Launched in 2023, the brand has been described as the cosmetics arm of the Filipino skincare company Luxe Organix.[2]

The origins of Absidy predate its official market entry. Founder Aleisha Yap began developing the concept during the COVID-19 pandemic. According to Yap, what consumers perceived as a newly established brand was actually the result of several years of planning, product development, experimentation, and design. She described the early stages as ideas and sketches created on her iPad that eventually evolved into a commercial beauty brand.[2]

Yap was exposed to business from a young age through her family’s entrepreneurial activities. She later developed a strong personal interest in makeup, particularly lipstick, which significantly influenced the creation of Absidy. Accounts of the brand’s origins note that Yap began developing it at around 18 years old.[3]

Absidy entered the Philippine beauty market as part of a growing generation of locally developed cosmetics brands competing with both international makeup companies and established Filipino beauty labels. By 2025, the company celebrated its first anniversary, indicating that its commercial launch occurred around 2024, despite development beginning several years prior.[2]

Public materials provide two different explanations for the name “Absidy.”

The brand’s official About Us page states that the name derives from the meaning “Gift of God.” This interpretation aligns with the brand’s belief that beauty is an innate gift possessed by every individual.[1]

In an interview, however, founder Aleisha Yap offered a more personal explanation, stating that she wanted a meaningful name and that the spelling was developed by altering the spelling of “ABC.”

The U.S. trademark record for ABSIDY similarly lists “GIFT OF GOD” as the English translation associated with the mark.[4]

The central philosophy of Absidy is “Beauty Without Bounds.” The company describes this as more than a slogan; it represents an approach to makeup intended to allow consumers to express their individual beauty without being restricted by conventional definitions or expectations.

Its stated mission is to empower Filipinos through cosmetics designed to be beneficial to the skin while encouraging confidence, authenticity, and self-expression.[1] This philosophy establishes three primary brand themes:

• Individuality — Makeup is presented as a form of personal expression.
• Inclusivity — The brand emphasizes beauty across different individuals rather than promoting a single ideal.
• Confidence — Products are positioned as tools for enhancing the user’s existing appearance rather than fundamentally changing who they are.

Absidy has developed into a comprehensive color-cosmetics brand. Its catalog is divided into several major categories:

Lips

Lip products constitute one of Absidy’s most recognizable categories. These include:

• Cashmere Kiss Matte Lipstick
• Cashmere Kiss Lip Liner
• Glazing Serum Lip Stain
• Lip products in multiple shades

The Cashmere Kiss line is particularly associated with the brand and has been described as having a velvety texture and creamy finish.[2]

Complexion

The complexion range includes foundation, skin tint, concealer, color corrector, powder, complexion enhancers, illuminating/filter products, and makeup sponges and brushes. Current offerings include Beauty Base Weightless Touch Foundation, Beauty Base Weightless Touch Concealer, Vital Blur Filter Skin Tint, and Complexion Blur Translucent Perfecting Powder.[3]

Cheeks

The brand produces multiple blush and complexion-color products, including whipped serum blush, powder blush, gel highlighter, and blush bundles. The Soft Cheeks Whipped Serum Blush is currently featured in the company’s catalog.[3]

Eyes and brows

Absidy’s eye category includes brow pencils, brow gels, waterproof mascara, and eyelash curlers. The Shape & Define Brow Pencil, for example, is sold with a spoolie and, in some versions, a free refill.[5]

Tools and accessories

Expanding beyond makeup formulas, the brand offers beauty tools such as face brushes, concealer brushes, complexion sponges, makeup puffs, eyelash curlers, and facial wipes. This allows Absidy to function as a complete makeup ecosystem rather than solely a color-cosmetics label.[3]

Skincare

The Absidy catalog also contains skincare products marketed for cleansing and skin preparation.[5]

Absidy occupies a distinct position in the Philippine beauty market by combining the visual and aspirational language traditionally associated with premium or luxury cosmetics with comparatively accessible pricing. Listings at Watsons show Absidy products ranging from roughly ₱245–₱695 across tools and makeup categories, although prices vary by product and retailer.[3]

This pricing strategy characterizes the brand as an accessible-premium or masstige beauty brand rather than a traditional luxury house. Its product strategy reflects current industry trends, featuring lightweight complexion products, skin tints, serum blushes, skincare-oriented formulas, brow products, lip stains, and multi-functional complexion items.

