The Best F-Beauty Releases of 2025, According to Content Creators

“It’s the Popique Multi-Complexion Pot, specifically the Brighten + Correct variant. It’s creamy, perfect for my dry undereyes, easy to blend, and really helps brighten my dark circles.”

Ry Velasco ultimately crowned the Popique Multi-Complexion Pot as well. The multi-tasking product can be whatever you want it to be, as it comes in more than 20 shades and different variants for brightening, concealing, and contouring. Whichever you go for, you can expect a smooth, skin-like, and soft-matte finish. Her first impression, as seen below, surely lasted.

“I love the Issy Glitter Suspension Sticks! They brought back a sense of excitement that I didn’t even realize I was missing. In a time when makeup can sometimes feel repetitive or overly serious, these sticks reminded me why I fell in love with beauty in the first place.

“They’re playful, effortless, and unapologetically fun. Proof that makeup doesn’t always have to be about perfection or trends. Sometimes, it’s simply about expression, creativity, and enjoying the process.”

“My 2025 local beauty release, of course, would be my brand, Spot Contact Lens. Aside from it being one of the very few local lens brands here in the Philippines that’s FDA-approved, we also aim to create collections that blend seamlessly with our eyes—from the sizes to the color preferences and more, all designed to fit Filipino eyes perfectly. And it’s honestly the most comfortable lens I’ve ever worn. Really proud of this one.”

“Our local beauty brands have been on top of their game lately! Top of my mind would be the Faboulash Bespoke cluster lashes in collaboration with different icons from the beauty industry. I specifically love Marj Maroket’s design, and even brought it with me on my recent Dubai trip! Cluster lashes changed the game for me, and it made me finally stop getting extensions.”

“One of the best releases for me is the Issy Crème Cheek Sticks. So many things to love about this release—formula, packaging, shade range—Issy hit all the marks. But in my opinion, what sets this release apart from other Issy releases is their intent behind it. You know who exactly the products are for, and why they were created to begin with.

“Another would be the Lucky Beauty Lucky Potions Season II. This specific set was, in my opinion, a step up from Season I. From the juvenile and playful energy of Season I, the second season felt more mature, refined, and grounded. Although quieter in compositions, Season II resonated deeper with me.”

“My favorite local beauty release of 2025 would definitely be the Popique Kiss Me Multi-Peptide Lip Balm. I’ve literally used it non-stop this year. It’s incredibly moisturizing, and gives that high-shine finish I love.”

“My favorite local beauty release of 2025? Without a doubt, my Tillo Kitsune Brushes. I poured my whole heart, passion, and years of beauty experience into creating this set to truly elevate and complement our local makeup brands. These brushes are incredibly soft, with a 'no tusok feel,' beginner-friendly, effortless to use, and travel-friendly, designed to make your makeup look smoother, cleaner, and more flawless every single time. This isn’t just another brush set—it’s my dream brush collection brought to life.”

“My favorite local release this year is Eclat Noir by GP Fragrances. As someone who loves fragrance and does fragrance content for a living, this is immediately a 5/5 for me! Imagine a very decadent black forest cake but doused with sweet cognac—this is exactly what it smells and feels like!

“It's gourmand, but in a very complex way. I love it because even though gourmands get a bad reputation for smelling juvenile, this has that classic gourmand DNA, but infused with something more mature and complex. So delicious, date-night worthy, and very sensual in the best ways.”

Who doesn’t love a good lip gloss? Ashley Garcia liked the Issy Fat Gloss in particular, given its lustrous finish and weighted texture. While it makes the lips look full and juicy, its non-sticky formula allows it to feel comfortable and nourishing. If you’re overwhelmed with the choices of shades, Ashley recommends the milky muted rose Cowgirl. While you might not find her try-on video online, she sent it to Preview—proof of just how often she reaches for it, even in undocumented moments.

“My favorite local beauty release of 2025 is the Colourette Lash Bomb Mascara and the Happy Skin Fresh Morning Dew Setting Spray! I love anything with really good longevity.”

2025 was, without a doubt, a busy year that went by in a flash. The enduring fast-paced nature was something homegrown brands impressively adapted to, having introduced many products that were efficient and convenient, yet still effective.

This can be seen in the abundance of makeup that comes in sticks and pots—allowing beauty to stay within reach no matter where we go—alongside supporting products like setting sprays that ease the need for constant retouching. TEasy-to-use innovations such as cluster lashes and contact lenses also save time without compromising how we look or feel.

The wins of makeup mirror the progress in skincare, with many formulas now infused with skin-loving ingredients that lessen the guilt of stepping out with a full beat. The “clean girl” aesthetic continued to thrive, with the popularity of products that offer a skin-like finish—the kind that makes beauty feel light and reminds us that beauty’s role is to enhance and not completely change. And finally, from gourmand fragrances to colorful glitters, there has never been a bigger room to play.

As we step into a new year, perhaps we can continue to treat beauty as a form of self-expression—whether through natural looks or over-the-top ones—because that’s what it was always meant to be.