Sunnies Face was officially launched in August 2018 by the founders behind the Philippine lifestyle company Sunnies Inc., which also operates Sunnies Studios (eyewear), Sunnies Coffee, and other lifestyle ventures. The founders include:

• Martine Cajucom (formerly Martine Ho)

• Georgina Wilson

• Jessica Wilson

• Bea Soriano-Dee

• Eric Dee

The idea for the brand originated from a simple question frequently asked of the founders: “What lipstick are you wearing?” Their goal was to create a makeup line featuring universally flattering colors, luxurious formulations, and contemporary design inspired by international beauty brands while remaining accessible to Filipino consumers. [1]

Sunnies Face positions itself around the idea of “Beauty That Gets You.” According to the company, the brand aims to develop makeup that feels comfortable, looks natural, and integrates easily into everyday routines. Its core philosophy includes:

• Easy-to-use makeup

• Modern minimalist packaging

• Comfortable formulations

• Inclusive shades for diverse skin tones

• Cruelty-free products

• Many products are formulated without parabens and added fragrance. [2]

Fluffmatte

Fluffmatte is the company’s flagship product and one of the best-known lipsticks in the Philippines. Features include:

• Soft matte finish

• Lightweight texture

• High pigmentation

• Comfortable wear

• Velvet-like appearance

Before launch, the founders reportedly tested over 350 colors and 22 formulas to create shades designed to complement a broad range of skin tones. The product became an immediate commercial success, frequently selling out after release. [3]

Other Product Categories

Since its debut, Sunnies Face has expanded into numerous beauty categories, including:

• Lipsticks

• Lip balm

• Lip liners

• Blush

• Highlighter

• Bronzer

• Foundation

• Concealer

• Skin tint

• Brow products

• Eyeliners

• Mascara

• Eyeshadow

• Makeup brushes

• Cosmetic accessories

• Skincare essentials

The company periodically releases limited-edition shades and seasonal collections. [4]

Sunnies Face is recognized for its distinctive visual identity, characterized by:

• Neutral color palettes

• Rounded packaging

• Minimal typography

• Editorial-style photography

• Fashion-inspired campaigns

The brand’s marketing blends beauty, fashion, and lifestyle, drawing inspiration from international editorial aesthetics while maintaining a recognizable local identity. [1]

Sunnies Face is positioned as a premium yet accessible cosmetics brand. Its primary audience includes:

• Millennials

• Generation Z consumers

• Everyday makeup users

• Beauty enthusiasts seeking minimalist products

The brand has expanded beyond the Philippines into international markets through its online store and global shipping, including launches in North America. [5]

Sunnies Face is part of Sunnies Inc., a Philippine lifestyle company founded in 2013. Other businesses under Sunnies Inc. include:

• Sunnies Studios (eyewear)

• Sunnies Coffee

• Sunnies Flask

The company describes its mission as combining functionality with modern aesthetics across lifestyle categories. [6]

Sunnies Face has built much of its popularity through:

• Instagram-first campaigns

• Influencer collaborations

• Celebrity endorsements

• Editorial photography

• Product launches with limited availability

• Strong visual branding

The launch of Fluffmatte generated significant attention, with early releases selling out rapidly and helping establish the brand’s reputation. [3]

According to the company, Sunnies Face produces cruelty-free cosmetics and states that it gives back 1% of sales through charitable initiatives. The brand emphasizes ongoing efforts to create products that feel good to use while supporting community impact. [2]

Sunnies Face has received praise for its comfortable lipstick formulas, modern packaging, wearable color selection, strong branding, and products designed with Southeast Asian skin tones in mind. Beauty publications such as Allure and Glamour have highlighted Fluffmatte as the brand’s breakthrough product and noted its popularity following its 2018 launch. [3]

The brand has also faced public criticism and online controversy at times, including discussions about its branding, marketing choices, labor practices during the COVID-19 pandemic, and the political affiliations attributed to some founders. These topics have been widely discussed online and in media, with the company addressing some issues publicly. [3]

Sunnies Face has become one of the Philippines’ most recognizable beauty brands, combining minimalist design, lifestyle-oriented marketing, and products tailored for everyday wear. Its rapid growth has made it a prominent player in the Southeast Asian cosmetics industry while expanding its presence to international consumers. [1]

1. Sunnies Face | LinkedIn

2. About Sunnies Face | Cruelty Free, Paraben Free, Fragrance Free Makeup

3. Filipino Makeup Brand Sunnies Face Makes Just One Lipstick and It’s Constantly Selling Out

4. Sunnies Face | Beauty That Gets You – Sunnies Face PH

5. The Sunnies Face Fluffmatte Lipstick Lives Up to the Hype

6. Our Story | Sunnies Studios – Sunnies Studios PH