The thing about building or fuelling a brand with celebrity power is that it is more often than not, mostly hype. Sunnies Face, however, is as legit a millennial beauty company as it gets.
Here’s a quick backgrounder for you. Founded by Martine Ho, Georgina Wilson, Jess Wilson, Bea Soriano-Dee and Eric Dee—all of whom are of society or celebrity cachet—this born-in-the Philippines brand launched with just one product in August 2018: Fluffmatte, a matte lipstick formulated with silk-structure technology that weightlessly cushions pouts with nine universally flattering shades. Think terracotta peaches, taupe-y maves, pinkish nudes and the perfect rich, cool red, in names like Girl Crush, Mood, Major and Hot Sauce.
This single product sold out constantly, with every re-stock on their website for months, before they launched into brick and mortar, now with eight stores across Manila and Cebu.
Fast forward a couple months and 244k Instagram followers later, Sunnies Face has launched three more makeup products. Here’s a rundown: Glowboss, a foolproof cream-to-powder stick highlighter that leaves a shimmering trail wherever you want dewy glow—like the top of your cheek, cupid’s bow, collar bones and the tip of your nose; Lifebrow, a retractable skinny pencil and grooming gel duo to shape and shade your eyebrows; and the newly launched, Airblush, a soft-focus sheer cheek tint that’s basically “a colour filter for real life”. This silky-matte formula blends and builds seamlessly for a sun-kissed flush in six adorable hues.
Beauty obsessing aside, a business takeaway from this brand is its emphasis on quality versus quantity—and crafting a razor sharp (but acutely adorable) visual and emotional DNA that’s just as well packaged as its intelligent, cruelty- and paraben-free formulas. It’s no wonder makeup artists, beauty insiders and celebrities as far as Hollywood are obsessing over Fluffmatte and Airblush, and getting whoever is visiting the Philippines to be a Sunnies Face mule. We’re guilty too.
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Major lip moment 🌹using @sunniesface lipstick in the shade Major. I had so much fun getting Elsa red carpet ready yesterday. Such a dream look and we found the perfect raspberry red for the outfit ♥️ Brush #3.3 from @mykitco @hoskelsa #nikki_makeup #sunniesface #cannes2019
FYI, these aesthetic goals extend across sister brands Sunnies Specs, Sunnies Studios and Sunnies Café as well. Should we make #SunniesSouvenirs a thing, at least until they start shipping internationally?