The SMX Convention Center Manila has been transformed into a 9,000-square-meter sanctuary for the third annual BeautyCon 2026: World of Beauty, which officially opens its doors to the public today. Running from March 19 to 22, the four-day event is organized by industry giants Watsons, SM Beauty, and LOOK At Me, positioning itself as the country’s largest and most comprehensive gathering for beauty enthusiasts and professionals alike.
This year’s convention carries significant historical weight as it coincides with the 185th anniversary of AS Watson, the global parent company of Watsons. Dr. Malina Ngai, Group CEO of AS Watson, is in attendance to commemorate the milestone under the theme “Grow As One,” reflecting on the brand’s evolution from a small 1841 dispensary in Hong Kong to a world-leading health and beauty retailer. The event serves as a physical manifestation of this nearly two-century legacy, bringing together over 185 participating brands to offer exclusive gifts, discounts, and one-of-a-kind bundles for loyal members.
Logistical efficiency is a primary focus for the 2026 iteration, with organizers implementing a high-capacity checkout system to handle the massive crowds. The venue features 60 strategically placed cashiers—triple the capacity of the previous year—to ensure a seamless shopping experience. Furthermore, the Watsons app’s “Click & Collect” feature has been integrated into the floor plan, allowing Watsons Club, SMAC, and LOOK List members to scan products at interactive booths and check out digitally before picking up their purchases at a central station.
Beyond the retail floor, BeautyCon 2026 emphasizes education and professional consultation through a series of workshops and panel discussions. The event features demonstrations from the country’s leading makeup artists and forums with celebrity dermatologists and wellness experts. In a move to promote skin health, the Philippine Dermatological Society is also on-site to provide free skin and scalp consultations to all attendees.
The convention, which adopts the theme “Beauty with No Limits,” aims to redefine modern beauty standards through individual expression rather than rigid industry norms. Doors are open daily from 10:00 AM to 9:00 PM. Entry is free and exclusive to all registered SMAC, Watsons Club, and LOOK List members upon presentation of their physical or digital membership cards.
Follow @smbeauty, @watsonph, and @lookatme_ph on Instagram for more updates! Stay tuned for the announcement of activities and brand partners!
