Beauty brand Happy Skin enters hair game with flagship spa at SM Aura

Filipino beauty brand Happy Skin has taken a leap in its retail journey with the opening of its next-generation flagship store at SM Aura Premier - unveiling not just a physical expansion, but a strategic category pivot into haircare.

Eleven years after its founding, Happy Skin is breaking new ground with the introduction of Happy Skin Hair, a dedicated line of hair wellness products that anchors the brand's move beyond skin and colour cosmetics. Central to this evolution is the Happy Skin Hair Spa, an in-store service that positions the brand at the intersection of retail and ritual.

Described as the first of its kind in the Philippines, the hair spa features a 12-step, Japanese-inspired treatment designed to address scalp and strand health. The experience starts with a detailed scalp analysis and ends with a post-treatment reading, giving immediate visual feedback on hair health - a blend of personalisation and product validation.

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Beyond the service itself, the space signals Happy Skin's ambition to match global retail design standards. Co-developed with Moss Manila, the store melds soft luxury cues - tufted velvet, daylight-calibrated lighting, and a sweeping LED wall - with highly social-media-conscious design.

"Every detail is crafted to rival global beauty destinations," the company stated. "The flagship is purpose-built for modern beauty lovers: an interactive scalp analysis station, a stunning makeup boudoir, and multiple photo-op corners ensure every visit is as visually rewarding as it is transformative."

The store also doubles down on experiential retail - a move consistent with trends seen across Asia-Pacific, where brick-and-mortar beauty is becoming more immersive, personalised, and sensorial. By blending wellness, diagnostics, and visual storytelling, Happy Skin is tapping into a generation that expects more than just transactions from their in-store visits.

So far, Happy Skin has 49 locations already under its belt. The brand's latest offering comes with a clear incentive: customers who spend 5,000 pesos (US$88.3) - including on the new haircare range - are entitled to a complimentary hair spa treatment.

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