Skincare firm eyes digital push for Cebu expansion

Skin Magical, one of the country’s most recognized skincare brands, is embarking on a bold expansion into Cebu’s beauty and wellness scene, positioning the city as its next-growth frontier after cementing a decade of national presence.

- — By Ehda M. Dagooc

Founded in 2015 and formally launched its first store in January 2016, Skin Magical rose to prominence with its bestselling Rejuvenating Set.

A decade later, the brand has sold over 10 million units and established an expansive dealer and reseller network.

Now, it is doubling down on growth—pivoting from traditional bulk distribution and reselling to a digitally driven strategy anchored by its newly unveiled live-selling headquarters.

This facility combines corporate offices, a retail storefront, warehouse, and studio-equipped for full-time livestream operations—a leap aimed to resonate with Cebu’s dynamic consumer base.