About Sasimi
Sasimi is a cosmetics and beauty brand primarily associated with affordable makeup and personal care products. In the Philippine market, Sasimi is best known for its lip tints, lip glosses, lip oils, and other low-cost color cosmetics, though the brand name has also appeared on skincare and body care items such as serums, sunscreens, and facial products. The brand maintains a notable presence in Southeast Asian beauty markets, including the Philippines, Indonesia, and Thailand, with distribution largely occurring through online marketplaces and independent retailers.[2] Its most recognizable product line is the Aloe Vera 99% lip tint, which has been sold in various shades and packaging variations.
History
The precise founding history of Sasimi is not extensively documented in publicly available corporate sources. However, trademark records indicate that the SASIMI name has been used for cosmetics in the Philippines since at least the late 2010s. The Intellectual Property Office of the Philippines (IPOPHL) lists a SASIMI trademark application associated with Qiu, Shaofeng, classified under Class 3 for cosmetics and similar goods.[1]
During the same period, Sasimi products were documented in Indonesian cosmetics registration records. Filings associated with PT Lumina Royal Eterna list several Sasimi products, including Sasimi Aloe Vera 99 lip tints and Sasimi Cartoon Lip Tint, with registrations dating from 2018 and 2019. These records suggest that the brand’s early commercial identity was strongly connected to affordable lip cosmetics, particularly those featuring aloe vera themes.
Products
Sasimi’s product range has expanded beyond its original lip offerings. Products sold under the brand in the Philippines and neighboring markets have included:
- Lip tints and lip glosses, particularly the Sasimi Aloe Vera 99% series
- Lip oils and lip care products
- Liquid concealers and complexion makeup
- Eyebrow pencils and other color cosmetics
- Facial serums, including aloe vera, vitamin C, and snail-themed variants
- Sunscreens and BB creams
- Eye care products, including serums and masks
- Body care products, including scrubs
Marketplace listings in the Philippines continue to feature Sasimi lip tints, concealers, and other cosmetics alongside newer releases.[2]
Sasimi Aloe Vera 99% Lip Tint
The Sasimi Aloe Vera 99% Lip Tint is the product most strongly associated with the brand. Traditionally marketed as an inexpensive lip tint containing aloe vera, it is available in multiple shades intended to provide natural or glossy-looking lip color. Consumer discussions and beauty publications have described versions in shades such as pink, red, and orange.[3] Historical registration information from Indonesia lists three Sasimi Aloe Vera 99 lip tint variants dating from November 2018.
The product’s low price point and wide availability through e-commerce platforms have contributed to its popularity among younger consumers and budget-conscious makeup users in the Philippines.
Brand positioning
Sasimi’s market positioning is broadly characterized as mass-market and budget-oriented. Rather than competing through luxury branding, the brand emphasizes:
- Affordable pricing
- Compact and portable packaging
- Trend-driven makeup styles
- Bright, youthful product designs
- Everyday-wear lip products
- Ingredient-focused themes such as aloe vera
- Wide availability through online sellers
This positioning has made Sasimi particularly visible among younger Filipino beauty consumers. Contemporary marketplace listings continue to offer individual Sasimi products at relatively low prices, reinforcing the brand’s budget-cosmetics image.[2]
Geographic presence and corporate identity
Sasimi maintains a multi-market Southeast Asian presence, although its exact corporate structure and country of origin are not consistently described in public sources. Because intellectual property and regulatory records involve different applicants across jurisdictions, it is inaccurate to definitively classify Sasimi as exclusively a Thai, Indonesian, or Filipino brand without additional corporate documentation.
In the Philippines, IPOPHL records associate the SASIMI trademark with Qiu, Shaofeng.[1] In Indonesia, official cosmetics registration records connect Sasimi products with PT Lumina Royal Eterna. There is also evidence of Sasimi-branded cosmetics being registered for sale in Thailand, where Food and Drug Administration records identify products under the trade name ซาซิมิ (SASIMI). A more recent trademark record in Laos lists SASIMI (GUANGDONG) COSMETICS CO., LTD., a company based in Guangdong, China, for a Class 3 application filed in 2025. This indicates that while the Sasimi name is commercially registered and used for cosmetics across Southeast Asia, not all products bearing the name necessarily originate from a single entity.
Reputation and consumer perception
Sasimi has developed a reputation as an inexpensive and accessible cosmetics brand, particularly through its lip products. Reviews of the Aloe Vera lip tint frequently highlight its affordability, portability, glossy finish, and color variety.[3]
Online discussions have occasionally raised questions regarding product authenticity, regulatory registration, and individual user experiences. Some reports describe dryness or irritation following prolonged use of specific Sasimi lip products; however, these accounts represent individual experiences rather than conclusive evidence that the entire product range is unsafe.[3] Counterfeit or questionable Sasimi products have also been reported in some markets, making seller verification and regulatory compliance important considerations for Filipino consumers.
Regulatory status
Regulatory status varies by specific product and country. In Indonesia, Sasimi products have been reported as registered with BPOM through PT Lumina Royal Eterna.[4] Thai FDA records similarly show approved notification status for certain Sasimi-branded cosmetics.
However, registration of one Sasimi product does not automatically imply approval for all items bearing the brand name. Consumers in the Philippines are advised to verify the specific regulatory number, importer or manufacturer details, and packaging information for each product prior to purchase.
Brand image
Sasimi’s visual and commercial identity is generally associated with youthful, colorful, and affordable beauty products. Product lines frequently incorporate recognizable themes and character-inspired packaging, including editions marketed under names such as Cartoon, Sakura, BT21, and Hello Kitty. Philippine marketplace listings currently display Sasimi Sakura and BT21 lip products, reflecting this trend-oriented approach. The combination of low prices, novelty packaging, and social-commerce accessibility has helped sustain Sasimi’s appeal among younger demographics.
Name
The brand name is stylized predominantly as SASIMI or Sasimi on product packaging and marketplace listings. Despite its phonetic similarity to the Japanese word sashimi, there is no reliable public evidence establishing that the cosmetics brand’s name was derived from the food term. Trademark documentation in Indonesia explicitly records that the SASIMI name has no stated translation.
Current status
As of 2026, Sasimi products remain widely available through Southeast Asian online marketplaces, including platforms serving the Philippines. Lip tints continue to be among the brand’s most visible product categories, while the broader catalog encompasses makeup, skincare, and personal care items.[2] Given that the Sasimi name appears in intellectual property and product registration records involving multiple companies and countries, the brand is best described as a Southeast Asian-distributed budget cosmetics label with multiple documented commercial registrations, rather than as an entity with a single confirmed national origin.
