Y.O.U Beauty was founded in 2018 under the HEBE Beauty Group, a Singapore-based beauty company. Initially launching with color cosmetics, the brand subsequently expanded its portfolio to include skincare, body care, and sun protection.

Key milestones in the brand’s development include:

• 2018 – Official launch of Y.O.U Beauty.
• 2020 – Expansion to over 10,000 distribution channels across Indonesia and neighboring markets.
• 2022 – Entry into additional Southeast Asian countries, including the Philippines, Thailand, and Malaysia, surpassing 20,000 retail distribution channels.
• 2023 – Collaboration with former Shiseido R&D executive Tadahiro Shimada to enhance research and product innovation.
• 2024 – Reached over 10 million cumulative users worldwide and 3 million TikTok followers; announced a collaboration with the Skin Cancer Foundation and received multiple regional beauty awards.3

Y.O.U positions itself as a science-driven brand tailored for tropical environments. Rather than adapting formulations designed for temperate climates, the company develops products specifically addressing high humidity, intense UV exposure, oily and acne-prone skin, and other tropical environmental factors.

The brand’s core pillars are:

• Expert – Dermatologist-supported and clinically tested products.
• Scientific – Research-driven formulations.
• Empower – Personalized skincare education.
• Trusted – Safety testing and ingredient transparency.4

Y.O.U offers a comprehensive portfolio spanning skincare, makeup, and body care.

Skincare

The skincare range includes facial cleansers, moisturizers, serums, toners, sunscreens, acne treatments, peeling serums, and facial masks. Notable product lines include:

• AcnePlus
• Sunbrella
• HY! Amino
• Peeling Serum Series5

Makeup

The brand’s color cosmetics lineup features skin tints, foundations, concealers, lipsticks, lip tints, cushions, setting products, and face powders. The Cloud Touch Series is among its most recognized collections, marketed as lightweight makeup infused with skincare ingredients like niacinamide.6

Body Care

Body care offerings consist of body lotions, scrubs, shower gels, and perfumed body care products.

Y.O.U emphasizes laboratory-backed product development. Formulations undergo dermatologist testing, clinical efficacy studies, and SGS dermatological testing, with selected products verified as non-comedogenic. Ingredients are chosen specifically for tropical skin conditions.

The brand utilizes a “Dual-Lab System” that combines naturally derived tropical ingredients with established cosmetic active ingredients to address local consumer needs.7

Y.O.U operates across Southeast Asia, with markets including Indonesia, the Philippines, Malaysia, Thailand, and Singapore. Products are distributed through official online stores, pharmacies, health and beauty retailers, and e-commerce marketplaces. The Philippines serves as one of the brand’s primary expansion markets.8910

Y.O.U Beauty has received numerous regional accolades recognizing its market performance and product quality:

• Watsons Best Exclusive Sales Growth Brand (2023)
• Cosmopolitan Beauty Awards
• COSMO Beauty Awards
• Preview Beauty Awards
• Female Daily Awards
• Shopee Beauty Awards
• Watsons Health and Beauty Awards (Brand of the Year)8

Filipino consumers can purchase authentic Y.O.U products through the following official channels:

• Lazada Official Store
• Shopee Official Store
• TikTok Shop
• Selected Watsons stores
• Selected SM Beauty outlets912

In the Philippines, the Y.O.U BEAUTY trademark was filed in 2023 by HEBE BEAUTY PTE. LTD. The registration covers cosmetics, skincare, makeup, perfumes, shampoos, sunscreens, body care, and related beauty products.10

The brand’s identity centers on the message “Your Own Unique,” encouraging consumers to embrace their individual skin types and beauty preferences rather than conforming to a singular standard. Marketing efforts combine skincare science with trend-conscious cosmetics, primarily targeting young adults and residents of tropical climates.11

• HEBE Beauty Group
• Tropical skincare
• Korean-inspired cosmetics
• Southeast Asian beauty industry

1. Brand Story – You-Beauty-Global
2. YOU Beauty | LinkedIn
3. YOU Beauty PH Official: TikTok, Instagram, Facebook | Linktree
4. You-Beauty-Global
5. Intellectual Property Center, 28 Upper McKinley Rd.
6. Brand Community – You-Beauty-Global
7. About Us | YouBeauty
8. YOU Beauty | LinkedIn
9. YOU Beauty | LinkedIn
10. YOU Beauty | LinkedIn
11. YOU+ Skin Care Clinic in BGC, Taguig City
12. Y.O.U Beauty | Watsons Philippines