What: SM Group is rapidly expanding its beauty and wellness portfolio in the Philippines, launching over 1,000 brands, dedicated beauty hubs, and new experiential retail formats to meet surging consumer demand.

Why it is important: The move reflects a broader industry shift, as leading retailers invest in immersive experiences and wellness offerings to meet evolving consumer expectations and drive long-term loyalty.

SM Group is transforming the beauty and wellness landscape in the Philippines with an aggressive expansion strategy. SM Beauty now offers over 1,000 brands across 77 locations, including luxury names like YSL and Lancôme, and has introduced dedicated beauty hubs in select stores. These hubs provide experiential services such as hair colouring and makeovers, guided by professional advisers, elevating the in-store experience. The group’s wellness push is in line with global trends, as the Philippines ranks 13th worldwide in personal care and beauty, and the wellness economy is projected to reach $9 trillion by 2028. Watsons Philippines, another SM brand, is enhancing its offer with exclusive skincare lines, health services, and sustainability-focused innovations, appealing to socially conscious consumers. SM Group’s commitment to local adaptation, service, and innovation positions it as a leader in the booming Southeast Asian beauty and wellness market.

IADS Notes: SM Group’s transformation of its beauty and wellness portfolio, including the rollout of over 1,000 brands and experiential beauty hubs, reflects a broader trend in Asian retail toward experiential, service-driven, and wellness-focused strategies. As reported by Retail News Asia and Inside Retail in May 2025, SM Prime’s $9 billion expansion plan and the launch of beauty hubs demonstrate the group’s commitment to innovation and market leadership in the Philippines. Inside Retail in August 2025 and December 2024 highlighted SM Investments’ robust profit growth and the Philippines’ strong position in the global wellness economy, driven by a youthful, self-care-oriented population . Vogue Business in November 2024 and Fashion Network in September 2025 noted Watsons’ focus on exclusive lines, health services, and sustainability, aligning with rising consumer demand for social and environmental responsibility . Inside Retail in November and October 2024 described how SM Retail and other Philippine retailers are leveraging digital innovation, loyalty programs, and localized strategies to adapt to evolving consumer needs . Finally, Fashion Network in September 2025 and Vogue Business in November 2024 discussed the rise of experiential beauty retail, Gen Z engagement, and the competitive landscape with global players like Sephora and Ulta expanding in Asia .
SM Group expands in beauty and wellness