Cebu Turns Up the Glam for SM Beauty’s Lipstick Month Celebration

SM Beauty has transformed SM City Cebu into a vibrant playground for makeup lovers with its Color Play 2025 Campaign, headlined by the So Much Color Playhouse, a multisensory beauty pop-up that’s been dazzling visitors from July 24 to 31, 2025.

Located at the North Wing Atrium, the Playhouse invites guests to explore themed zones such as the Playhouse Lab and Playhouse Art Studio, where they can swatch, shop, and play with the latest lip products and cosmetics. The setup sparks creativity and experimentation, helping beauty enthusiasts discover their perfect shades through color theory demos, live makeup tutorials, and interactive booths.

A total of 24 of the hottest cosmetics brands were part of the Playhouse, including: Sunnies Face, L’Oreal, Happy Skin, Squad Cosmetics, BLK Cosmetics, Absidy, Issy, BYS, I’mma Beauty, KISS NY, Rude Cosmetics, Maybelline, Vice Cosmetics, Ever Bilena, Careline, Spotlight, Revlon, GRWM Cosmetics, Avon, Ready Set Glow, YOU Beauty, Barenbliss, Dazzle Me, and Glamfix.

Brands like Absidy, Issy, GRWM Cosmetics, I’mma, and Spotlight were also first-timers in Cebu, giving customers the chance to swatch and shop these trendy products in real life.

The kickoff event for So Much Color saw a few big names sharing their beauty know-how. Kryz Uy shared her makeup tips with Ready Set Glow, while makeup artist Chady Pantaleon did a live demo using Ever Bilena faves. Coming all the way from Manila, beauty TikTok stars Joce and Joize joined the fun by doing a demo on stage on finding the right colors to flatter your skin tones. Content creator and makeup artist Nate Javier also flew to Cebu and showed off his artistry through a live demo sesh with Ms. Universe Philippines 2021 2nd runner-up, Steffi Aberasturi-Arcenas, educating the crowd on the basic lipstick wardrobe every girl should have.

Timed with National Lipstick Day on July 29, the event features unbeatable promos: up to 50% off on lip products from brands like Ever Bilena, Careline, and Spotlight Cosmetics; Buy 1, Take 1 deals on select items; and an additional 10% discount for SMAC members.

Shoppers who spend ₱1,000 or more can enjoy personalized lipstick engraving, live portrait sketching, and a free lighted compact mirror.

SM Beauty branches across the country are joining the celebration with the same promos and lipstick deals until July 31.