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How Thailand’s Snailwhite was able to compete with K-beauty in the competitive beauty market of PH

MANILA, PHILIPPINES — The Philippines was all about Korean beauty in 2018. Two K-skincare giants launched stores at SM Mall of Asia and SM Makati, while another opened a flagship store in Robinsons Galleria. Beauty Bar, an iconic Filipino beauty store, started carrying K-brands too. 

At the same time this was happening, SNAILWHITE launched in the Philippines. The Thai skincare brand may not have had a grand store or kiosk, but it quickly reached viral status with its hero product, Whipp Soap.

According to SNAILWHITE Philippines Founder Nicko Falcis, they brought it here because “Thai beauty products are the most relatable for Filipinos since we’re all from Southeast Asia. It’s comparable from all angles—quality, pricing, and most importantly, customer needs. We felt it was a great time to elevate the beauty standards of Filipinos, starting with great skincare.”  


This was true as most Korean skincare products were tailored for the drier skin types of South Koreans, unlike Thai skincare, which takes into account their humid climate, like the Philippines. If South Korea and Japan are the leaders in beauty in East Asia, Thailand is the equivalent in Southeast Asia. Based on a 2022 Euromonitor report, “Thailand is seen as the innovation hub and manufacturing powerhouse for beauty and personal care in Southeast Asia.” 

The magic of “whipped” soap 

Whipp Soap instantly became a cult favorite in 2018 for two reasons: one, it provided a luxurious face-washing experience similar to those seen in popular skincare commercials; and two, it actually did what it claimed to do.  

Most Filipinos are all too familiar with tales of their mothers and grandmothers washing their faces with bar soap for soft, clear skin. The caveat is those soaps were often harsh and ruined the skin’s moisture barrier. But SNAILWHITE Whipp Soap is a reimagined and better version of the classic bar.  

SNAILWHITE’s first best-seller: Whipp Soap

It deeply cleanses but nourishes the skin, and is formulated with hydrating and brightening ingredients like Snail Mucin, Niacinamide, Hyaluronic Acid, Arbutin, and nine plant-derived extracts. It has no drying alcohol or parabens, plus it produces a cloud-like facial foam that’s triggered by wetting the bar and rubbing the Ultraweave Mesh. 

“We made a grand entrance by introducing the first ever beauty soap specifically formulated for the face, with its soft-to-touch foam. We’ve sold over three million bars since then!” 

A glowing journey forward 

From the first five products launched in 2018, SNAILWHITE has grown its offerings to over 30 cleansers, toners, moisturizers, sunscreens, and gift sets.

Whipp Soap still remains a best-seller today, leading to sister cleansers being launched in 2020 and 2023. Whipp Soap Gold is a richer version and suits drier skin types, while the Whipp Foam Cleanser is the Whipp Soap but in a liquid foam version.

Other SNAILWHITE best-sellers now include the Glow Potion AHA BHA Toner and SNAILWHITE’s roster of sunscreens: CC Sunscreen SPF50+/PA+++, Everyday Glow Sunscreen SPF50+/PA++++, and the Glassy Glow Daily Defense Cream SPF50+/PA++++. 

SNAILWHITE has also ventured into releasing sachet formats of its famous products as part of its “try before you buy” belief. This has proved beneficial in its business as Euromonitor noted in 2022 that “despite an expected increase in the premiumization within skincare, it’s likely that sachets will continue to play a key role in the market  as they not only make these products more accessible but they also allow consumers to try and test products before investing in a larger pack size.” 

Two of SNAILWHITE’s Glowing Goddesses, Small Laude and Nadine Lustre

Nicko shared, “For the next five years, SNAILWHITE will be unstoppable as we introduce the most relevant and exciting beauty products for ALL Filipinos to have access to. Led by our glowing superstars Alex Gonzaga, Nadine Lustre, Rei Germar, and Miss Small Laude, our signature #AffordAGlow beauty products in sachet formats provide a great opportunity for customers to try before committing to the full-sized version.” 

SNAILWHITE is available nationwide at Watsons, Landmark, Merrymart, 7-Eleven, Robinsons Supermarket, Robinsons Department Store, Mercury Drug, Southstar Drug, Shopwise, SM Beauty, Puregold, St. Joseph Drug, SM Markets, Rustan’s Marketplace, Waltermart, All Day Supermarket, and Metro Department Store. It’s also available online at snailwhiteph.com and official stores at Lazada, Shopee, Tiktok, Zalora, and BeautyMNL. 

Follow SNAILWHITE Philippines on Facebook, Instagram, and TikTok

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