The First Filipino-Owned Lipstick Brand in the U.S. Is Finally Happening

Get to know the 1/2 boss lady behind KOLORETE and what to look out for. 

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If you ever search for ‘Filipino-owned lipstick brands in the U.S.’ in Google, you won’t find anything. But that’s about to change! Meet Johanna @johannavizmanos, a creative marketer and a social media influencer based in San Francisco, California. 

Johanna was born and raised in the Philippines. From a young age, she knew she would be passionate about fashion and beauty. After graduating from the University of Santo Tomas (UST), she took Fashion courses at the School of Fashion and Arts (SoFA). Even though she didn’t land a job in this industry, she was able to join The Palace Manila / REVEL’s Marketing team as an event marketer.  

Years later she decided to move to the United States. As a first-generation immigrant, Johanna had to start from scratch. Armed with just her creativity, she was able to find beauty in this difficult time and found an outlet to express her passion. She was able to do both fashion and marketing in one – in 2018, she started doing content creation on her personal Instagram. Since then, she’s been busy. Within two years, Johanna grew her followers from 2,000 to over 20,000, and in 2019, she became the Head of Social Media and Influencer Marketing for a Fair Trade e-commerce startup company. 

During the pandemic, she used her time to expand her skill set by taking courses and programs for both marketing and business advancement. Now, she’s working her way to building her own company — KOLORETE COSMETICS. Inspired by Filipino representation, Johanna will be launching the first part Filipino-owned lipstick brand in the United States. Her goal is to represent our culture while making an impact by inspiring others. She believes that if she can join the beauty industry in the United States, others could do it too. 

Her ‘Why’

For as long as she can remember, lipstick has been Johanna’s favorite makeup weapon because of its confidence-boosting qualities. However, she’s always struggled to find a lipstick that’s natural, clean, and doesn’t leave her lips dry. That’s why KOLORETE was created–an all-in-one hydrating lip line developed to make you feel good without having to do too much. With the help of her amazing partner, Angela Weinberg @angelaweinberg, who is an expert in product development, KOLORETE will provide you with long-lasting hydration, formulated with the highest quality organic ingredients that you can trust.

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Elevated Beauty

KOLORETE is a clean cosmetics brand for ALL people. They are committed to changing the way luxury looks because for them, it’s not about you fitting into luxury, it’s about luxury fitting you. KOLORETE believes that beauty is intrinsic to all human beings. Although they don’t really think you need makeup since you’re beautiful just as you are, for Johanna and Angela, lipstick is the gateway to feeling as beautiful on the outside as you already are on the inside. KOLORETE will elevate the beautiful in YOU. 

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The Promise: A Hydrating and Clean beauty brand specializing in sustainability and inclusivity

In less than a minute, KOLORETE’s everyday shades (colors, tones) will give you the confidence to wear your inner beauty out-and-about
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Want to stay updated? Kolorete Cosmetics will be available in the United States on the 15th of October, with sights on an international launch in the near future. So make sure to follow them on social media – Facebook, Instagram and Tiktok –and share with your family and friends in the U.S  so you don’t miss the unique opportunity to try the brand first hand. 

Kolorete Lips





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