Our Story
Crafted for Bold, Beautiful Filipinas
Born from a love of K-beauty and a passion for making it accessible to every Filipina.
Born from a love of K-beauty and a passion for making it accessible to every Filipina.
Chu Chü Beauty was founded in 2021 with a single idea: what if K-beauty quality wasn't a luxury? Creative Director Joel Andrade saw the gap — young Filipinas who loved the glowy, playful aesthetic of Korean makeup but couldn't afford the price tags that came with it.
So we created it ourselves. Formulas inspired by the best of K-beauty, but made specifically for the Filipino skin tone, the tropical climate, and the bida-bida energy of our generation.
Today, we're a brand built by and for the community — cruelty-free, paraben-free, and unapologetically fun.
Our formulas draw from the innovation and philosophy of Korean beauty — lightweight textures, luminous finishes, and skin-first ingredients that feel as good as they look.
We are 100% cruelty-free and paraben-free. Our products are never tested on animals, and we're committed to keeping every formula safe, ethical, and conscious.
Every shade, every formula, and every product is designed with the Filipino skin tone and tropical climate in mind — so your look stays fresh from morning to midnight.
Chu Chü Beauty is born — a K-beauty inspired Filipino makeup brand founded by Creative Director Joel Andrade with the mission of making quality affordable.
The Juicy Dew Tint launches on Shopee and quickly becomes the community's first holy grail — our first taste of going viral in the Filipino beauty space.
We expand to Lazada and TikTok Shop, reaching a wider audience across the Philippines. Our TikTok community hits 100K fans.
Chu Chü Beauty lands its first physical retail spot at Watsons SM CDO Uptown. Our TikTok family grows to 280K+ and Instagram reaches 56K+ followers.
We launch our boldest lineup yet — including the Color Quartet Eyeshadow Palette, the Mood Adapt Lip Balm, and the Icy Plumper Heart Lip Glaze.
Explore our full lineup of K-beauty inspired products made for every mood, every skin tone, and every budget.