Colourette is a Filipino beauty and cosmetics brand founded in 2015 by Nina Ellaine Dizon-Cabrera. The company is known for creating affordable, inclusive, and multi-use makeup products designed specifically for Filipino consumers. Its philosophy centers on the idea that beauty is for everyone, regardless of skin tone, gender, age, or background. The brand’s long-running slogan is “Beauty In All Ways.” [1]

Founding (2015)

Colourette began as a passion project by Nina Ellaine Dizon-Cabrera, who wanted to create makeup specifically suited to Filipino consumers. She believed many international brands did not adequately address:

• Filipino skin tones

• Tropical climate

• Local beauty preferences

• Affordable pricing

Her vision was simple:

Create products made for Filipinos, by Filipinos.

The company initially sold online, relying heavily on social media and direct engagement with customers rather than traditional retail distribution. [1]

Early Growth

In its early years, Colourette offered a wide range of makeup products including:

• Lipsticks

• Brow products

• Highlighters

• Powders

• Face makeup

However, one product became the brand’s breakthrough success:

Colourtint

The Colourtint became Colourette’s signature product. It is a multi-use liquid tint designed for:

• Lips

• Cheeks

• Eyes

Originally packaged in a bottle that resembled nail polish, the product gained popularity for its versatility and long wear. Customer feedback later led to redesigned packaging with improved usability. [1]

Colourette positions itself as an inclusive beauty brand. Its core values include:

• Diversity

• Inclusivity

• Self-expression

• Accessibility

• Filipino-first product development

Unlike brands that market only to women, Colourette frequently states that its products are for everyone regardless of:

• Gender

• Sexual orientation

• Occupation

• Age

• Ethnicity

The company emphasizes makeup as a tool for creativity and confidence rather than a requirement for beauty. [2]

Over the years, Colourette has expanded into several beauty categories.

Makeup

Popular products include:

• Colourtint

• Colourbalm

• Colourglaze

• Easy Matte

• Colourdrip

• Super Glow products

• Brow products

• Lip products

Complexion

The brand later expanded into complexion makeup with products such as:

• Skin tints

• Concealers

• Primers

• Setting products

• Base makeup

These products were developed with Filipino skin tones and humid weather in mind.

Skincare

Although Colourette began as a makeup company, it expanded into skincare through its sister brand, Fresh Formula, which offers products for skincare and personal care. [1]

Fresh Formula

Fresh Formula is Colourette’s self-care and skincare brand. It focuses on:

• Body care

• Facial skincare

• Deodorants

• Moisturizers

• Serums

Like Colourette, it emphasizes affordability and Filipino-made formulations. [1]

One of Colourette’s distinguishing characteristics is its emphasis on customer feedback. The company frequently:

• Conducts shade surveys

• Collects customer reviews

• Revises packaging

• Reformulates products

• Involves customers during product development

The redesign of the original Colourtint packaging is a notable example of customer feedback influencing product improvements. [1]

Colourette built much of its audience through digital-first marketing rather than traditional advertising. Its strategies include:

• Social media engagement

• Educational beauty content

• Livestream selling

• User-generated content

• Influencer collaborations

• Founder-led storytelling

Founder Nina Ellaine Dizon-Cabrera has also become closely associated with the brand through her public discussions of entrepreneurship, product development, and company culture. [1]

As Colourette grew, it expanded from an online cosmetics startup into one of the Philippines’ better-known local beauty brands. Key milestones include:

• National recognition among local cosmetics brands

• Expansion into skincare

• Increased retail and e-commerce presence

• Investment from venture capital

In 2022, the parent company behind Colourette and Fresh Formula announced it had secured seed funding led by Foxmont Capital Partners to support further growth. [1]

Colourette emphasizes:

• Filipino pride

• Practical beauty

• Inclusive shade ranges

• Budget-friendly pricing

• Community engagement

The company frequently uses informal, conversational language in its branding and refers to customers affectionately as “besties” or “Bs,” reinforcing a friendly and approachable identity. [1]

Within the Philippine beauty industry, Colourette is often recognized as one of the pioneering modern local beauty brands that helped expand the market for independent Filipino cosmetics companies. Community discussions commonly praise the brand’s inclusivity, founder involvement, and some flagship products, while feedback on individual products has varied over time as formulas and categories evolved. [3]

Colourette is regarded as one of the prominent homegrown beauty brands in the Philippines. From its beginnings as an online startup in 2015, it has grown into a broader beauty business offering makeup and skincare while maintaining a focus on products tailored to Filipino consumers. Through its emphasis on inclusivity, community feedback, and digital engagement, the brand has become a recognizable name in the country’s cosmetics industry. [2]

1. A Crash Course on Colourette | Colourette Cosmetics

2. Colourette | LinkedIn

3. What’s your thoughts about the brand Colourette?