The brand’s publicly indexed description uses the positioning “Confidence begins with care,” alongside messaging about empowering natural beauty and being proudly Philippine-made.

Public records suggest that Cosmi Beautii was already operating as a beauty-product brand by the early 2020s. An IPOPHIL publication records the trademark “CB COSMI BEAUTII”, with an application filed on April 16, 2023 by Ma. Cristina Jacinto of Cabanatuan, Nueva Ecija. The listed goods/services were wholesale and retail of beauty products.1

This trademark record establishes that the Cosmi Beautii name had entered the Philippine intellectual-property registration process by 2023, although it does not by itself confirm the exact founding date of the company or brand.

Cosmi Beautii subsequently became particularly visible through social-commerce platforms. Its products have appeared on TikTok Shop and other online marketplaces, where the brand’s affordable pricing and highly accessible product bundles have helped it reach mass-market consumers.

Cosmi Beautii’s catalog has expanded beyond its original and most recognizable soap products.

Niacinamide Soap

The Cosmi Beautii Niacinamide Soap is arguably the brand’s signature product. It is marketed as a face-and-body cleansing bar associated with brightening, moisturizing, oil-control, and acne-care claims. The official Philippine FDA verification database has records for COSMI BEAUTII NIACINAMIDE SOAP. One notification identifies the company as WIHI ASIA MARKETING INC., doing business under the name and style of Wihi Asia Marketing.1

A separate FDA record lists a Cosmi Beautii Niacinamide Face and Body Soap, with an intended use described as cleansing the skin and helping with acne, radiance, and acne marks. That notification was issued on May 24, 2025.

The soap is sold individually and in large reseller packs, including 5-, 10-, and 100-piece configurations, demonstrating that Cosmi Beautii also targets resellers and small beauty businesses, not only individual consumers.

Kojic Soap

Cosmi Beautii also sells Kojic Acid Soap, positioned around brightening, dark-spot, and skincare concerns. The brand’s Shopee catalog includes both individual and multi-piece versions.

Sun Shade / Sunscreen

Another prominent category is Cosmi Beautii Sun Shade SPF 50+++. The product is marketed as a sunscreen for men with claims including UVA/UVB protection, oil control, and a matte/fresh finish. Current marketplace listings show both 50 g and 20 ml formats.

Niacinamide Lotion

Cosmi Beautii offers a Niacinamide Whitening Lotion SPF45 PA+++, combining moisturizing and brightening positioning with sun-protection claims.

Serums and facial/body care

The catalog also includes products such as:

• Niacinamide serum
• Lip-care serum
• Volcanic mud scrub
• Whitening skincare bundles
• Kojic/niacinamide combinations
• Body-care products

These products allow the brand to sell complete routines rather than relying solely on its signature soap.

Men’s grooming and personal care

A distinctive aspect of Cosmi Beautii’s catalog is its attention to men’s personal care. Its products include men’s sunscreen, masculine/intimate wash, and other men’s grooming products. Marketplace listings specifically categorize some of these items under men’s grooming.

Cosmi Beautii Main PH has a particularly strong social-commerce identity. Its Shopee storefront, Cosmi Beautii Philippines Main, was indexed with approximately 44.9K followers and a 4.8 shop rating at the time of the retrieved listing. The store displayed dozens of products, including soaps, sunscreen, lotion, scrubs, and men’s personal-care products.

The same store’s individual product pages show substantial consumer activity. For example, the 50 g Sun Shade listing was shown with a 4.8 rating, while the 10-piece Niacinamide Soap listing had accumulated 6K+ sales in the indexed marketplace data.

The brand has also appeared on TikTok Shop, where listings identify the seller as Cosmi Beautii Main or Cosmi Beautii Ph. One indexed listing for its men’s lip serum identified the country of origin as the Philippines and stated that the product was FDA-registered.

A historical e-commerce industry report from 2023 also identified Cosmi Beautii Main as the TikTok Shop store selling its Niacinamide Soap and recorded substantial short-term sales activity at that time.

