SM Prime–backed LOOK At Me is polishing its presence in the country’s premium beauty space, expanding its physical footprint as Filipino consumers grow more discerning about what earns a place on their vanity.
Operated by Watsons Personal Care Stores (Philippines), Inc., the multi-brand luxury concept has opened its newest store at SM North EDSA—its third location nationwide and a calculated step toward northern Metro Manila’s high-traffic, high-spending market.
Watsons Philippines is a joint venture between Hong Kong–based A.S. Watson and SM Prime Holdings, pairing global retail scale with prime local mall locations.
The North EDSA store reinforces LOOK At Me’s positioning as a modern luxury destination rather than a traditional beauty counter. The concept reflects a broader shift in global beauty retail: away from sheer product volume and toward intentional curation, immersive discovery, and personalized service. It’s a format designed for shoppers who arrive informed, curious, and ready to engage.
“Filipino beauty consumers are more informed than ever,” said Danilo Chiong, managing director of Watsons Philippines. “With LOOK At Me North EDSA, we wanted to create a space that brings global beauty closer to them—one that offers curation, expertise, and an experience that feels both elevated and personal.”
Customers can explore an edited mix of luxury fragrances, skincare, makeup, haircare, and beauty tools from global fashion and fragrance houses including Prada, YSL, Armani, Versace, Rabanne, Dolce & Gabbana, Maison Margiela, Viktor & Rolf, and Mugler. The assortment is complemented by Korean and Japanese skincare standouts such as Dr. Jart+, Laneige, and Innisfree, brands known for ingredient-led innovation and efficacy.
For SM Prime and Watsons, LOOK At Me signals a clear strategy: physical retail still matters, especially when it delivers experience. As beauty consumers trade impulse buying for informed indulgence, the future of luxury retail looks curated, conversational, and confidently offline.
