Vice Cosmetics, a brand that wants to be your ride-or-die, for life

EIGHT YEARS AGO, comedian and actor Vice Ganda (real name: Jose Marie Borja Viceral) entered the local beauty industry, alongside contemporaries such as Anne Curtis with blk Cosmetics and the Sunnies Face founders Georgina Wilson, Jessica Wilson, Martine Cajucom, and Bea Soriano.

- By Zsarlene B. Chua

The goal was to create a makeup brand that was accessible not only in shade range, but also in price hence the birth of Vice Cosmetics.

Vice Cosmetics, now rebranded as Vice Co., first stood out with its fuchsia and purple packaging, a sharp contrast to the sleek black and muted pastels of other local brands. Its loud, campy style anchored on Vice Ganda's star power helped build a cult following. In recent years, however, the brand began to shift direction as Vice Ganda stepped back to focus on his showbiz career. He remains involved as the brand's co-founder.

"We're eight years old and our customers have grown," said Ana Samaco, co-chief executive officer (co-CEO) of Vice Co., during the launch of the new Perfect KIZZ Velvet collection on Aug. 10 at the Grand Hyatt Manila in Bonifacio Global City. "Makeup for life is our new philosophy. We're focusing on products that work for you and can stay with you through every stage of life."