Muji brings makeup to PHL as it opens 12th store

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MUJI’S Loose Powder Refill 18g, P350

SM AURA Exclusive MUJI Original My Bag

MUJI opened its 12^th store in the Philippines, and with it the arrival of Muji makeup in the country.

Takeshi Akiyoshi, president and general manager of Muji Philippines, talked about the makeup line, for now an exclusive at its SM Aura branch, its latest store. He said that he plans to bring it to other stores in the future, particularly in the Glorietta flagship.

The natural and healthy look is the theme for this collection. Color tone improvement in Muji base makeup and makeup items is a highlight. Items are designed to fit in Muji’s makeup storage, and the products contain natural moisturizing ingredients including jojoba seed oil, shea butter, apricot kernel oil, and chamomile flower extract.

Their lipsticks (P390) are glossy and pigments are light; these may be a hit with the younger crowd looking for a wet-lip look. Their loose powder (P350 for the refill to P850 for 18g) performs almost as well as one from a more expensive Japanese brand.

It’s this same relatively low price that gets praise from Mr. Akiyoshi. In a group interview, he pointed to the luxury brands on the mall’s ground floor. “Can you see the price? Very expensive.”

He brought it back to the brand’s philosophy, which once advocated itself as a non-branded “zen” alternative. “The value is good,” he said. “So reasonable, but good quality.”

As for why they’ve brought the makeup to the Philippines only now, he said, “You know the FDA (Food and Drug Administration)? It’s very difficult for our company.”

Other lines they hope to bring in include essential oils, fragrance, and more food items. “Our product is very safe and reasonable,” he said. Luckily, they’ll be able to bring Muji-branded chocolate later in the year.

On Muji’s popularity in the Philippines — enough for them to open 12 stores here — he said, “I feel good about the Philippine market. Many young people in the Philippines.” He compares it to the aging population in Japan, likening it to a pyramid: in Japan, the wider base is made up of older people. “Young people, I think, want to buy many things,” he said, talking about the popularity of their lines like garments, stationery, food, and home products.

He said that Muji plans to open more stores this year — another Quezon City location will be opening by August, and they plan to open more in the last quarter of the year. “We already decided on many stores.” — Joseph L. Garcia