Philippine cosmetics company Sunnies Face enters the US market

Sunnies Face, the cult Filipino cosmetics company that propelled Southeast Asian beauty to the forefront of global conversation, has entered the US market.

Sunnies Face tapped global beauty accelerator, SuperOrdinary, to launch and manage the brand in the United States. SuperOrdinary will manage all aspects of the brand in the United States, including marketing, e-commerce, communications, go-to-market and go-to-market strategy for Sunnies Face in the United States and holds exclusive distribution rights to the brand in China and the United States.

The cosmetics brand will launch its flagship product, Fluffmate, an award-winning lightweight matte lipstick offered in 15 universally flattering shades.

“As true beauty lovers, we were constantly searching for what we felt were the best cosmetics only to be amazed at the price,” said co-founder Georgina Wilson. “Equally important, we wanted to make sure that everyone who purchased a Sunnies Face product would find their true match, regardless of their skin tone. Many people don’t realize that Filipinos represent a wide range of skin tones and when from the creation of these products, it was obvious that this would be a mainstay.

Experiencing explosive global success since its launch in the Philippines in 2018, Sunnies Face continues to uphold its brand philosophy of “beauty that gets you” by offering luxury formulations that are fragrance-free, paraben-free, and cruelty-free at an affordable price. Wilson founded the brand with Jess Wilson, Martine Ho, Bea Soriano-Dee and Eric Dee following the success of their eyewear and coffee businesses, Sunnies Studios and Sunnies Café respectively. Inspired to create a makeup collection to bridge the gap between artists and everyday consumers, Sunnies Face offers an accessible yet memorable beauty experience and aspirational products that consumers would be proud to have in their bag.

Sunnies Face is coming to the Philippines with such impressive fanfare that on launch day, the website crashed with less than 3 million views and had an impressive 10-minute sale on its launch party. The iconic Fluffmatte lipstick sold nearly three million bullets, including one every 30 seconds, eventually elevating it to the top-selling lipstick in the Philippines.

Fluffmate was the culmination of input from makeup artists who deliberated over 350 colors and 22 formulas.

“Fluffmate holds a special place in the hearts of all the founders, as it was our first product when Sunnies Face launched,” Ho said. “We wanted to create something that was beautifully matte without feeling dry or cracked on our lips, which was the feedback we heard frequently when talking to matte lipstick consumers, in general. We poured countless formulations until we arrived at one that strikes the balance between silky smoothness, bold color and perfectly matte.

Although out of reach for those residing in the US, the brand has been lauded by celebrity makeup artists like Pati Dubroff and Rosie Huntington-Whiteley who tapped Sunnies Face in 2019 for an exclusive limited-edition collaboration with her lifestyle site, Rose Inc. .

While Fluffmate will be the first product introduced to the US market, the company plans to launch the entire cosmetics and skincare line throughout 2023. The brand has also partnered with 1% for the Planet, a international organization that allows businesses and individuals to give back to resources taken from the environment. One percent of all Sunnies Face sales will go directly to 1% for the Planet towards projects and organizations that actively help the state of the planet.

Donovan B. Sanford