The SM Group is expanding its presence in the fast-growing beauty and wellness market, strengthening its retail network and enhancing customer experiences to meet rising consumer demand across the country.
SM Beauty now carries over 1,000 beauty brands in 77 branches nationwide, featuring an expanded lineup of premium global labels such as YSL, Lancôme, and Calvin Klein. It has also introduced dedicated beauty hubs in select stores—immersive spaces offering services like hair coloring and makeovers, led 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 are committed to staying at the forefront of this transformation by offering enriching experiences and curated products and services that match our customers’ evolving preferences.”
Health and beauty have emerged as among the fastest-growing retail categories worldwide, driven by rising demand for wellness, personal care, and beauty solutions. The Global Wellness Institute projects the global wellness economy will reach nearly USD 9 trillion by 2028.
The Philippines is also emerging as a strong player in this sector, ranking 13th out of 218 economies in the personal care and beauty segment in 2023—reflecting its young, wellness-conscious consumer base and expanding market size.
Watsons Philippines, another SM retail affiliate, continues to widen its footprint through exclusive skincare lines, in-store health services, and sustainability-led retail innovations, reshaping how Filipinos experience beauty and wellness shopping.
As demand continues to surge, SM aims to shape the future of beauty and wellness retail—offering more choices, richer experiences, and broader accessibility for every Filipino consumer.