iFace Inc. crowned Cosmetics Retailer of the Year - Philippines at Retail Asia Awards 2025

BYS Fashion Week 2024 sets a new benchmark for brand-led cultural storytelling in beauty.

iFace Inc., the force behind BYS Cosmetics in the Philippines, has been awarded Cosmetics Retailer of the Year - Philippines at the Retail Asia Awards 2025. The recognition comes on the heels of the success of BYS Fashion Week (BYSFW) 2024.

Held from 10 to 13 October 2024 under the theme “The Fashion Forecast: A Storm Is Brewing,” BYS Fashion Week marked its third and most ambitious edition yet. The event brought together ten of the Philippines' most cutting-edge fashion designers—PROUDRACE, Patty Ang, Jaz Cerezo, Rajo Laurel for RAJOMAN, Iñigo, Kristine Ordinario, Monohomme Studios, Martin Bautista, Russell Villafuerte, and Charlotte Folk—for four days of style, substance, and strategic brand storytelling.

Unlike traditional marketing campaigns, BYS Fashion Week 2024 was a full-fledged, brand-owned cultural platform. Its curated backstage beauty looks and exclusive content collaborations with fashion influencers and pop icons bridged the gap between cosmetics and couture.

One of the standout moments of the week was the unveiling of RAJOMAN, Rajo Laurel’s all-menswear line, where celebrity muses Donny Pangilinan and Nadine Lustre took centre stage. Their participation generated buzz far beyond the runway, driving significant digital engagement.

“BYSFW became a platform that championed Filipino artistry, inspired emerging talent, and brought the beauty-fashion connection to the forefront,” the John Lozano, Iface Inc. CMO and BYS Fashion Week founder said.

This approach enabled BYS to cut through the noise in an increasingly saturated beauty landscape. “It was not merely a fashion event—it was a masterclass in branded cultural storytelling, with beauty as the anchor,” Lozano added.

The strategy paid off. BYS Fashion Week 2024 generated exceptional media mileage, with millions of impressions across digital platforms, widespread press coverage, and an uptick in brand engagement. The campaign further translated directly into business results—boosting retail foot traffic, increasing brand affinity, and driving sales growth in Q4 2024.

iFace Inc. understood that today’s beauty shoppers want more than just product—they want experience, identity, and cultural relevance. BYS Fashion Week delivered exactly that, turning a brand campaign into a cultural event and a cosmetics line into a movement.

The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in Asia. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].