Absidy maintains strong connections to Luxe Organix, a well-established Filipino beauty and skincare company. Media coverage in 2024 described Absidy as the cosmetics arm of Luxe Organix, while other reports identify founder Aleisha Yap as having been involved with the Luxe Organix business environment.[2]

This connection provided Absidy with an established Filipino beauty-business ecosystem for its launch, while allowing the new brand to develop a distinct makeup-focused and fashion-conscious identity. The current Absidy website states that Absidy Beauty is a division of Ether International, suggesting that its corporate structure may have evolved as the brand expanded.[5]

Aleisha Yap is the founder of Absidy Beauty and is closely associated with the brand’s identity. Public profiles highlight that she began developing the brand around the age of 18 and continued working on it while pursuing her studies.

Her personal interest in cosmetics served as a primary motivation for the company. Yap has spoken about growing up interested in makeup and frequently asking her mother for products, with lipstick being a particular favorite. Rather than presenting Absidy simply as a corporate extension of an existing beauty company, the brand’s narrative places significant emphasis on Yap’s personal creative involvement in its development.

Heart Evangelista serves as a prominent brand ambassador for Absidy. Involved with the brand from its early period, Evangelista helped introduce Absidy to a fashion- and celebrity-oriented audience. Coverage of the launch identified her as the brand’s official endorser, and she later participated in Absidy’s first-anniversary celebration.[6]

Her association aligns with Absidy’s intended positioning: sophisticated yet youthful, Filipino yet internationally influenced, and centered on beauty, fashion, and self-expression.

Absidy products are available through its own online platform and Philippine beauty retailers. A significant retail channel is Watsons Philippines, which hosts a dedicated Absidy catalog containing dozens of products across lips, complexion, cheeks, eyes, and tools.[3]

The brand’s online store organizes products into Lips, Cheeks, Complexion, Eyes, Tools, and Skincare, reflecting its expansion beyond its initial makeup assortment.[5]

Absidy has pursued trademark protection internationally. A U.S. trademark application for ABSIDY was filed by Genson Distribution Inc. on October 26, 2023. The filing covers a broad range of cosmetics and skincare-related products, including lipstick, lip balm, lip stain, foundation, concealer, blush, mascara, eyeliner, sunscreen, and other cosmetic preparations.[4]

The trademark documentation associates the name with the phrase “Gift of God.”[4]

Visually and commercially, Absidy has cultivated an identity combining youthfulness, Filipino heritage, aspiration, accessibility, and expressiveness. Rather than competing purely on price, the brand emphasizes the experience surrounding its products, including packaging, shade names, campaigns, celebrity partnerships, and the concept of makeup as personality expression.

This is evident in its naming conventions; for example, Cashmere Kiss lipsticks include shades such as Chai, Orchid, French Rose, Dusk, Dawn, Macaron, and Vintage Scarlet.[3]

Absidy represents a newer wave of homegrown Philippine beauty brands emerging alongside shifting consumer preferences toward locally created cosmetics. Its significance lies in bridging multiple market segments simultaneously:

• Filipino mass and accessible beauty
• Social-media-driven Gen Z and young-millennial cosmetics
• Premium-looking packaging and branding
• Skincare-makeup hybrids
• Celebrity and fashion culture
• Inclusive and self-expression-oriented beauty

The brand’s rapid expansion from a small concept to a broad makeup line illustrates the increasing competitiveness of the Philippine beauty market.

Absidy has received attention in Philippine lifestyle and entertainment media due to its founder, its connection to Luxe Organix, and its association with Heart Evangelista. Its first-anniversary event in 2025 was positioned as a celebration of beauty, passion, confidence, and community rather than merely a corporate milestone. The event highlighted the Cashmere Kiss collection and introduced additional products under the Beauty Base line.[2]

1. ABOUT US – Absidy Beauty
2. Manila Bulletin – Absidy: A brand built on passion and experience
3. Absidy | Watsons Philippines
4. ABSIDY Trademark Application of GENSON DISTRIBUTION INC. – Serial Number 98977579 :: Justia Trademarks
5. absidy.com – Absidy
6. Beauty Roundup: a new makeup brand called Absidy, a drop from Lucky Beauty, and holiday beauty gift ideas! — Project Vanity