in the Philippines — introducing a fresh take on beauty that is as diverse as the nation itself.
Born to a Filipino mother and Palestinian-Jordanian father, Qeblawi was raised with a deep appreciation for cultural identity and self-expression. Her new cosmetics line is a tribute to her upbringing and a mission to celebrate every shade, story, and skin type — with halal-certified, cruelty-free, and hypoallergenic products designed for the Filipino market and beyond.
“The Philippines has a $1.5 billion beauty industry that’s rich in diversity,” Qeblawi said. “It felt like the right time to create something that truly reflects the identities of people here — especially those often overlooked in mainstream beauty.”
The launch lineup features standout products like the Radiant Skin Tint, Halal Hi-Glow Lipstick, and Multi-Use Cheek and Lip Plumper. Formulated with tropical climate in mind, they include local ingredients like coconut and moringa oil to ensure hydration, breathability, and lasting wear — from morena to mestiza, oily to sensitive skin.
What truly sets Qeblawi Cosmetics apart is its inclusive ethos. The brand not only embraces a wide spectrum of skin tones and types but also ensures that Muslim women and the LGBTQ+ community feel seen and celebrated. Every formula has been developed in collaboration with dermatologists and Filipino beauty professionals to meet the specific needs of the local population.
“My Filipino mom’s heritage has always been my anchor,” Qeblawi shared. “This brand is about empowering Filipinas with safe, ethical products that reflect who they are — inside and out.”
“I want to honor my Filipino heritage. My mother is Filipina, and I spent my formative years growing up in the Philippines. After launching in the U.S., it feels only right to bring the brand home and share it first with my fellow kababayans,” she added.
Although primarily sold online to ensure accessibility for Filipinas worldwide, Qeblawi plans to enter retail stores, such as SM and Rustan’s, by 2026. Early customer feedback has been overwhelmingly positive, with users praising the lightweight feel, inclusive color palette, and ethical approach. Some have even called for more color variants, which Qeblawi promises are already in development.
Looking ahead, the brand is eyeing regional expansion, with future Southeast Asian markets in sight. But for now, Qeblawi’s heart — and her mission — remain firmly rooted in her mother’s homeland.