Ashley Shine is a cosmetics and personal-care brand primarily associated with the Philippine beauty market. Its product portfolio includes makeup, hair-color products, hair-care treatments, skincare, and other beauty items. Regulatory records show that Ashley Shine products have been notified with the Food and Drug Administration (FDA) of the Philippines over many years, while trademark records document the name in cosmetics and hair-care categories.

The brand is notable for its broad, relatively accessible product range, particularly its hair-color products and affordable color cosmetics. It is currently listed among the brands carried by Watsons Philippines, where multiple Ashley Shine hair-color shades are sold.

The ownership and commercial structure appear to have evolved over time. FDA records have associated Ashley Shine products with Elegant Fumes Beauty Products Inc., while a Shawill Corporation page currently lists Ashley Shine among its brands.

Early Documented Presence

One of the earliest clear public records for the brand is a Philippine trademark application filed on 13 October 2017 for the name ASHLEY SHINE. The application identified Shi Zhong Xing as the applicant and covered a fairly broad range of beauty products, including facial serum, makeup, body lotion, hair care, face powder, lipstick, eyeliner, facial cream, and facial cleanser. Interestingly, the same application also included leather bags, umbrellas, wallets, and leather pouches under another class.

This suggests that Ashley Shine’s documented commercial identity was already broader than a single-product hair-color brand from its early years.

Expansion into Hair Care

A subsequent Philippine trademark publication from 2022 for AS ASHLEY SHINE covered an extensive selection of hair-related products, including shampoos, hair dyes, hair serums, conditioners, styling gels, hair oils, bleaching preparations, and other hair-care preparations.

This is consistent with what became one of Ashley Shine’s strongest recognizable categories: hair coloring and hair treatment.

Ashley Shine’s corporate history is somewhat complicated because different Philippine records identify different companies.

Elegant Fumes Beauty Products Inc.

A substantial number of Philippine FDA records identify Elegant Fumes Beauty Products Inc. as the company associated with Ashley Shine products. For example:

• Ashley Shine Matte Lipstick — FDA notification issued in 2025 1
• Ashley Shine Makeup Fixing Balm — 2025
• Ashley Shine BB Cream Tone Up Perfector — 2025
• Ashley Shine Lip & Cheek Glow Balm — 2025
• Ashley Shine Black Magic Lip Gel — 2024
• Ashley Shine Four Color Facelift Palette — 2024

Older FDA records likewise associate Ashley Shine products with Elegant Fumes, going back to products such as nail polish and hair-color products.

Shawill Corporation

Shawill Corporation’s own published “Our Brands” page lists Ashley Shine alongside brands including Shawill Cosmetics, Bremod Performance, and Girl Ivy.

There are also older Philippine FDA records showing Ashley Shine products associated with Shawill Corporation, including a 2016 cosmetic notification.

Additionally, a 2025 Philippine IPO publication lists an AS ASHLEY SHINE NIACINAMIDE PURE SERUM 2 IN 1 FACE AND BODY trademark application involving Shawill Corporation and Shi Zhong Xing.

Rather than describing Ashley Shine as simply owned by one entity, the safest description based on the public record is that Ashley Shine has been commercially associated with Shi Zhong Xing, Elegant Fumes Beauty Products Inc., and Shawill Corporation at different points in its documented history.

Ashley Shine has developed into a fairly broad beauty brand rather than specializing exclusively in one product.

Makeup

Its makeup portfolio includes products for the face, lips, and eyes. Examples documented by the Philippine FDA include BB cream, pressed powder, setting powder, blush, gradient blush, lip gel, lipstick, lip & cheek balm, eyeshadow, highlighter/blusher palettes, and makeup fixing balm.

For example, the FDA lists the Ashley Shine BB Cream Tone Up Perfector in Ivory White, Natural, and Beige variants.

The Lip & Cheek Glow Balm is available in at least two documented variants, “Lighter Glow” and “Darker Glow.”

The brand has also expanded into newer hybrid/color products, such as its Make Up Fixing Balm and Highlighter + Blusher Fusion Palette.

Hair Color

Hair color is arguably one of Ashley Shine’s most recognizable categories.

Watsons Philippines currently lists several Ashley Shine hair-color products, including:

• Light Blonde 8/0
• Ash 0/11
• Brown 4/0 2
• Dark Brown 3/0
• Super Ash 9/11 3
• Light Golden Brown 5/3
• Honey Tea 8/12
• Intense Very Light Blonde Gray 9/13

The range therefore covers conventional browns and blondes as well as more fashion-oriented ash and gray tones.

Ashley Shine’s Watsons product descriptions emphasize color longevity, shine, and hair-conditioning/protein-related claims.

The Philippine FDA record also demonstrates that Ashley Shine has been involved in hair-color products for years. Older records include Bio Natural Glossy Hair Color Cream and High Density Pigments Hair Color Cream.

Hair Care

Beyond coloring, the brand has historically offered products positioned around hair treatment and maintenance.

The 2022 Philippine trademark publication for AS ASHLEY SHINE covers shampoo, conditioners, hair serums, hairstyling serums, hair dyes, hair oxidants, colour removers, bleaching preparations, gels, fixing creams, and hair-conditioning oils.

That makes hair care an important part of the brand’s identity rather than simply an extension of its makeup business.

Skincare

Ashley Shine has also moved further into skincare. Its documented products and trademark activity include facial serum, facial cream, facial cleanser, body lotion, skin serum, moisturizer, facial lotion, toner, brightening products, and niacinamide products.

