Sarah Geronimo is the latest celebrity to venture into the business of beauty.
The 30-year-old singer-actress launched her own cosmetics line called POP Studio, in collaboration with iFace Inc., the makers of Nadine Lustre's make-up collection with BYS Cosmetics, on Friday, May 31, with a mini-concert at the New Frontier Theater in Quezon City.
During the launch, Sarah talked about the concept behind her cosmetics business.
She narrated, "This is specially dedicated to all the women out there, kahit yung mga women at heart, who have busy lives and who are always on the go.
"Siyempre, we always want to look our best whenever we go out, sa trabaho, when go to our work, or even when we spend time with our friends, our loved ones, our family, pang-special occasions.
"Dapat maganda tao at guwapo palagi. Pati guwapo, di ba?"
Sarah revealed the factors that she and "industry experts" took into consideration while producing the make-up products.
She added, "We make sure na we poduce cosmetics na everyone can relate to, relatable kumbaga.
"Products that are easy to use, with good quality, and, of course, ang the best sa lahat, affordable po."
The singer's make-up line comprises 33 products ranging from primers and various shades of lipsticks to eye shadow pallettes.
Prices start at PHP249, while makeup sets can go from PHP649 to PHP1,999.
The theme was inspired by music, hence the powder was called Duets Mattifying and Coverage Power, the mascara was Falsetto Lengthening and Volumizing Mascara, the matte lipstick and lip balm were labeled Hits.
Its packaging took after the CD player, and its visual cues used musical notes.
The Viva talent said she was very hands-on in the development of POP Studio.
Sarah said, "Aside from its design na yun nga mga music notes, it represents who I am as an artist and also si Sarah lang na yung hindi lang artista or concert performer.
"We made sure na yung products namin have dual purpose, kumbaga, multi-uses siya.
"Puwedeng pang day time, yung natural look, meron namang glam look."
Sarah expressed her gratitude to everyone—including Viva's big boss Vic del Rosario—who supported her in this project.
"Boss Vic was very supportive nung naisip namin ng maglabas ng aking very own make-up line.
"And I worked with industry experts para tulungan po ako to produce and develop the products."
Asked about her favorite products from her pioneer make-up collection, Sarah listed the basics.
She said, "Siyempre, whenever I go out, kailangan I always look presentable, di ba?
"So I always go for the natural look. Importante yung eyebrow pencil, gustung-gusto ko yung eyebrow pencil nila.
"And then yung eyeliner, at yung pang-contour, siyempre po, very important ang pang-contour.
"At yung gustung-gusto ko, yung 'Hits 05' na lipstick nila, ng Pop Studio."
Sarah has tried out different make-up looks throughout her 17-year career but on a daily basis, she prefers something simple.
"Simple lang ho kasi ako, e, so pag wala po akong trabaho, eyebrows lang...
"Siyempre pag meron akong concerts, may mga endorsemenrs, commercials... dapat glammed up look naman."
The ASAP performer hopes her beauty project will be successful and plans to release more products soon.
"I'm very happy and excited and hopeful na magustuhan niyo po yung mga produkto namin.
"This is just the beginning, marami pa po kaming make-up products na magugustuhan po ninyo at masusunod sa inyong panlasa."