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Seeking Kylie Jenner success, Filipino stars tap Instagram to sell beauty

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Katrina Domingo, ABS-CBN News

<div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/2018/entertainment/04/03/anne2.jpg?ext=.jpg"/><figcaption><em>Photo courtesy: Cocoon Studio PH</em></figcaption></figure></div><p>MANILA - Farinah Juhaili fell in line at a shopping mall for hours, hoping to be among the first to own Anne Curtis&#x27; lipsticks and recreate her star idol&#x27;s Instagram-perfect looks.</p><p>Curtis recently opened a boutique for her blk Cosmetics line, joining a host of celebrities from Vice Ganda to Nadine Lustre who are hoping to use their social media clout as their gateway to the beauty business.</p><p>Local stars are also taking their cue from foreign celebrities like Kylie Jenner and Rihanna, who have made millions of dollars from their eponymous makeup lines.</p><p>&quot;Nalaman ko siya, sa mga post sa Instagram so pagbalik ko dito, bumili ako ng brand ni Anne,&quot; said the 27-year-old Juhaili, who works as a nurse in Saudi Arabia.</p><p>(I found out through Instagram that it was hers, so when I got back, I bought from Anne&#x27;s brand.)</p><p>&quot;Maganda siya sa lips at &#x27;pag nag-picture, nakikita din na maganda siya,&quot; she said.</p><p>(It looks good on the lips when you take photos. It&#x27;s really good.)</p><p>Curtis has nearly 9 million followers, Vice Ganda has 6 million while Lustre has nearly 5 million. Jenner has 106 million, roughly the same number as the Philippine population.</p><ul class="op-related-articles">	<li><a href="http://news.abs-cbn.com/life/03/24/18/look-anne-curtis-opens-her-first-make-up-boutique">LOOK: Anne Curtis opens her first make-up boutique</a></li>	<li><a href="http://news.abs-cbn.com/business/03/06/18/anne-and-georgina-from-it-girls-to-entrepreneurs">Anne and Georgina: From &#x27;It Girls&#x27; to entrepreneurs</a></li></ul><div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/2018/entertainment/04/04/anne1.jpg"/><figcaption><em>Photo courtesy: Cocoon Studio PH</em></figcaption></figure></div><p>Curtis&#x27; business partner, Jacqueline Gutierrez, said social media made selling cosmetics in the Philippines easier.</p><p>&quot;Uso selfie, uso mag-social media, and of course if you wanna place yourself out there, if you wanna do social media, kailangan maganda ka or kailangan feeling mo maganda ka,&quot; she said.</p><p>(Taking selfies and using social media are in. Of course, if you wanna place yourself out there, if you wanna do social media, you need to be beautiful or at least feel beautiful.)</p><p>The desire for perfect selfies also drives demand for cosmetic procedures, said beauty doctor to the stars Vicki Belo.</p><div><strong>SALES DRIVER</strong></div><p>&quot;Selfies have done a lot for us, Facebook has done a lot for us. People are so conscious of how they come out,&quot; Belo told ABS-CBN News.</p><ul class="op-related-articles">	<li><a href="http://news.abs-cbn.com/business/03/26/18/seeking-perfect-selfies-millennials-save-up-for-beauty-doctor-visits">Seeking perfect selfies, millennials save up for beauty doctor visits</a></li></ul><p>Gutierrez, who co-founded her own makeup line, Happy Skin, said the cosmetics industry has grown by &quot;triple digits&quot; recently as more beauty conscious Filipinas have become more &quot;open to trying a lot of new brands.&quot;</p><ul class="op-related-articles">	<li><a href="http://news.abs-cbn.com/business/09/14/17/ever-bilena-ceo-talks-about-staying-simple-despite-success">Ever Bilena CEO talks about staying simple despite success</a></li></ul><p>&quot;The growth is exponential. Last month alone, we saw 5 to 6 brands enter,&quot; Gutierrez said.</p><p>&quot;People are more aware now and [they are] really supporting local brands in terms of make-up,&quot; she said.</p><p>&quot;Every girl will have 5-10 (make-up) brands in her bag. So there is really so much room for more players,&quot; she added.</p><p>It&#x27;s Showtime host Vice Ganda names lipstick shades after his signature lines and hit movies.