Cult-Favorite Filipina Beauty Brand Sunnies Face Lands In The U.S.

It takes loads to turn into a worldwide magnificence sensation, however Sunnies Face managed to take action virtually in a single day. When the model launched within the Philippines, their web site crashed simply earlier than reaching 3 million views and the road offered out in 10 minutes at their launch celebration. Their hero product Fluffmatte, a matte lipstick, has offered virtually three million bullets, with one offered each 30 seconds, propelling them to the best-selling lipstick within the Philippines. Sunnies Face introduced Southeast Asian magnificence to the forefront of the worldwide magnificence scene and so they’re lastly launching stateside right this moment.

Sunnies Face was a pure extension of the approach to life model Sunnies Studios and Sunnies Café, eyewear and meals companies, respectively. Sunnies Face was based by Jessica Wilson, Model Supervisor; Martine Ho, Artistic Director; and Georgina Wilson, Model Director. “Each time we’d launch a marketing campaign, everybody would ask what lip coloration was used on the fashions,” says Georgina Wilson. “It was an obsession of ours to work with the make-up artists to combine a couple of colours collectively to get the proper shade. Quick ahead 5 years later, we launched Sunnies Face. We wished to create merchandise that might simplify and convey ease into the sweetness routines of our fellow Filipinos. For thus lengthy, we observed the quantity of individuals in our lives sporting unflattering lip colours that have been best-sellers globally, nonetheless weren’t essentially flattering on our pores and skin tone. We wished to create a magnificence line that catered to our southeast Asian heritage, which traditionally has been uncared for by the broader magnificence trade.”

When Sunnies Face launched within the Philippines in 2018, their tagline was “we’re magnificence that will get you.” Georgina Wilson believes that message resonated with many, sparking their success. “After we create our product traces, we consider convey ease into individuals’s lives with out compromising on high quality and design,” she says. “We design merchandise to be intuitive, with the purpose of elevating on a regular basis magnificence.”

The philosophy of the model is simple. “‘Magnificence that will get you’ is straightforward,” Jessica Wilson says. “We’re you. We’re the shopper. We spent years on set taking pictures campaigns in addition to sitting within the make-up chair ourselves, and discovered loads about make-up, the processes, the straightforward and never so easy utility strategies, and actually wished to create one thing that simplified the on a regular basis magnificence routine for everybody, with out the compromise on high quality.”

Sunnies Face made its debut with a single product, Fluffmatte, in 9 shades. “Fluffmatte is a weightless, fashionable matte lipstick formulated with a silk-structure know-how to present you that second pores and skin really feel,” Jessica Wilson says. “Every shade is designed to be universally flattering and simple to use with one fast swipe. Our creamy Fluffmatte formulation is blendable and breathable—it really works effectively as a multistick in your eyes and cheeks, too!” They trialed over 350 colours to search out the proper 9, guaranteeing they’d work for individuals of all pores and skin tones everywhere in the world.

“Sunnies is face is easy magnificence,” Georgina Wilson says. “It’s the fast swipe of a coloured lip, or a dab of air blush in your cheekbones to make you’re feeling put collectively for the day. It’s not over sophisticated, but has you feeling assured in your day forward.”

The Sunnies Face founders hope their US launch will proceed to assist convey Southeast Asian to the worldwide magnificence dialog. “The Philippines is a melting pot of many various cultures, ensuing from our wealthy historical past,” says Jessica Wilson. “Whereas there’s undeniably an enormous affect of American tradition current, we all know it’s time for Filipino magnificence to make its personal mark on the worldwide stage.” Sunnies Face celebrates their native tradition and heritage. “From our fashions, to our shade vary, even our creatives behind the marketing campaign pictures, the Filipino group is on the forefront,” Ho says. “It’s vital for us to signify our nation, particularly now as we increase out of Asia and hopefully pave the way in which for Filipino magnificence and merchandise to be recognized.”

Of their efforts to help the earth, Sunnies Face teamed up with 1% for the Planet, a worldwide group whose members give a minimal of 1 p.c of their annual gross sales to environmental causes. “We partnered with them as a result of we consider of their mission to ‘construct, help and activate an alliance of companies financially dedicated to making a wholesome planet,’” Georgina Wilson says. “We have been impressed by their thought of constructing in a set dedication of gross sales and giving again to assets taken from the surroundings. We additionally consider within the organizations they work with and we’ve got consciously chosen to work with Asian-based nonprofits, particularly Philippine-based ones.”

From the day it launched within the Philippines, the founders acquired numerous requests to convey Sunnies Face to the US. “We’re grateful to be a part of such a powerful Filipino group that’s so supportive of what we’re doing, all all over the world,” Ho says. “After we created Sunnies Face, we all the time had meant for it to go world and turn into a model that may very well be obtainable to and loved by many.”

To assist convey Sunnies Face to the U.S. and handle the model, they tapped SuperOrdinary, a worldwide progress companion and omnichannel distributor for magnificence manufacturers, which additionally handles unique distribution rights for the model in China. “As founders, we’re all so invested and fairly closely concerned within the everyday for our manufacturers in addition to managing our household life from residence,” Georgina Wilson says. “Increasing into the US is a big venture, and we would have liked that further steering and help. SuperOrdinary made us really feel snug as an organization who may actually present us with a full 360 launch technique right into a model new market.”

SuperOrdinary will deal with product registration, demand planning, advertising, communications, provide chain, achievement, commercialization and advertising technique for Sunnies Face within the US. “Over the previous few years, Sunnies Face has developed a cult-like following within the Asian market, which has fueled unbelievable demand for the model within the U.S.,” says Julian Reis, Founder and CEO of SuperOrdinary. “It was instantly clear to me that Sunnies Face is filling a niche within the magnificence market with its assortment of luxurious, affordably priced and meticulously formulated beauty merchandise. Moreover, the model’s extraordinarily loyal shopper base speaks for itself. We’ve developed a complete go-to-market technique to reply that demand and introduce the beloved model to new shoppers all through the world.”

Sunnies Face can have a direct-to-consumer mannequin within the U.S. That isn’t provided in China, the place the model is out there on marketplaces like TMALL and Little Pink E book. “Whereas within the U.S. manufacturers are nonetheless found on social channels like Instagram, which then drive site visitors to their web sites,” Reis explains. “We are going to prioritize direct-to-consumer within the U.S. so we are able to achieve a deep understanding of who our shopper is and construct that group earlier than seeking to considerate retail growth within the coming years.” He provides the most important difficult in bringing an Asian model to the US market has been the exponential enhance over the previous few years in advertising and acquisition prices of shoppers. “Moreover, since there’s already sturdy demand for Sunnies Face within the U.S. market, it was vital for us to make the merchandise as accessible as attainable,” he says.

Finally, that is only the start for Sunnies Face. They’ll drop extra merchandise all through the remainder of 2022. “We’ve so many new product traces within the making, and naturally world growth is a big purpose for us,” Jessica Wilson says. “We will’t look forward to Sunnies Face to be obtainable to everybody.”