Surviving Inflation: How Filipinas Are Rewriting Beauty Routines in 2025

We all know what inflation means in theory: “prices go up, your money buys less.” But in practice, such as when you’re staring at the newly hiked up price tag of a beauty product you love, it feels intensely personal. In September 2025, the Philippines’ annual inflation rate ticked up to 1.7 %, from 1.5 % in August. That’s still within the government’s target range of 2 %–4 %, but we are all still feeling the pinch. Why does everything suddenly seem more expensive?

Now, 1.7 % might sound low to macro watchers. But to someone whose budget is already tight, a 5–10 % markup on imported makeup, or a sudden 100‑peso hike in their favorite cleanser is a big deal.

So what’s fueling inflation?

1. Supply-side shocks & import costs. The Philippines imports a lot of raw materials because we don’t manufacture many things here. As we bring in botanical extracts, active ingredients, packaging materials, and even finished beauty goods, fluctuations in global commodity prices and shipping costs affect us greatly. The weakening peso adds insult to injury, since every dollar’s worth of import costs more in pesos. Also, supply chain disruptions (from port delays, fuel costs, geopolitical friction) ripple down to the base cost of chemicals, cosmetic oils, etc.

2. Food & energy costs dragging the average. A big chunk of inflation pressure comes from everyday essentials: food, fuel, utilities. Because those are heavily weighted in the Consumer Price Index, when onion prices, rice prices, or electricity rates jump, they pull the basket upward. When people have to spend more on rice and power, their budget for beauty shrinks.

3. Demand-side and second‑round effects. Some inflation is demand-driven. When people consume more, wages are pushed up, expectations shift, and those feed into business pricing decisions. Plus, when people expect prices to keep rising, sellers often preemptively raise prices.

4. Regulatory costs, taxes, and logistics. Import duties, taxes (like excises, tariffs, VAT), and regulatory compliance (for cosmetics safety, packaging, labeling) add fixed costs. When core materials cost more, those pass onto you. Logistics within the Philippines (think trucking and warehousing ) also face cost pressure, especially in remote or island regions.

How are Filipinas adjusting?

Purchasing behavior has definitely changed in the last few years. Here’s how!

Local brands get more love. Brands born here know one true fact: Filipinos are extremely price sensitive. Just P25 or P50 makes a huge difference in our purchasing decisions when it comes to mass brands. So, Filipino beauty brands have adjusted their pricing to reflect this. They’re also more aware of what we are looking for in terms of products that can keep up with the humidity and daily commute. More Filipinas are asking: “Why pay extra for imported brand when this local alternative works just fine or even better?” And the answer is obvious.

We’re choosing multipurpose products over single-use ones. Why have ten tubes when three can do the job? Lip and cheek tints, multi sticks, tinted moisturizers with SPF, all-in-one masks - multipurpose products are now a base expectation from a brand. Fewer bottles means less cost and less waste. Oh, and less decision-making fatigue too!

Curated “must-haves” over new released. Instead of chasing every new brand drop, people are sticking to products that they know already work for them. Sure they’ll try something new once in a while, but these days they don’t get as easily blinded by what’s the latest. They want to be sure that their purchase won’t be a waste of money, after all! They don’t want to take a chance on something untested.

Savvy shopping wins the day. Smart shoppers know that they don’t really need to buy beauty products at full price. Double day sales, holiday sales, and payday sales gets you an easy 20%+ off on regular prices, and these happen almost every week! Add to that the vouchers from their e-commerce platforms of choice, and it’s a considerable discount already. With free shipping, too.

Where that leaves beauty lovers and creators

So where does this all leave us, the beauty lovers who still want to feel good in our skin, and the brands and creators who want to serve us well? For consumers, the answer is not about stopping beauty consumption completely but simply about becoming more intentional. You ask different questions now, like: “Do I really need another blush, or do I just like the packaging?” Value isn’t confined to the peso amount on the tag; it’s about longevity, performance, and how often you actually reach for the product.

More of us are choosing brands that align with our values, like those that source ingredients ethically and don’t mark up their prices to keep up appearances. Minimalism, once a buzzword, is now a budgeting tool. It’s a way to filter through the noise of dopamine launches and focus on what truly works for your skin and your wallet.

On the creator and brand side, it’s no longer enough to just be aesthetic and buzzy. You have to be useful, too. Clear, transparent communication is key. Break down what’s in the product, how long it lasts, and why it’s priced that way. People aren’t just buying hype anymore; they’re buying logic. Tiered pricing also goes a long way. Offering smaller sizes or more affordable versions allows consumers to engage with your brand without breaking the bank. But above all, trust is the currency. In tighter times, people will stick with brands they believe are honest, even if they’re not the trendiest. And that’s not a loss. That’s the very definition of loyalty.

Here’s the bottom line: inflation isn’t always dramatic, but it reframes everything. It forces us to choose more carefully, to look at value over hype, to question which beauty rituals we need and which ones are just luxury. Your glow doesn’t have to cost a fortune. You just have to be smart about it.