A U.S. trademark application filed in 2024 describes Ashley Shine goods including body lotion, body wash, brightening face cream, face cream, facial lotion, non-medicated skin serum, moisturizer, and skin toner, in addition to hair products and cosmetics 4.

Philippine IPO records also show a 2025 application for AS ASHLEY SHINE Niacinamide Pure Serum 2 in 1 Face and Body.

Nail Products

Nail cosmetics were also part of Ashley Shine’s earlier product portfolio. A Philippine FDA record from 2018 identifies ASHLEY SHINE NAIL POLISH, with 20 listed variants.

This is evidence that the brand’s early assortment extended beyond face and hair cosmetics.

Ashley Shine appears to have a particularly strong presence in the Philippines.

One of the clearest indicators is its listing on Watsons Philippines, where the brand currently has multiple products available.

The brand is also sold through online marketplaces. TikTok Shop Philippines listings show Ashley Shine blushes and lip products, indicating participation in the country’s social-commerce ecosystem 5.

This gives Ashley Shine a distribution model combining physical retail, beauty/personal-care chains, e-commerce, and social commerce.

The country of origin is not necessarily identical across all Ashley Shine products.

For example, Watsons currently identifies some Ashley Shine hair-color products as originating from the PRC, while other product pages identify the origin as the Philippines.

Consequently, it would be inaccurate to simply characterize the entire brand as either Filipino-made or Chinese-made. The manufacturing/origin information appears to vary by product.

Based on its product portfolio and retail positioning, Ashley Shine can broadly be characterized as an accessible, mass-market beauty brand rather than a luxury cosmetics house.

Its product strategy emphasizes:

• Color: hair dyes, blushes, lip products, eyeshadows
• Transformation: hair coloring, BB creams, complexion products
• Convenience: multi-use products such as lip-and-cheek products and combination palettes
• Affordability: products sold through mainstream Philippine retail channels
• Wide assortment: makeup + hair + skincare rather than a single specialty category

The brand’s name itself—Ashley Shine—lends itself to a conventional beauty positioning centered on radiance, glamour, and personal appearance.

One interesting aspect of Ashley Shine is how its portfolio appears to have evolved.

Earlier Period

The documented assortment leaned heavily toward hair color, hair treatments, nail polish, lipstick, basic complexion makeup, and hair-care products.

More Recent Period

The brand’s FDA notifications show increasing diversification into BB cream, setting powder, facelift/contouring palettes, gradient blush, lip gels, lip & cheek products, fixing balm, highlighter/blusher palettes, skincare/serum products, and newer eyeshadow products.

For example, a 2025 FDA notification covers Ashley Shine Dazzling Eyeshadow, while other 2025 records cover makeup fixing balm and lip-and-cheek products.

This suggests a move toward being a fuller beauty brand, rather than primarily a hair-color label.

Ashley Shine’s positioning is quite different from brands such as MAC, Estée Lauder, Dior Beauty, or Chanel Beauty.

It sits closer to the affordable/mass-market cosmetics segment, where the emphasis is generally on accessible pricing, numerous shades/variants, practical everyday products, hair transformation, trend-oriented makeup, and wide retail availability.

Its current Watsons listings show several hair-color products around the ₱145–₱208 range at the time of recent crawls, illustrating the relatively accessible price point of that assortment.

One useful way to understand Ashley Shine is through the Philippine FDA database. The FDA records show Ashley Shine products across multiple years, including:

• 2018: Nail polish
• 2020: Bio Natural Glossy Hair Color Cream
• 2021: High Density Pigments Hair Color Cream; Matte Lipstick records also appear in this period
• 2023: Gradient Blush, Sweet Blush, other complexion products
• 2024: Four Color Facelift Palette, Black Magic Lip Gel
• 2025: BB Cream Tone Up Perfector, Lip & Cheek Glow Balm, Makeup Fixing Balm, Matte Lipstick, Dazzling Eyeshadow, Highlighter/Blusher products

This provides fairly strong evidence that Ashley Shine is an established and continually active cosmetics brand in the Philippine market, rather than a recently created online-only label.

• 2017: Ashley Shine trademark application filed in the Philippines, covering cosmetics, hair care, and other goods.
• 2018: FDA records show Ashley Shine nail polish products; the brand is also documented in earlier makeup/hair-product regulatory records.
• 2020: Ashley Shine appears in FDA records for hair-color products.
• 2021: Additional hair-color and makeup products are documented by the FDA.
• 2022: A Philippine trademark publication documents an expanded AS ASHLEY SHINE hair-care/hair-color product scope.
• 2023: New blush, pressed-powder, and other makeup products appear in FDA records.
• 2024: The brand continues expanding its makeup range, including palettes and lip products.
• 2025: Further expansion into BB cream, lip-and-cheek products, fixing balm, lipstick, eyeshadow, and other cosmetics is documented.
• 2026: Ashley Shine remains listed by Watsons Philippines, particularly with a selection of hair-color products.

1. Registration Number Product Name | NN-1000014734020 ASHLEY SHINE MATTE LIPSTICK
2. ASHLEY SHINE, Hair Color Super Ash 9/11
3. ASHLEY SHINE, Hair Color Brown 4/0
4. ASHLEY SHINE Trademark Application of Yang, Zhijng – Serial Number 98791486 :: Justia Trademarks
5. Ashley Shine Matte Lip Gloss Lip Glaze Lip Tint Long-Lasting – TikTok Shop Philippines