Cat’s out of the bag: Colourette has recently achieved a massive feat for the Philippine beauty industry. The local cosmetics company, led by founder and CEO Nina Ellaine Dizon, is the first makeup brand to secure regional funding of USD 2 million from DSG Consumer Partners, Foxmont Capital Partners, and notable angel investors. Nearly a decade since its inception, what was once an underdog brand has made an indelible mark in the local beauty landscape. How did Colourette manage to go beyond localization?

Colourette’s beauty breakthrough

It all started with a dream to create a makeup brand for Filipinos. Nina, Colourette’s founder and CEO, aimed to introduce effective yet affordable products to the market. “I was inspired to create Colourette because before, I had a hard time shopping for makeup. Foundations were too light, lipsticks were too pink – I just felt that it was not made with me in mind,” she shares.

In 2015, Nina founded Colourette. Her primary goal has always been to ensure Filipinos see themselves in beauty campaigns and feel confident enough to say, “I can be that girl. Kamukha ko siya! I can be part of campaigns too.”

This led to the creation of Coloursticks in 2015, an ultra-pigmented creamy matte lipstick that instantly became an online sensation. It paved the way for Colourette’s core product, Colourtint, a multi-use product for the eyes, lips, and cheeks that has sold more than 2 million units to date.

Colourette’s community-centered approach

Colourette emerged as a trailblazer in the industry by harnessing community support. The brand pioneered influencer collaborations with renowned personalities like Lily MayMac, Michelle Dy, Joyce Pring, Raiza Contawi, and influential LGBTQIAP+ icons such as Angie and Joey Mead King. Through campaigns like Morena Love, Colourette celebrated diversity with their community.

This love of community extends beyond established personalities. Colourette’s “Colourette Clique” empowers up-and-coming content creators. Additionally, Colourette has actively leveraged TikTok, with Nina, a strong advocate for women’s empowerment, playing a key role in boosting brand visibility.

These initiatives nurtured more active engagements with their community, affectionately referred to as ‘Loucarettes’, who are central to Colourette’s vibrant campaigns.

Colourette, a beauty trailblazer

This successful digital-first strategy helped the brand thrive during the pandemic, making it the #1 local makeup brand on e-commerce platforms during the 11.11 and 12.12 sales in 2020 and 2021.

Moreover, Colourette has proven to be a beauty trailblazer on TikTok, bagging several awards such as the Top Creator and the Top Seller, the only brand to win both awards simultaneously. Additionally, Colourtint emerged as the most loved lip product, and with the unwavering support of the Loucarettes, Colourette won the Loyal Customers Award in 2023.

Today, Colourette Cosmetics is available in 88 physical stores in leading department stores and has made its products conveniently available in over 3,000 7-Eleven branches nationwide.

In 2023, Colourette hosted its first go-see, allowing Filipinos of all shapes, sizes, and skin tones to proudly showcase their beauty. Over 400 applicants participated, capping the day off with a renewed sense of confidence. This year, the number of applicants doubled, a testament to the Loucarettes‘ support in championing empowerment and inclusivity hand in hand with one of the leading local beauty brands in the market.

Colourette’s commitment to innovation extends beyond community engagement. They’ve established themselves as a leader in the local beauty market with the launch of First Base, a best-selling everyday skin tint. Praised by both beauty experts and beginners, First Base offers a staggering 20 shades, making it the most inclusive skin tint available today. Colourette continues to excite its community and set new standards for inclusivity, quality, and community building within the beauty industry.

Colourette beyond localization

A decade later, Colourette shows no signs of slowing down, attracting the attention of major investment firms like DSG Consumer Partners and Foxmont Capital Partners, along with angel investors, who all recognize Colourette’s immense potential.

“We recognize Colourette’s potential to become a major player in the local beauty industry as it continues to reshape and strengthen the Filipino beauty community” states Sameer Mehta, MD & Head of Southeast Asia at DSG Consumer Partners.

Recently appointed Chief Operating Officer Stephanie Tanjuatco sees the investment funding as a testament to Colourette’s strong position in the emerging beauty market.

“For a leading consumer fund like DSG Consumer Partners to see the potential in Colourette is a huge validation for us. DSG Consumer Partners and our other investors have such deep understanding in the consumer space that for them to recognize the uniqueness of what we’ve built, as well as believe in how big the brand can be, makes us incredibly proud and excited in our future plans,” Tanjuatco shares.

What can Filipinos expect from Colourette?

In the coming months, beauty fans can anticipate more product innovations that are sure to become a staple in their makeup routines. As always, Colourette’s upcoming products are thoughtfully developed to meet the needs of their diverse community.

In addition to new launches, Loucarettes should watch out for Colourette’s campaigns, including bigger beauty events, more interactive social media campaigns, and exciting collaborations. We’re definitely seated for this!

Colourette’s commitment to excellence, innovation, and inclusivity drives a new era of growth, redefining beauty standards and empowering Filipinos.

More than just a beauty brand, Colourette is now a movement that empowers, a community that supports, and a story that inspires. Stay tuned for these exciting developments and follow Colourette’s journey on their website, Facebook, X, Instagram, YouTube, and Tiktok.

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