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Sunnies State of Mind


By Kim Reyes-Palanca

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What did it take for Sunnies Face to become one of the most popular, well-loved beauty brands in and out of the country? A young yet practical beauty sensibility. Since its inception, it has held on to its brand DNA, an amalgamation of everything the founders wanted in a beauty product luxury brand formula, pretty packaging, and accessible price. They call it the perfect “in-between” of an expensive and affordable brand.And found that sweet spot they did.

At a time when everyone is fixating on that plump pout (you know this—overlining lips then filling it in with color), the search for mattifying, and budge-proof formulas are on a record high. Global sales from lip kits and liquid lipsticks alone can attest to this. Matte is the must-have formula for Millennials, and this dictates the direction for many beauty products out there. Mind you, some have even named their lipsticks, millennial matte.

Matte is the must-have formula for Millennials, and this dictates the direction for many beauty products out there.

Sunnies Face creators and lipstick lovers—Georgina Wilson, Jess Wilson, Martine Ho, and Bea Soriano-Dee— responded to this demand through a collective knowledge of what they’ve always wanted in a lippie. Enter their first ever product, Fluffmatte: weightless, matte, second skin lip color in a bullet format. On its launch date in August of last year, the hoardworthy lipsticks sold out in 15 minutes, even crashing the website as a result.

Face Paint

After the success of Fluffmatte, Sunnies Face released Lifebrow, eyebrow enhancers that help you achieve bushy brows by “fluffing up” the product with a spoolie. Any kind of skin sheen whether glitter or shimmer, became the next big thing. For this, they have Glowboss, highlighting sticks for on-the-go shine.

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The brand has always encouraged its users to treat their products as multi-use color. Fluffmatte, for example, had celebrity makeup artists using them as cream eyeshadow and blush. Having the groundwork for a popular blendable and buildable formula, it was only a matter of time before the next multi-tasking makeup.

Then came Airblush, a sheer cheek tint dubbed as real-life color filters, which work exactly that way. This color compact works as an allaround face paint, giving soft-focus effect on cheeks, lids, and lips. Was this paint pot a novel idea? Not really, but presentation was eye-catching and effective.

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Their latest beauty hybrid is the Lip Dip. A liquid lipstick in a whipped mousse formula inspired by Korean cosmetics and made in Korea. The buzz and lines it generated show that they have replicated Fluffmatte’s success.

Cool Gal

With “It” girls as founders, these Sunnies fashionable women know the spirit, the vibe, of their generation. Having a fab girl squad behind the brand all the more reinforces Sunnies Face’s casual cool approach.

It’s affordable luxury, aspirational yet accessible, a must-h overall look of all the Sunnies brands, there’s a familiar and unifying aesthetic. Martine’s Pantone dreams play out in Sunnies Face’s beauty campaigns, visuals, and stores. And when you have a marketing team, majority of whom are under 30, who speak the same language, everyone is on the same page. Everything fits in seamlessly and moves as one organism.

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These It girls have a strong social media following and that obviously trickles down to their brand. When you have customized and cohesive content, you can credit strong sales from strong engagement. Highly stylized videos, stunning visuals, interesting tutorials, and, of course, swatching, lots of it—it’s like an e-zine in itself. Posts and stories have celeb tutorials, cheat sheets, how-it’s-made videos, and many reasons to make you stay on your phone. How about a “drunk blush” how-to? Calming brain massage with lipsticks as dominos? Turning your acrylic lipstick case into a vase? Fresh!

But all this perspective boils down to this: recognizing the Millennial market’s role and the Millennials behind the business. Made by Millennials and for Millennials, the fact is, it works. There’s no denying that although Sunnies Face fans may be diverse, the millennial set is the main driver for the brand’s success.


It’s makeup for the trendy, the social media-savvy, for those looking to identify with brands that support their values and lifestyle. Who are these people with discerning tastes, you ask? The young lot, of course.

Their slogan, “beauty that gets you” means they get that primping should be fun and unfussy, also, not pricey.

Love ‘em or hate ‘em, the Sunnies Face squad seem to be doing something right. They know how to use their beauty fashion, beauty wits, and fame, in promoting the brand. It doesn’t hurt to have local or Hollywood celebs (Rosie Huntington-Whiteley, Christina Aguilera, Kate Bosworth, to name a few), and fellow influencers wearing their products. Throw in several citations from local and international press (Allure, Harper’s Bazaar, Into the Gloss, Refinery 29), and you’ve got yourself a booming beauty business. Word has it that setting up shop abroad is in the works.

Whether you believe the hype or not, the brand is keen on sustaining its growth. They’re in it for the long haul—one lipstick, one, product, one Instagram post at a time.

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