As beauty embraces individuality over perfection, BYS Cosmetics marks Pride Month with the return of its cult-favorite colored mascaras.

Pride Month has become an increasingly crowded space for brands. Every June, rainbow-colored campaigns flood timelines, limited-edition collections arrive in stores, and declarations of allyship abound. So in an era where consumers are more discerning than ever, visibility alone is no longer enough.
For BYS Cosmetics, supporting the LGBTQIA+ community is far from a seasonal exercise. Long before rainbow packaging became a marketing shorthand, the beauty brand had already built lasting relationships with queer creatives, drag artists, pageant personalities, and everyday makeup enthusiasts who have championed its products for years. This enduring connection has shaped the brand's identity, making Pride Month long been part of its story. That commitment has also been recognized through industry acclaim, including being named Watsons' Cosmetics Brand of the Year in the Eye Category — a testament to the brand's continued innovation in eye makeup. BYS has also consistently highlighted queer voices and celebrated self-expression through Pride-related activations in the Philippines, reinforcing its reputation as an ally beyond the month of June. Perhaps that's exactly why now feels like the perfect moment for color to make its return.

After seasons dominated by barely-there makeup, beauty is once again leaning into playfulness. A swipe of unexpected color can transform an entire look, and nowhere is that impact more immediate than on the eyes. Often described as the windows to the soul, they communicate even before a single word is spoken. Sometimes, all it takes is a flash of burgundy, forest green, or rich brown across the lashes to say exactly who you are.
Leaning into that spirit, BYS is bringing back its beloved High Altitude Mascara in three expressive shades: Burgundy, Brown, and Deep Green. The waterproof formula remains unchanged, delivering impressive volume, length, and all-day wear without clumping, but its renewed color story invites wearers to experiment beyond traditional black.&nbsp;

The collection is inspired by those who are unapologetically themselves. That philosophy feels especially resonant during Pride, when beauty becomes more than aesthetics and instead serves as a celebration of identity.
In the end, perhaps the boldest beauty statement isn't about wearing more makeup — it's about wearing makeup that feels like you. Whether it's a subtle wash of green on your lashes, a deep burgundy flicker, or simply the confidence to try something unexpected, BYS reminds us that experimentation is part of self-discovery.

Colored Mascara Is Back and a Sign of Pride Thanks to BYS

L'OFFICIEL HOMMES PHILIPPINES JUNE 2026 - James Reid ₱600

L'OFFICIEL PHILIPPINES JUNE/JULY 2026 - Atasha Muhlach ₱600

L'OFFICIEL PHILIPPINES MAY 2026 - Kylie Verzosa ₱600

Colored Mascara Is Back and a Sign of Pride Thanks to BYS

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