About Squad Cosmetics
Squad Cosmetics (commonly branded as SQUAD) is a Philippine cosmetics brand known for offering affordable, trend-driven makeup products targeted primarily at students, young professionals, and first-time makeup users. The brand has built its reputation around delivering accessible beauty products with competitive formulas at budget-friendly prices, making it one of the most recognized value-oriented makeup brands in the Philippine beauty market.
Overview
| Category | Information |
|---|---|
| Brand Name | Squad Cosmetics (SQUAD) |
| Industry | Cosmetics & Beauty |
| Country | Philippines |
| Parent/Registrant | Cosmetix Unlimited, Inc. (FDA cosmetic notifications) |
| Product Categories | Face, Eyes, Lips, Brows, Base Makeup, Setting Products |
| Target Market | Budget-conscious consumers, students, beginners, young professionals |
| Distribution | Department stores, beauty retailers, Shopee, Lazada, TikTok Shop, social media channels |
History
Squad Cosmetics emerged as a local beauty brand focused on making makeup accessible without premium pricing. While the company has not publicly released a detailed founding history, the brand became increasingly visible in the Philippine beauty community during the early 2020s through aggressive online retail expansion, influencer collaborations, and frequent product launches.
FDA cosmetic notifications show that products under the Squad brand have been registered since at least 2022, indicating an expanding product portfolio that includes foundations, concealers, lip products, blushes, primers, and setting sprays.
Brand Philosophy
Squad Cosmetics positions itself around three key ideas:
- Affordable beauty
- Everyday makeup for everyone
- Trend-inspired products without luxury pricing
Rather than competing in the premium beauty segment, Squad emphasizes value, offering products at prices that make experimenting with makeup more accessible for beginners and younger consumers.
Product Range
The brand offers a broad lineup across multiple makeup categories.
Face
- Aqua Foundation
- Conceal It Concealer (CC Series)
- Loose Fixing Powder
- Blur Matte Primer
- Setting & Fixing Spray
- Contour & Blush palettes
- Highlighters
Lips
- Mellow Matte Lipstick
- Lip Liners
- Lip Oils
- Lip & Cheek products
- Glosses
Eyes & Brows
- Brow Fix
- Brow pencils
- Eyeshadow palettes
- Eyeliners
- Mascaras
Multi-use Products
- Multi Purpose Mousse Cream
- Color Library palettes
- Happy Pot collection
Many products are released in extensive shade ranges intended to suit a variety of Filipino skin tones.
Market Position
Squad Cosmetics occupies the budget beauty segment of the Philippine cosmetics industry.
Its primary competitors include:
- Ever Bilena
- Careline
- Detail Cosmetics
- Nichido
- Vice Cosmetics
- GRWM Cosmetics
- Issy
Compared with premium local brands, Squad typically emphasizes lower price points while maintaining a broad product assortment.
Marketing
The brand relies heavily on digital marketing, including:
- TikTok creators
- Beauty influencers
- Facebook campaigns
- Instagram content
- Livestream selling
- E-commerce promotions during major online sales events
Squad maintains official stores across major Philippine online marketplaces and social media platforms.[2]
Consumer Reception
Among Filipino beauty enthusiasts, Squad Cosmetics is generally recognized for:
Strengths
- Very affordable pricing
- Beginner-friendly products
- Frequent new releases
- Wide availability
- Good value for money
Common criticisms
- Packaging quality compared with higher-priced competitors
- Inconsistent performance across some products
- Occasional stock shortages for popular shades
Community discussions often describe the brand as a solid entry point for consumers starting a makeup collection, while noting that individual product performance can vary.[1]
Notable Products
Some of Squad’s most frequently discussed products include:
- Conceal It Concealer (CC2)
- Aqua Foundation
- Lock It In Setting & Fixing Spray
- Air Fix Loose Powder
- Happy Pot
- Multi Purpose Mousse Cream
- Mellow Matte Lipstick
- Lip Liner collection
Distribution
Squad Cosmetics products are sold through:
- Official online stores
- Shopee
- Lazada
- TikTok Shop
- Selected cosmetic retailers throughout the Philippines[2]
Regulatory Status
Cosmetic products sold under the Squad brand are notified through the Philippine Food and Drug Administration (FDA). Public FDA notification records identify Cosmetix Unlimited, Inc. as the company responsible for several Squad product registrations, including the Aqua Foundation, Multi Purpose Mousse Cream, Mellow Matte Lipstick, and Contour & Blush products.
Summary
Squad Cosmetics has established itself as one of the Philippines’ prominent affordable makeup brands by focusing on accessibility, trend-driven product development, and strong e-commerce presence. While it competes in a crowded local beauty market, its combination of low prices, wide product selection, and active social media marketing has helped it gain a substantial following among students, makeup beginners, and budget-conscious consumers.[2]
