The Colorist Expands to the Philippines | ENGLISH

Have you ever heard of The Colorist? It's a multi-brand beauty chain from KK Group (KKV and X11). Founded in 2019, The Colorist entered the Philippines through partnerships with SM Group.

On 25 September 2025, the brand will make its debut in three malls (Southwoods Mall, Festival Mall, and SM City Bicutan). This move marks the country as its third international market, following Malaysia and Vietnam.

So... How does the store look? And what's inside?

The Colorist store front - Source: The Colorist Vietnam Career

The Colorist (TC) store embraces a soft pink theme to create an atmosphere that is both simple, open, and playful, with decorative walls and eye-catching product displays. Inside the store, customers can choose to be assisted by staff or not. If you don't want to be assisted, you can pick blue basket.

What can you expect from the store? A one-stop beauty destination with a diverse range of products. There are several categories, ranging from makeup tools, nail cosmetics, skincare, accessories, and fragrances.

One of TC's selling points is the store size, which may be comparable to Sephora. Its compact layout maximizes space for more brand offerings, with a particular emphasis on Chinese labels, including: CKA, Kato-Kato, Colorkey, Uhue, Veecci, and UKiss.

Perfume and accessories - Source: The Colorist Global

Store aisle - Source: The Colorist Global

The pricing also tends to be affordable compared to Sephora (but, the brand are usually less known). In line with its market segmentation, young consumers who prefer reasonably priced but also trendy cosmetics.

Product display  - Source: The Colorist Global

The Colourist relies on major cosmetic trends to adapt to consumer needs. Therefore, its inventory is often replaced or rearranged to align with the latest consumer preferences, much like a fast-fashion brand.

The Colorist stores in the Philippines

• Festival Mall (soon)
• SM City Bicutan (soon)
• SM City La Union (soon)
• Southwoods Mall Metro Manila (soon)