Bretman comes home: blk Cosmetics' summer drop celebrates Filipino beauty

In the sun-drenched shores of El Nido, Palawan, blk Cosmetics didn't just shoot a summer campaign—it made a statement. For its biggest release of the year, the local beauty brand partnered with Filipino-American icon Bretman Rock, in a move that's as much about identity as it is about aesthetics.

Bretman, a global personality born in Cagayan and raised in Hawaii, has long championed unapologetic self-expression. This collaboration with blk, titled "Out of Office: Postcards from Paradise," marks his first with a Filipino beauty brand. The pairing reflects a convergence of values—authenticity, heritage, and a modern vision of what Filipino beauty can be.

"Bretman is very intentional about who he partners with—he only says yes to brands and products he truly believes in," said blk Cosmetics CEO Jacqe Yuengtian-Gutierrez in a statement to MARKETING-INTERACTIVE. "That's why we're beyond honoured to be the first Filipino beauty brand he's chosen to collaborate with."

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This year's Fresh Collection aims to be a visual and cultural reset—one that positions blk at the forefront of what could be called F-beauty. It's "a powerful moment for Filipino beauty, global influence, and the joy of choosing local—loudly, proudly, gorgeously," added Gutierrez.

Bretman's return to the Philippines wasn't just for the camera; he wanted to slow down and reconnect with his roots, blk said. However, in a candid moment shared on his show Da Baddest Radio, he recalled telling a ground crew member at the airport that he was headed home to meet actress Anne Curtis—only to be met with, "Oh, with blk?" The crew member happened to be wearing blk lipstick and blush. Then came a second encounter, with a flight attendant wearing the same brand.

"I was like—oh my gosh, period, this is a sign," he said. "I just couldn't wait to get home."

By working with a figure like Bretman—whose reach spans fashion, beauty, and Gen Z culture—blk is signalling an intent to go beyond borders while doubling down on its roots. 

The visual identity of the campaign was crafted by an all-Filipino team, from photography by BJ Pascual to makeup by Anthea Bueno and hair by Jay Aquino. Videography was led by Lit Lab Studios under Patrick Martin. The visuals celebrate slow moments and sun-warmed skin, channelled through a product lineup that reflects the brand's ethos: smart, skin-first formulations designed for the tropical climate.

The collection introduces a range of products. Among the standouts is the Glossy Serum Stick, which delivers a blend of colour, care, and shine. Bretman's personal favourite? The shade Shell. Also in the lineup is the Cooling Primer Stick, a solid gel that preps and refreshes the skin with a lightweight, hydrating finish. For that golden-hour radiance, the Radiant Glow Bronzer offers a sun-kissed warmth—Bretman's go-to is Island Glow.

The Creamy All Over Paint returns in new, limited-edition shades, made for eyes, lips, and cheeks. Bretman swears by Pink Cloud, calling it "every morena girl's best friend." Rounding out the collection is the Invisible Sunscreen Primer, a clear SPF 50 PA+++ formula that smooths and protects in one step.

"For Bretman, every collaboration needs to tell a story," said Gutierrez. "He's very intentional about who he aligns with—and it has to make sense."

Each year, blk's Fresh Collection offers a summer escape through limited-edition shades and skin-loving essentials tailored for the Filipino climate.

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