Thursday, October 5, 2017


Today’s young woman is outspoken, confident, and knowledgeable. She strives to make a statement in everything she does – from social media updates to the clothes she wears, and the cosmetics she uses. With this in mind, Careline has shifted to a bolder and trendier brand image.

Combining quirky and “everyday wearable,” the new image aims to appeal to everyone. It is both simple and striking with its new boldface logo and colorful packaging. Upcoming products will match the new bold attitude. 

Some of these new products are Go! Mascara in two variants – The Go! Long Mascara to make lashes look long and wispy and the Go! Big Mascara, which has a special brush that packs on product to make lashes extra voluminous; Careline Best Brow Pencil, a retractable brow pencil and spoolie that brushes and tames the brows; and Careline Graph Ink Liner, which has a long flexible felt tip to make lining the eyes quicker.

“The youths are the main inspiration for Careline’s new brand direction. They are confident in who they are, what they want, and how they want to express themselves,” said Careline brand manager Creole David. 

“We offer products that are a little different from the usual drugstore make-up brands. They are Better than Basic,” explained David. “And they are very wearable!”

Another product to look forward to is the Careline Multi Sticks, a multipurpose make-up collection that comes in six pieces: Contour Stick, a universal contour that also doubles as an eyeshadow color; Brighten Stick, a yellow-toned brightening concealer that can be used as an eyeshadow primer; Strobe Stick, a metallic  highlighter for the d├ęcolletage and shoulders that also looks great as a metallic eyeshadow; Blur Stick, a pore-filling primer that works well alone or under foundation; and Rose and Peach Sticks, multi-use tints that do wonders for the eyes, cheeks and lips.
Careline has also upgraded its lipstick line. New collections available in the market include the Matte Liquid Lipstick that comes in rich hues like Upper Hand in deep burgundy, Craving in true brown and Dark Matter in a deep, almost black shade. For the adventurous, Careline offers the Melted Metallic Lipstick with a matte metallic finish. It comes in champagne gold Luster, metallic red Live Wire, and metallic purple Prince.
To spread its Better than Basic message, Careline launched the Girl Gang, led by teen star and endorser Andrea Brillantes. Joining her are Alyana Chapman, Azusa Masu, Megu Demetrio and Regine Lacanienta, the brand’s online model search discoveries. They embody the fun but empowering message Careline wants to share with its youthful market through a short digital film that can be viewed on and
With its shift in attitude and a bolder, trendier brand image, teens and make-up fanatics can definitely make a statement with Careline.  

To know more about the new Careline, visit, and follow their social media accounts:, PH Official, and      

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