SHOPPING FOR FOUNDATION OR facial wash in today’s beauty counters is more complicated than ever. Dozens of skincare and makeup brands stacked together can be problematic to sift through, though one may know his or her skin type well.

Which noncomedogenic foundation should one buy? And which oil-free facial wash is the most effective? Where should one look for beauty products in the first place? The answer to these questions is the proper “editing and curating” of products like what Adora has done at its beauty section.

Located at the second floor and only a few steps away from the main entrance of the department store, the beauty department is just a fraction of the store’s total floor area. But each brand and item has been carefully considered before it is offered at the store. It’s almost like shopping from editor-selected offerings.

Instead of presenting its customers with rows and rows of various makeup brands, for instance, Adora only carries one line: Becca.“We only have one line because we believe it’s all that our customers need,” store operations manager Erica Ilacad said. “We carefully choose the brands and products we carry, and when we do choose, it’s because we strongly believe in them.”

Extensive collection

Becca boasts the most extensive collection of foundations among makeup brands—34 shades—all available at Adora. This commitment to giving Becca’s customers the hard-to-find and very elusive “perfect shade” of foundation was one of the factors that moved Adora to bring in the brand.

“In the Philippines, one out of nine Filipinas are wearing the wrong shade of foundation,” Eman Pineda, president of Adora, stated. Also, most Filipinas go for the au naturel look, which fits Becca well. The makeup brand founded by makeup artist Rebecca Morrice Williams believes in enhancing and bringing out natural beauty rather than “putting it on.”

Meanwhile, Adora’s skincare and body-care line, Malin and Goetz, all packaged in simple white bottles with instructions and ingredient lists printed on the front, and color-coded according to body part usage, is a straightforward brand that aims to simplify taking care of one’s face and body.

Almost appearing like a misplaced brand amid Adora’s chandeliers and rich interiors, Malin and Goetz is actually a perfect fit for the department store’s commitment to carry only what one needs, without much fluff and fuss.

“We believe the Adora shopper is very intelligent and well-versed,” Ilacad said. “And that is why we push to offer prime customer service, because they know what they want, but we are always ready for any assistance,” Pineda added.

Exclusivity is important to Adora, which is why the beauty brands it carries are not available elsewhere in the Philippines. As Pineda put it, “The brands we carry are not necessarily because of the name, but because they are the brands we can trust, with a rich brand history.”

A fragrance offering, Floris, is a perfume line that has been used by England’s royalty all these years. Though it has been in existence for over a century, the fragrance house still maintains a tiny two-floor office (only as big as a quaint café) run by the original Floris descendants.

Pleasurable ritual

One of Pineda’s personal favorites is the eShave After Shave Cream. “You cannot buy from Adora’s beauty department without leaving with this, because it will make shaving a pleasurable ritual.”

The cream coats the skin and protects it from direct exposure to the blade, but still allows for a smooth, close shave. It comes in Almond, Cucumber and White Tea variants.

Unlike its beauty section, the scent area has more one-of-a-kind fragrance lines and products to allow shoppers to find, or even create, their signature scent—from the eccentric anti-perfume line of Commes de Garcons to the traditional Floris, the stylish Etro line, the unique Histoires de Parfums and the distinctive The Different Company.

“The beauty of it is none of these fragrances and lines compete with each other,” Pineda said. “We want you to explore on your own.”

Positioned around the makeup and skincare shelves, the free-flowing design of Adora allows shoppers to experience the scents for themselves—touching the bottles, smelling the fragrances via their unique presentations (Histoires de Parfums uses flasks to showcase its fragrances and their inspirations, while The Different Company uses wine glasses to exhibit its top and middle notes), and disregarding any his and hers divisions.

“We always advise shoppers to let the fragrance stay so they can see how it reacts with acidity. Try it and then leave us. Walk around. Go home. We’re not afraid. We’ll know you’ll come back,” said Pineda.