Cover These Southeast Asia's homegrown makeup brands are redefining the region's beauty landscape (Image: Issy)
These Southeast Asia's homegrown makeup brands are redefining the region's beauty landscape (Image: Issy)
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From Malaysia to the Philippines, Indonesia and Thailand, these Southeast Asian makeup brands are making their mark with innovative formulas, inclusive shade ranges and products designed for tropical climates
The beauty industry has long been dominated by global names, but Southeast Asia's homegrown brands are steadily carving out their place on vanities across the region. Driven by a deep understanding of tropical climates, diverse skin tones and evolving beauty preferences, these labels are creating products that rival international counterparts—often at more accessible price points.
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What sets these brands apart is not just their formulas, but their ability to reflect the needs and tastes of the communities they serve. From lightweight complexion products made for humid weather to richly pigmented lip colours and inclusive shade ranges, Southeast Asian makeup brands are proving that innovation does not have to come from afar. Whether you're looking to refresh your everyday essentials or discover your next cult favourite, these eight Southeast Asian makeup brands deserve a spot in your beauty bag.
Velvet Vanity
Founded in Malaysia in 2016 by Adlina Nadirah, Velvet Vanity has built its reputation on creating fuss-free makeup and skincare hybrid staples designed specifically for Southeast Asian skin tones and humid climates. The brand champions the philosophy that beauty routines should be straightforward and easy, with products made to work double-duty so you can focus on what truly matters. Velvet Vanity first gained traction with its richly pigmented liquid lipsticks before expanding into complexion, eye and cheek products. Today, it is best known for combining inclusive shade ranges with long-wearing formulas that cater to everyday wear while maintaining an elevated aesthetic, all while reinforcing the belief that feeling good in your skin is the key to true beauty.
TK by Tyra
Created by Malaysian beauty influencer and entrepreneur Tyra Kamaruzzaman, TK by Tyra launched with the goal of making premium beauty more accessible to local consumers. The brand embraces effortless, wearable makeup with products that are easy to use, whether for beginners or beauty enthusiasts.
Syedewa Cosmetics
Founded by Malaysian content creator Syedewa, Syedewa Cosmetics brings together bold creativity and everyday functionality. The brand has quickly earned a loyal following for its highly pigmented formulas, eye-catching packaging and inclusive approach to beauty. While it offers a growing range of products, Syedewa Cosmetics is particularly recognised for statement lip products, eye makeup and complexion essentials that encourage self-expression without compromising on performance.
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Issy
Formerly known as Issy & Co., Issy has grown into one of the Philippines' most recognisable beauty labels, thanks to its minimalist branding, skin-first philosophy and thoughtfully formulated products. Founded with the aim of making makeup feel effortless and inclusive, the brand focuses on lightweight, buildable formulas designed for everyday wear in a tropical climate, with shades created to flatter a broad spectrum of Filipino skin tones. Its complexion range—including skin tints, concealers and flexible base products—has earned a devoted following, while its clean, cruelty-free approach and sleek packaging have helped cement its cult status.
Sunnies Face
Founded in 2018 by a group of entrepreneurs including sisters Georgina, Jess and Bea Wilson, alongside Martine Cajucom, Bea Soriano-Dee and Eric Dee Jr., Sunnies Face quickly became one of the Philippines' most recognisable beauty exports. The brand is celebrated for its modern, minimalist approach to beauty and its philosophy of effortless makeup. It first rose to prominence with the now-iconic Fluffmatte lipstick before expanding into complexion, brow and cheek products, all characterised by wearable shades and chic packaging.
Secondate
One of Indonesia's rising beauty brands, Secondate was created with the belief that makeup should seamlessly fit into everyday life. Its products are designed to deliver natural-looking results while remaining comfortable enough for all-day wear, making it especially popular among younger consumers. The brand is best known for its soft-focus lip products, lightweight complexion formulas and contemporary packaging that reflects Indonesia's growing beauty scene.
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ESQA
Launched in Jakarta in 2016, ESQA was among the first Indonesian beauty brands to position itself within the premium cosmetics space. Founded by Kezia Toemion and Felicia Hwang, the brand places emphasis on clean, cruelty-free formulations paired with sophisticated packaging. ESQA has become particularly well known for its buttery bronzers, luminous highlighters and complexion products that offer a polished, natural finish, earning recognition both within Indonesia and across Southeast Asia.
4U2 Cosmetics
Established in Thailand, 4U2 has become a cult favourite among beauty enthusiasts for delivering trend-driven products at affordable prices. The brand is especially known for its extensive lip collections, colourful blushes and playful seasonal releases that often go viral on social media. Combining vibrant packaging with dependable formulas, 4U2 continues to capture the youthful, experimental spirit of Thailand's dynamic beauty industry while remaining accessible to a wide audience.
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As Senior Lifestyle Writer, Aina writes across the lifestyle vertical, covering wellness, travel, arts and entertainment. Based in Kuala Lumpur, she previously worked at CLEO Malaysia, where she headed the lifestyle, culture and entertainment sections.
