Beauty Matters

Looking good and feeling great are valid aspirations. The modern woman should have the sole agency to present herself the way she wants. No one should feel bad for aspiring beauty.

That’s the basic concept for Amorfia, a rebrand of the popular beauty blog and e-commerce store, Beauty Beat Manila.

The vision for “Beauty Matters” is borne out of the epiphany that beauty isn’t just a symptom of vanity. It’s a state of mind. It’s power within, one that compels women to be better and go for even greater.

The website is live on

Beauty Matters — Amorfia
The Amorfia website.

Agency: Arsenal
Brand: Amorfia (fka Beauty Beat)
Role: Copy
Year: 2020