Nichido Cosmetics

Nichido Cosmetics is a pioneering Filipino beauty brand established in 1982, headquartered in Caloocan, Metro Manila. As one of the Philippines' most recognizable drugstore names, the brand is celebrated for making high-quality makeup accessible and affordable for the local market. With a presence in over 350 retail locations, including SM Department Stores and Watsons, Nichido has become a staple for both beginners and professional artists seeking reliable basics. The brand is particularly renowned for its long-wearing eyeliners, mineral powders, and diverse range of shades tailored for Filipina skin tones. Reviewers consistently praise Nichido for its 'holy grail' status in the budget-friendly category, offering professional-grade results without the premium price tag.