Vice Ganda mounts extravagant launch of his cosmetic brand promising "ganda for all"

IMAGE Nikko Tuazon

Vice Ganda will hold a concert-cum-beauty-rally extravanganza this October 22, at the Araneta Coliseum, to officially launch his makeup line VICE Cosmetics.


It's Showtime host Vice Ganda is living up to his name.

His very eponymous makeup line, VICE Cosmetics, launched its line of lipsticks last September 28.

A total of 16 shades—eight bullet lippies and another eight liquid lipsticks—are now available online and at the Vice Cosmetics brick-and-mortar store in TriNoma, Quezon City. 

For this project, the Kapamilya host teamed up with LA-based Filipino entrepreneur Macky Samaco, who also founded two US-based cosmetic lines: Tattoo Junkie and Lique.


PEP.ph (Philippine Entertainment Portal) and other Summit Media titles caught up with Vice Ganda at a private launch, where he talked about his new business venture and personal brand.

The event was held at the members-only Manila House Private Club at Bonifacio Global City, Taguig City, last Monday, October 2. 

The 41-year-old host-actor expressed how excited he is now that the project has materialized.

Vice Ganda told the press, "Para ko siyang ipinagbuntis ng nine months, swear!

"'Tapos nung nag-online launch ako the other day, para talaga akong nagde-deliver nang hindi ko alam kung normal or cesarean.

"Yung ganun, na naginginig ako, tapos nase-stress talaga na para akong nag-anak talaga."


When asked what inspired him to come up with his own makeup line, Vice Ganda answered, "Ang hirap kasing mag-endorse, lalo na kung yung ibang produkto na gustung-gusto mo pero... katulad ng lipstick.

“Yung lipstick kasi masyado siyang associated sa akin, kasi I'm a very flamboyant person. Every day, you see me wearing lipstick.

"Naisip ko, it will be very hard for me to endorse a lipstick brand na hindi ko naman masyado gusto or yung lipstick brand na hindi naman ako, pero I have to adopt the brand, I have to make the brand myself.

"Mahirap yun, kaya sabi ko, 'No, I don't want this brand. I want this brand to be me, to be mine, to be my name. I want this brand to be Vice Ganda.'

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“So I went to put up my own line, I want to put up my own company," he narrated.

THE VICE EXTRAVAGANZA. Vice Ganda's lipstick line has been very well received, so far.

His makeup line's official website actually crashed a few minutes after going live!

At press time, 12 out of 16 shades are already sold out.

Entrepreneur.com.ph reported that Vice Ganda has already sold over 10,000 units. 

The initial success of his makeup line has even been compared to the success of American celebrity Kylie Jenner's own lip kits.

Vice Ganda, however, dismisses the comparison with the highly successful 19-year-old Hollywood reality show star.

He quips, "I don't think so 'cause I'm not pregnant at the moment. I'm beyond nineteen years old. I'm not as rich as her family."

On a serious note, he explains, "Vice Ganda can never be Kylie because Vice Ganda is different, just like VICE Cosmetics. It's different, it's unique."

The Kapamilya star goes on to talk about how his lipstick brand is very reflective of his personality.

Says he: "Vice Ganda is larger than life. He's flamboyant. He's different. He's eksaherada! O.A. siya.

"Vice Ganda is not ordinary. He's not the typical. He's unkabogable. He's phenomenal. That's the title given to me, the Unkabogable Phenomenal Star.

"So [the launch] has to be unkabogable. It can't be or it can't look like a launch of another product. And since this is Vice Ganda, it has to have a phenomenal launch and its success must be phenomenal."


THE VICE EXPERIENCE. Aside from the private launch, Vice Ganda and his team are also planning a public launch through a concert happening this October 22, at the Araneta Coliseum.

The press inquires what inspired him to have such a huge launch for his cosmetic line.

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"Vice Ganda is an experience, it's a fun experience," he replies.

"Gusto ko pupunta sila dun kasi may experience, may Vice Ganda experience. And how can I possibly do that? I will put up a concert."

He adds, "Gusto ko malaki, gusto ko maraming tao. Ayoko makita lang ng ilang tao, gusto ko maraming makakita. Kasi gusto ko maraming maka-experience sa nae-experience ko e.

"Gusto ko inclusive for everyone. Kung inclusive, ba't maliit yung venue? Kung 'Ganda for All,' paano ka makaka-accommodate ng 'all' sa isang venueng maliit? Kailangan ko na malaking venue to accommodate everyone kasi 'Ganda for All.'"

Vice Ganda goes on, "Ambisyosa ako e, sobra akong ambisyosa. Gusto ko yung first 'to, gusto ko ako yung record ko ‘yan. Kasi kung hindi lang rin, parang ang boring nung vision ko. Ang boring ng target ko."

What can his fans expect from the launch? 

Vice Ganda narrates "It's a musical event, maraming magpe-perform na artist. Para siyang concert-slash-Victoria Secret-ish. It's a fun experience, wala pang gumagawa nun, so si Vice Ganda."

#GANDAFORALL. Vice Ganda was involved with the creative process of his makeup brand.

The comedian says he gave all of himself for this business project, with a #GandaForAll beauty campaign that taps diversity and inclusivity.

As he explains, "'Yung mga kulay niya, yung pangalan niya, yung market na gagamit nun, ako yun, e. Ako talaga yun. Yung nararamdaman nung tao na gagamit ng lipstick na yun, naramdaman ko yun.

"At yung mararamdaman mo kapag ginamit mo yung lipstick na yun, yun yung gusto kong iparamdam sa 'yo. It's personal."

Former i teen housemates Maymay Entrata and Kisses Delavin are part of his #GandaForAll Squad.

"Dalawang magkaibang babae na galing sa dalawang magkaibang buhay, malayong itsura, malayo ang kulay, malayo ang uri ng pamilya, yung socio-economic status magkalayo, pero parehong maganda, parehong may dreams."

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The Gandang Gabi Vice host also says, "Ang dami ko raw napapangiti, so now I don't just want to put a smile on your face. I want your smile to be more vibrant, to be brilliant, to be more colorful. I'll put color on your smiles."


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