SM Beauty wants you to call it your new kikay playground

The SM Beauty section is decidedly one of PV's top shopping destinations, having both premium and budget brands to choose from. Just in time to celebrate SM's 60th anniversary, they recently welcomed everyone to your new #SMBeautyPlayground!

The new campaign is pretty spot on since the beauty section is where makeup and skincare lovers fall in love with new brands and find their HG items. Even drugstore faves of the top MUAs can be found in SM Beauty! With the slogan "Discover, Experience, and Play", everyone is invited to swatch, test, and not be intimidated by the selection of beauty products. The engaging event was hosted by fellow PV girl Karla Aguas, with special guests Kiana Valenciano, Claudia Barretto, and Gabbi Garcia, the newest Maybelline It Girl.

If you haven't been to #SMBeautyPlayground lately, here’s a glimpse of everything they’ve got in store for us!



Gucci, Bvlgari, and Calvin Klein are some of the well-known brands available in the Beauty Section. We've previously reviewed Calvin Klein's ck2 and CK All, but it's always best to smell and try fragrances in person as they can smell different on each individual.

There are pretty tester bottles all around the fragrance section so you can choose your next favorite.


If you're looking to up your skincare game, you can check out classic brands like Pond's and Olay from the shelves of this playground. Both address a variety of skin concerns and are suitable for a wide age range. The friendly SAs can also help you pick out the right products for your skin type.



Two of the brands that immediately come to mind for makeup are Maybelline and L'Oreal. Both made it to the PV top 10 drugstore picks of 2017 with the Maybelline Fit Me line and the L'Oreal Infallible line.

BYS is another familiar brand you can spot there. Why not test out their new primers or their much talked about collab with Nadine?

Japanese HG brands K-Palette and Kate Tokyo can be found there as well. Aside from K-Palette's best-selling eyeliners, you can also try the Lasting Eyebrow Tint. For Kate Tokyo recos, check out Marielle's review of selected items from their Base Zero line.

Other affordable brands that should make it on your must-visit list are Palladio, L.A. Girl, Ellana Mineral Cosmetics, and Flormar. Their products are mostly great performers, and wallet-friendly price points.

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SM Beauty Playground also carries premium brands. For makeup there's MAC, Bobbi Brown, and Clinique to name a few. Benefit products can also be found in this section, so you can check out their wide range of brow products and different concealer options.

Skincare premium brands include Kiehl's and Origins. Drop by to get recommendations for Kiehl's power serums, or grab the Origins' sheet masks and clay masks for a DIY facial.

These are just a few of the many brands you can find at the all-new SM Beauty Playground. It's a happy place for anyone who understands the value of self-care, and offers them the space to explore beauty at their own pace! 

Have you discovered the new #SMBeautyPlayground? What are your favorite brands?

Stay updated by following #SMBeautyPlayground on their FB page and Instagram account @smbeautyph.