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SM Makati's official beauty hub launch.
S'more SM Makati's official beauty hub launch.

Last January 22nd, SM Makati officially unveiled its Beauty by SM section with the fanfare expected only of the country's megachain brand of department stores. “Beauty Expert Behind the Scenes” was the theme of the whole-day affair, which included a beauty trade show in the morning and a fashion show in the evening—and even a live shoot with fashion shutterbug Niccolo Cosme to bring things to a haute culmination.

“The launch of Beauty by SM's flagship store at SM Makati signals a new era. We now take beauty to the next level,” says Watsons CEO Robert Sun. The next level, no doubt: the haven, which sets a new standard for beauty retailing architecture-wise and beyond, was a careful collaboration between SM and NY-based firm Point Design, with the end result being the bright, wide-aisled and most importantly, well-merchandised section (a whopping 7,000 products can be found in the 1,400 square-meter space!).

Industry insiders Tim Yap, Karen Pamintuan, Daphne Oseña-Paez and Angel Aquino hosted the event, while Jude Hippolito and Rose Velasco of Univers Kaizen Salon and local beauty veteran James Cooper gave their two cents on this year's hottest trends.

Why you need to go: the spacious, well-lit area reminds one of a local Lane Crawford; its Men's Zone alone is impressive in its selection, and the nail color area is a polish-phile's playground. Hard-to-finds such as Jonathan, LOLA and Ardell are also offered in the flagship section, perhaps making “out of stock” really a phrase of the past.

—Eunice Lucero, Beauty Editor

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