About Vice Cosmetics
Vice Cosmetics (also branded today as Vice Co.) is a Filipino beauty and cosmetics brand founded in 2017 by Filipino television personality and entrepreneur Vice Ganda together with Vice Cosmetics Group Inc. The company was established with the goal of creating high-quality, affordable makeup specifically designed for Filipino consumers, with an emphasis on inclusivity, diverse skin tones, and self-expression. The brand is widely recognized for its slogan “Ganda For All” (“Beauty for Everyone”), reflecting its mission to make beauty accessible regardless of gender, skin color, age, or social background. 1
The company is headquartered in Metro Manila, Philippines, and operates as a privately held cosmetics manufacturer and retailer. Its products are sold through its official website, major beauty retailers such as Watsons, department stores, and e-commerce platforms across the Philippines. The brand has grown into one of the country’s leading local cosmetics companies. 2
History
Vice Cosmetics was officially launched on October 7, 2017, after Vice Ganda expressed the desire to create a makeup brand that would be both affordable and high-performing. The idea reportedly came after receiving offers to endorse existing cosmetic brands, leading to the decision to build an independent beauty company instead. 1
From its launch, the company differentiated itself by focusing on:
- Affordable pricing
- Inclusive shade ranges for Filipino skin tones
- Cruelty-free formulations
- Products suitable for beginners and professionals alike
Its first releases included lipsticks, powder foundations, blushes, contour products, and highlighters packaged in bright pink and purple designs that quickly became recognizable in the Philippine beauty market. 3
Brand Philosophy
Vice Cosmetics promotes beauty as a form of confidence rather than perfection. The brand encourages individuality and inclusivity through its long-running campaign:
Ganda For All
Its philosophy centers on making professional-quality makeup accessible regardless of:
- Gender identity
- Skin tone
- Age
- Budget
- Beauty experience
The company has consistently marketed itself as a brand that celebrates diversity and self-expression while remaining affordable for everyday consumers. 4
Rebranding to Vice Co.
Beginning around 2023–2025, the brand gradually shifted from the playful, celebrity-driven image associated with “Vice Cosmetics” toward a more modern identity simply called Vice Co.
The rebranding included:
- More minimalist packaging
- Updated logo and visual identity
- Premium product presentation
- Greater emphasis on product performance rather than celebrity branding
Although Vice Ganda remains a co-founder, the company’s marketing increasingly focuses on its cosmetics and product innovation instead of celebrity endorsement. Company executives have described the new direction as “makeup for life,” emphasizing products that suit consumers throughout different stages of life. 3
Products
Vice Cosmetics offers a comprehensive range of beauty products, including:
Face
- Foundations
- Skin tints
- Setting powders
- Loose powders
- Blushes
- Bronzers
- Contours
- Highlighters
Eyes
- Eyeshadow palettes
- Eyeliners
- Brow products
- Mascaras
Lips
- Lipsticks
- Lip liners
- Lip glosses
- Lip tints
- Lip balms
Beauty Tools
- Brushes
- Sponges
- Cosmetic accessories
Many products are formulated to suit humid tropical climates and Filipino complexions. The company also regularly introduces limited-edition collections and collaborations. 2
Notable Collaborations
Vice Cosmetics has partnered with several popular brands and franchises, including:
- BT21 (the character brand created by LINE FRIENDS in collaboration with BTS) 5
- Seasonal and themed makeup collections
- Limited-edition promotional campaigns
These collaborations helped expand the brand’s visibility among younger consumers. 5
Market Position
Vice Cosmetics is considered one of the leading local beauty brands in the Philippines, competing with brands such as:
- Ever Bilena
- Happy Skin
- Colourette
- Sunnies Face
- blk Cosmetics
The brand has earned recognition for delivering products that combine competitive pricing with strong performance, making it especially popular among students, young professionals, and makeup enthusiasts. Consumer discussions frequently highlight its blushes, lip liners, and complexion products as standout offerings. 5
Corporate Information
| Category | Information |
|---|---|
| Brand | Vice Cosmetics (Vice Co.) |
| Founded | 2017 |
| Founder | Vice Ganda and Vice Cosmetics Group Inc. |
| Headquarters | Metro Manila, Philippines |
| Industry | Cosmetics and personal care |
| Products | Makeup, beauty tools, skincare-adjacent cosmetics |
| Company Type | Privately held |
| Slogan | Ganda For All |
Legacy
Since its launch in 2017, Vice Cosmetics has become one of the most influential homegrown beauty brands in the Philippines. It helped popularize the concept of affordable yet high-performance local makeup and contributed to a broader movement toward inclusive beauty standards in the country. Through continuous product development and a successful brand evolution into Vice Co., it remains a significant player in the Philippine cosmetics industry. 3