</p><p>&quot;Kung ano &#x27;yung nararamdaman ko &#x27;pag ginagamit ko &#x27;yung produkto ko, gusto ko nararamdaman din nung taong bumili ng ino-offer namin. Kaya lahat ito, very Vice Ganda,&quot; It&#x27;s Showtime host Vice Ganda who owns Vice Cosmetics said.</p><p>(What I feel when I use my products, I also want the buyers to feel that. That&#x27;s why these products are very Vice Ganda.)</p><blockquote class="instagram-media" data-instgrm-permalink="https://www.instagram.com/p/BgWEMgsHV_q/" data-instgrm-version="8" style="background:#FFF;border:0;border-radius:3px;box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15);margin:1px;max-width:658px;padding:0;width:calc(100% - 2px)"><div style="padding:8px"><div style="background:#F8F8F8;line-height:0;margin-top:40px;padding:33.24074074074074% 0;text-align:center;width:100%"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC);display:block;height:44px;margin:0 auto -44px;position:relative;top:-22px;width:44px"> </div></div><p style="color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center;text-overflow:ellipsis;white-space:nowrap"><a href="https://www.instagram.com/p/BgWEMgsHV_q/" style="color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none" target="_blank">A post shared by Vice Cosmetics (@vicecosmeticsph)</a> on <time dateTime="2018-03-15T13:00:49+00:00" style="font-family:Arial,sans-serif;font-size:14px;line-height:17px">Mar 15, 2018 at 6:00am PDT</time></p></div></blockquote><div><script async="" defer="" src="https://www.instagram.com/embed.js" type="text/javascript"></script></div><p>Lustre said her Lustrous cosmetics line is her baby.</p><p>&quot;It&#x27;s very personal. Since all of the shades and the look, everything came from me talaga,&quot; she said.</p><blockquote class="instagram-media" data-instgrm-permalink="https://www.instagram.com/p/BhB3vkshf1f/" data-instgrm-version="8" style="background:#FFF;border:0;border-radius:3px;box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15);margin:1px;max-width:658px;padding:0;width:calc(100% - 2px)"><div style="padding:8px"><div style="background:#F8F8F8;line-height:0;margin-top:40px;padding:62.5% 0;text-align:center;width:100%"><div style="background:url(data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAACwAAAAsCAMAAAApWqozAAAABGdBTUEAALGPC/xhBQAAAAFzUkdCAK7OHOkAAAAMUExURczMzPf399fX1+bm5mzY9AMAAADiSURBVDjLvZXbEsMgCES5/P8/t9FuRVCRmU73JWlzosgSIIZURCjo/ad+EQJJB4Hv8BFt+IDpQoCx1wjOSBFhh2XssxEIYn3ulI/6MNReE07UIWJEv8UEOWDS88LY97kqyTliJKKtuYBbruAyVh5wOHiXmpi5we58Ek028czwyuQdLKPG1Bkb4NnM+VeAnfHqn1k4+GPT6uGQcvu2h2OVuIf/gWUFyy8OWEpdyZSa3aVCqpVoVvzZZ2VTnn2wU8qzVjDDetO90GSy9mVLqtgYSy231MxrY6I2gGqjrTY0L8fxCxfCBbhWrsYYAAAAAElFTkSuQmCC);display:block;height:44px;margin:0 auto -44px;position:relative;top:-22px;width:44px"> </div></div><p style="color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;line-height:17px;margin-bottom:0;margin-top:8px;overflow:hidden;padding:8px 0 7px;text-align:center;text-overflow:ellipsis;white-space:nowrap"><a href="https://www.instagram.com/p/BhB3vkshf1f/" style="color:#c9c8cd;font-family:Arial,sans-serif;font-size:14px;font-style:normal;font-weight:normal;line-height:17px;text-decoration:none" target="_blank">A post shared by Nadine Lustre (@nadine)</a> on <time dateTime="2018-04-01T13:18:35+00:00" style="font-family:Arial,sans-serif;font-size:14px;line-height:17px">Apr 1, 2018 at 6:18am PDT</time></p></div></blockquote><div><script async="" defer="" src="https://www.instagram.com/embed.js" type="text/javascript"></script></div>

<p>Farinah Juhaili fell in line at a shopping mall for hours, hoping to be among the first to own Anne Curtis' lipsticks and recreate her star idol's Instagram-perfect looks.</p>

Farinah Juhaili fell in line at a shopping mall for hours, hoping to be among the first to own Anne Curtis' lipsticks and recreate her star idol's Instagram-perfect looks.

Seeking Kylie Jenner success, Filipino stars tap Instagram to sell beauty

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Seeking Kylie Jenner success, Filipino stars tap Instagram to sell beauty

Katrina Domingo,

ABS-CBN News

Published Apr 03, 2018 01:55 PM PHT

|

Updated Apr 04, 2018 01:21 PM PHT

Read More:

make-up

cosmetics

Anne Curtis

Vice Ganda

Nadine Lustre

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