Nichido is a Philippine beauty and cosmetics brand recognized for producing accessible, budget-friendly makeup designed for everyday consumers. Established in 1982, it has grown into one of the country’s most familiar local makeup labels, particularly noted for face products, eyeliners, powders, and lip cosmetics formulated with Filipino skin tones and preferences in mind.[1]

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Founding and early development

Nichido was founded in the Philippines in 1982. The company began as a small manufacturing operation guided by Japanese technical expertise and a Japanese chemical supplier. In its early years, the business produced private-label cosmetics for other brands before establishing its own identity. A Japanese consultant assisted in creating the “Nichido” brand name during this formative period.

The brand made its first major retail debut at SM Department Store in Quiapo, subsequently expanding its distribution network across the Philippines.

Growth in the Philippine beauty market

Over the following decades, Nichido expanded alongside the Philippine cosmetics industry. It became recognized as a budget-friendly alternative to international makeup brands, offering products accessible to students, working professionals, makeup enthusiasts, and professional artists.

The brand built a reputation for providing practical beauty products at affordable prices while maintaining a wide selection of shades and formulations suitable for Filipino consumers.[1]

Nichido operates on the principle that beauty and self-expression should be accessible to everyone. The brand focuses on creating products that enable consumers to experiment with styles ranging from natural everyday looks to more glamorous appearances.

Its identity is closely associated with:

• Affordable beauty products
• Everyday makeup accessibility
• Products designed for local skin tones
• A wide variety of colors and finishes
• Makeup experimentation and creativity

The brand has gained particular popularity among Filipino makeup users due to its balance between price and performance.[1]

Nichido offers a broad portfolio of color cosmetics and beauty accessories. Its product categories include:

Face Makeup

Popular face products include:

• Foundations
• Pressed powders
• Two-way cakes
• BB creams
• Primers
• Concealers
• Blush products

One notable product line is the True Colors collection, which includes complexion products such as liquid foundation.[1]

Eye Makeup

The eye makeup range includes:

• Eyeliners
• Eyebrow pencils
• Mascara
• Eyeshadow palettes
• Eye brushes

Nichido is especially recognized among Philippine consumers for its affordable eyeliners and brow products.[1]

Lip Products

The company produces various lip cosmetics, including:

• Lipsticks
• Lip tints
• Matte lip products
• Lip care products

Tools and Accessories

Nichido also manufactures makeup tools such as:

• Makeup brushes
• Applicators
• Beauty accessories

Nichido occupies the affordable cosmetics segment, competing with other mass-market beauty brands in Southeast Asia. Rather than positioning itself as a luxury company, the brand emphasizes value, accessibility, and suitability for everyday consumers.

Its products are commonly associated with:

• Students and young makeup users
• First-time makeup buyers
• Budget-conscious beauty consumers
• Makeup artists seeking affordable essentials[2]

Nichido has developed a strong cultural presence in the Philippines, where it is often considered a “starter” makeup brand for many consumers. Its availability in department stores, beauty retailers, and online platforms has helped maintain familiarity across different generations of makeup users.[1]

Filipino beauty enthusiasts frequently cite the following products:

• Pressed powders
• Eyeliners
• Foundations
• Lip products
• Affordable makeup brushes[1]

Nichido products are associated with Goldline Cosmetics Manufacturing Corporation in Philippine cosmetic product registrations. Several items, including foundations and eyeshadows, appear in Philippine FDA cosmetic notification records under this company.

Although primarily known as a Philippine beauty brand, Nichido has expanded availability beyond traditional domestic retail through online commerce and international shipping channels.

The brand’s appeal outside the Philippines is largely connected to growing global interest in Southeast Asian beauty products and affordable cosmetics.

Nichido represents the growth of local Philippine beauty entrepreneurship. Its history demonstrates how a domestic cosmetics company can compete in a market dominated by multinational corporations by focusing on:

• Local consumer needs
• Affordable pricing
• Product variety
• Everyday usability

After more than four decades in the industry, Nichido remains one of the Philippines’ best-known homegrown makeup brands.[1]

1. About Us – NICHIDO Cosmetics
2. Nichido Cosmetics | PRO Makeup