Cosmi Beautii appears to occupy the mass-market/affordable beauty segment rather than the luxury or dermatologist-focused skincare segment. Its product strategy emphasizes:

Affordability
Products are generally positioned at relatively low prices, making them accessible to Filipino consumers and particularly attractive for online promotions and bundles.

Brightening-focused skincare
Niacinamide, kojic acid, “whitening,” dark-spot care, and glow/brightening are recurring themes throughout the catalog.

Men’s skincare
The brand has a notable men’s-care component, including sunscreen, soap, and intimate/personal-care products.

Social-commerce accessibility
Rather than relying primarily on traditional department-store distribution, Cosmi Beautii has built considerable visibility through marketplace storefronts and social-commerce channels.

Reseller-friendly products
Large packs such as 100-piece soap bundles indicate an intentional wholesale/reseller component to its business model.

An important distinction is that “Cosmi Beautii Main PH” appears to be the name of an online storefront/seller identity rather than necessarily the legal corporate name of the brand. The Philippine FDA database connects at least some Cosmi Beautii cosmetic notifications to WIHI ASIA MARKETING INC., doing business as Wihi Asia Marketing.1

Meanwhile, the IPOPHIL trademark publication for CB COSMI BEAUTII identifies Ma. Cristina Jacinto as the applicant for the trademark application published in 2023.1

Therefore, it would be misleading to state that WIHI ASIA MARKETING INC. is definitively the owner or founder of the entire Cosmi Beautii brand without additional corporate or trademark documentation. The available records establish an association with particular cosmetic products, while the trademark record establishes a separate applicant for the mark.

Cosmi Beautii has products appearing in the Philippine FDA’s cosmetic notification database. For example, COSMI BEAUTII NIACINAMIDE SOAP 70G appears in an FDA record under notification number NN-1000013142231, with WIHI ASIA MARKETING INC. listed as the company. The record gives the product’s intended use as skin brightening and moisturizing.1

Another notification, NN-1000014677974, covers Niacinamide Face and Body Soap under the Cosmi Beautii brand and lists WIHI ASIA MARKETING INC. as the company.1

It is important to note that an FDA cosmetic notification should not automatically be interpreted as proof that every marketing claim made by sellers has been clinically proven. Regulatory notification is distinct from independent clinical evidence of efficacy.

Cosmi Beautii has developed a visible consumer following, particularly among Philippine online shoppers. Its Shopee storefront was indexed with approximately 44.9K followers and a 4.8 rating, while individual products frequently show hundreds or thousands of sales.

Consumer discussion also demonstrates that the Niacinamide Soap became recognizable enough to generate conversations in Philippine skincare communities. For example, a 2023 Reddit discussion specifically asked whether the trending Cosmi Beautii Niacinamide Soap was legitimate, illustrating the product’s visibility in Filipino social-media skincare culture.

Marketplace ratings and social-media discussions represent consumer experiences, not controlled clinical studies.

Cosmi Beautii is an example of the Filipino social-commerce beauty model: a locally positioned brand using inexpensive, highly marketable skincare products, marketplace promotions, reseller bundles, and social platforms to reach consumers directly.

Its strongest recognizable product appears to be the Niacinamide Soap, while its broader catalog has developed into a range covering facial cleansing, body care, sun protection, brightening products, men’s grooming, and intimate/personal care.

The brand’s positioning also reflects a broader trend in Philippine beauty retail toward affordable active-ingredient skincare, particularly products marketed around niacinamide, kojic acid, sun protection, and skin brightening.

Cosmi Beautii Main PH can be described as a Philippine-focused, affordable beauty and personal-care brand/store ecosystem, best known for its niacinamide and brightening soaps and increasingly diversified into sunscreen, lotion, serums, scrubs, lip care, and men’s grooming. Its online presence is centered heavily on Shopee and TikTok Shop, with a substantial consumer and reseller audience. The Cosmi Beautii trademark has a documented Philippine filing dating to 2023, while FDA records document notifications for several Cosmi Beautii cosmetic products.1

1. Intellectual Property Center, 28 Upper McKinley Rd.