Sunnies Face may have just launched in the United States, but for many beauty obsessives the Filipino makeup and skin-care brand needs no introduction. Case in point: When I told my coworkers over Slack that we would be testing the brand's signature Fluffmatte lipstick, I was met with an enthusiastic “OMG," along with praise like “obsessed” and “love.”
The power of Sunnies Face is no secret. The brand first launched in the Philippines in 2018 and quickly became a phenomenon after the debut of Fluffmatte, which tested 350 colors and 22 formulas before landing on 15 highly pigmented and universally flattering shades. According to the brand, Fluffmatte's first launch sold out months’ worth of inventory in the first few weeks, with one tube of Fluffmatte lipstick selling every 30 seconds in the Philippines.
It didn't take long for Sunnies Face to generate worldwide buzz. As a Filipino American beauty editor, I'd heard about the velvety magic of the Fluffmatte lipstick for years. Fans on social media praise its hydrating matte formula for the smooth mousselike texture that delivers high color payoff with no drying cracks or creases. Many of my Fil-Am beauty friends were lucky enough to score a tube while on a trip to the Philippines—or in Glamour commerce manager editor Shanna Shipin's case, get a tita (a term of endearment used for an auntlike figure in your life) to buy one for you and ship it to your address.
It's very rare to find makeup catered toward Southeast Asian skin tones, sometimes even within Southeast Asian communities themselves. Sunnies Face cofounder Georgia Wilson knows this better than anyone and set out to create a line that fills this significant gap. “Living in the Philippines, we saw the need for a beauty brand that was inclusive of Southeast Asian skin tones,” she tells Glamour. “The Philippines has such a strong cultural love for beauty, but there were so few options of beauty products that were designed with our different skin tones in mind. We also wanted to address the gap we saw in the market of brands for professional makeup artists versus the casual makeup consumer, creating something that could work for all levels of beauty lover.”
Needless to say, the brand's U.S. launch has been a long time coming. Wilson credits support from the Fil-Am community, along with celebrity makeup artists who have used Fluffmatte on clients like Alexa Demie, Chloë Grace Moretz, and Kate Bosworth, for making this major market expansion possible.
“For years, we’ve had U.S. customers finding creative ways to get our products in the States, asking their friends and family to bring it back from their travels, so it’s really special to finally be available here and meet that demand,” Wilson says. “We're so thrilled to see the support too, not just from the Filipino community, but from the many celebrities, makeup artists, and influential names who have been fans of the brand and continue to show their love for what we are doing.”
To celebrate Sunnies Face's U.S. launch, our editors put Fluffmatte to the test to see whether the hype is real. (Spoiler alert: It is.)
“Fluffmate is the only the matte lipstick you need in your life. The texture is really where this product shines—it's so smooth and hydrating, unlike any other formula I've tried. I'm wearing Girl Crush, which on my skin looks like a red with orangey undertones. When I picked out the shade online, I thought the color payoff would be more vibrant, but it's actually really subtle and nice for daytime wear—and the ease of application makes it totally unintimidating for touch-ups.”
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“It's always tricky for me to find a good red lipstick. Blue-based reds tend to wash me out, while orange-based reds can be a little too vibrant. Hot Sauce is the perfect middle ground—which makes sense, since the shade was pretty much engineered for my skin tone. It's vibrant and bright but not overpowering, and has the best texture of any matte lipstick I've ever worn. Mattes are usually my finish of choice, and most will completely dry my lips out by end of day, but Fluffmatte's mousselike texture keeps my skin hydrated and flake-free. It's not completely smudge-proof—to be fair, I ate a sandwich for lunch—but that's a small price to pay for the incredible color payoff.”
“Let me preface this by saying: I’ve been so enamored with Sunnies Face since it launched in 2018 that I’ve had my cousins ship me products directly from the Philippines just to try them out. It’s been 100% worth it because, let me tell you, these lipsticks do not disappoint. Equal parts creamy and lightweight, Fluffmatte somehow wears matte but doesn’t dry your lips out. If you’re Filipinx, you know the shades are especially great for ‘morenas,’ a.k.a. tanned brunettes, since they’re formulated with all kinds of undertones in mind. I love the color Bday—it’s a taupey nude that wears so well for everyday, but it also blends beautifully with other shades in the Nude-ish line. Fluffmatte is not the longest-wear lipstick, but it glides on like a balm, so I absolutely don’t mind reapplying. The only downside? The brand can’t keep them in stock! More, please and thank you.”
“I have been dying to try the Sunnies Face lipsticks for years, and I'm happy to say they do not disappoint. Despite the fact that I've sworn off matte lipsticks, I was willing to set that aside considering Fluffmatte's reputation. The name is perfect—the lipsticks are certainly matte but glide on with a buttery texture that actually feels hydrating and creamy. They have a velvety, blurring finish that makes my lips look full and pouty, and the shade On Repeat is my perfect ’90s-model nude. Obsessed.”
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“When it comes to lipstick shades, I usually steer clear of warm tones due to personal preference, but 2022 is all about stepping outside of your comfort zone, so I went for this medium brown shade. Surprisingly, I’m obsessed. I first applied on my bare face and wasn’t the biggest fan, but after getting dolled up and reaching for it while getting ready for a night out, I loved how it complemented the rest of my makeup. It’s a little bit more warm than one of my favorite shades (MAC’s Teddy), but now that the summer is here and I’ll be spending all day outside, I’m down for the cause.”
Ariana Yaptangco is the senior beauty editor at Glamour. Follow her on Instagram @arianayap.
