Actress Julia Barretto has officially stepped into the beauty space with the launch of Bee Bee, her first collaboration with Viva Beauty. The new brand enters the market with a debut line of lip conditioners, designed to combine style, substance, and a touch of personality.
The four shades—Sweet Nectar, Beekeeper, Honey Drip, and Bee You—are built on innovative “BeeSpoke Tint” technology that adapts to each wearer’s natural lip color. Infused with shea butter and ceramides, the products aim to deliver hydration while staying light, effortless, and versatile.
A Brand with Personality
For Barretto, Bee Bee is more than just a business move; it’s a personal expression.
“Bee Bee is my love letter to every Filipina. It’s about owning your beauty and embracing who you are,” she shared at the brand’s press launch.
This authenticity is what Viva Beauty sought to highlight. “Bee Bee is about being true to yourself. So whether you’re soft, bold, real, or in between, it’s really vibing about who you are. Every beauty product should be effortlessly reliable and fun, just like what Julia is all about,” explained Sidney Rubio, Viva Beauty executive.
Hands-On Creativity and Sustainability
Unlike many celebrity beauty lines, Barretto played a direct role in developing the products. She credits her sisters for sparking her love of lip balms, which shaped the concept of Bee Bee. “It’s actually very simple. I just love anything that’s nourishing for the lips. A lot of credit to my siblings, my sisters, because they really love lip balms. I became knowledgeable of them because of them,” she noted.
The brand also reflects Barretto’s values beyond beauty. With recyclable packaging and a focus on natural ingredients, Bee Bee takes steps toward sustainability, an important factor for the actress, who is known for her love of nature and the outdoors.
Authenticity Meets Accessibility
Positioned as affordable and accessible, the lip conditioners are designed for all ages and skin tones. As Barretto explained, “The lip conditioners that we have adjust to your natural pH. When I use it, it’s going to look different on my lips as opposed to other people’s lips. It can suit all skin tones. Very affordable, accessible, and really for everybody, even younger kids.”
For Julia, Bee Bee represents a philosophy of “less, but better”—a belief in beauty that feels natural, uncomplicated, and empowering. With its debut collection now available on TikTok Shop, the brand is carving a space where self-expression meets everyday ease.
