BEAUTYCON 2026: World Of Beauty is here. Now on its third year, it continues to be the trendsetting, must-attend event for beauty lovers, experts, and enthusiasts brought to you by Watsons, SM Beauty, and LOOK At Me.
The biggest beauty event of the year will take over over 9,000 square meters of the SMX Manila, bringing everything a beautyholic could ever want. 185+ participating brands shall set-up fun, interactive booths delivering a shopping experience that’s chock full of exclusive gifts with purchase, unbeatable discounts, irresistible offers and bundles, plus one-of-a-kind deals, exclusively for Watsons Club, SMAC, and LOOK List members.
Shopping gets a seamless upgrade with the Watsons app’s Click & Collect feature. Members can skip the line by scanning products at participating booths, checking out via the Watsons app, and simply picking up their orders at the designated collection point. To further enhance the experience, 60 cashiers will be deployed across the venue—tripling last year’s capacity and bringing convenient checkout points closer to customers wherever they shop.
Inspired by the community it has built since its debut, BEAUTYCON 2026 is celebrating beauty with no limits. This year is all about defining the beauty standard according to you. Beauty can and should be described through a thousand and more iterations, depending on your unique preferences and features. Beauty is when you get to be who you are and when you get to choose how to define it.
Expect many highlights for this year as BEAUTYCON is bringing back some cornerstone elements from its last editions while elevating the experience into something that’s never seen before.
This year’s event also takes on added significance as it aligns with the 185th anniversary of AS Watson, the mother company of Watsons and one of the world’s longest-standing health and beauty retailers. Marking nearly two centuries since Alexander Skirving Watson opened a small dispensary in Hong Kong, the milestone reflects the company’s enduring commitment to making health, beauty, and wellness accessible to communities across the globe. Gracing the convention is Dr. Malina Ngai, Group CEO of AS Watson, bringing with her the anniversary theme, “Grow As One.” The theme celebrates the unity, customer love, and shared purpose that have fueled AS Watson’s growth for 185 years and continue to drive the brand forward today. ✨
Throughout the 4-day event, BEAUTYCON shall stage various workshops, talks, and panel discussions featuring the country’s most important names in beauty and wellness. Previous BEAUTYCON editions saw makeup demos from top makeup artists and much-anticipated forums featuring celebrity dermatologists and wellness experts. BEAUTYCON is also a platform to connect with the country’s biggest celebrities and brand ambassadors about beauty tips and tricks.
The Philippine Dermatological Society will also offer free skin and scalp consultations during the convention.
BEAUTYCON 2026 is a free and exclusive event to all SMAC holders, Watsons Club members, and Look List patrons. Present your physical and e-cards/QR codes upon entrance and join the fun for free. BEAUTYCON 2026: A World Of Beauty is happening from March 19 to 22, 2026 at the SMX Convention Center from 10 AM to 9 PM.