So Much Color—SM Beauty’s biggest campaign of the year—is ready to paint the Queen City of the South red as it takes its multisensorial experience to Cebu.
You read that right! So Much Color Playhouse will be at SM City Cebu North Wing from July 24 to 31, 2025! Everyone is welcome to enjoy the various shades of self- expression and the different blends of inspiration! Color theory fuels this iteration of the beauty popup so SM Beauty patrons can find their complementary shades and play it up through the options available at the country’s biggest beauty retailer.
So Much Color Playhouse will offer exclusive deals from 24 beauty brands including Sunnies Face, L’Oreal, Happy Skin, Squad Cosmetics, BLK Cosmetics, Absidy Beauty, Issy Cosmetics, BYS, I’mma Beauty, KISS NY, Rude Cosmetics, Maybelline, Vice Cosmetics, Ever Bilena, Careline, Spotlight, Revlon, GRWM Cosmetics, Avon, Ready Set Go, YOU Beauty, Barenbliss, Dazzle Me, and Glamfix.
The beauty pop-up will launch officially on July 26. Guests can look forward to exciting brand segments, including a fun and radiant beauty talk by Kryz Uy for Ready Set Glow and a makeup demo by Chady Pantaleon for Ever Bilena. TikTok faves Joce and Joize will be flying in from Manila to bring their color theory demo live to Cebu’s beauty enthusiasts, while content creator and makeup artist, Nate Javier, will take the spotlight for a live makeup demo, where he’ll showcase how to creatively play with color and cosmetic combinations to achieve stunning, personalized looks.
The launch event will also formally introduce the deals and exclusives available to everyone at the So Much Color Playhouse. All of the participating brands will be offering special promos and freebies while SM Advantage Card members will be enjoying exclusives on top. A lighted compact mirror also awaits those big spenders as their gift with purchase. Shopping and stocking up on skincare and makeup must-haves will be paired with personalized booths for engraving and live portrait sketching among other highlights.
So Much Color also puts a spotlight on the yearly Lipstick Festival Sale happening from July 25 to 29. In light of National Lipstick Day on July 29, SM Beauty offers your favorite lip products with special discounts up to 50 percent off or “Buy 1, Take 1” deals.
Not in Cebu? No need to feel blue! So Much Color is happening across the country at an SM Beauty near you—offering the same deals on your makeup and beauty essentials until the end of the month.
