4U2 was created in the late 1990’s by Keith McCulloch, who at the time was working in Los Angeles. His two daughters, after living in Hong Kong and Japan, became even more fascinated with the reality of the Southern Californian lifestyle. But they were surprised that there were no affordable cosmetics brands that reflected this quality lifestyle for teens and twentysomethings. Bel*Air Cosmetics USA and 4U2 resulted from their young and active imagination! 

4U2 finally became a reality in Thailand in 2002 via an exclusive arrangement with Watsons* and has grown rapidly. It is now available in Watsons broad national store network as well as in all major Department Store chains. It has achieved strong acceptance among target consumers based on its imagery, quality, value, innovation, new products and promotions and sense of fun.

4U2 was launched in the Philippines in September 2007 in an exclusive partnership with Watsons* and has experienced fast growth. It is now available in major SM** Department Stores and Malls in nationwide and is increasing its store universe as Watsons and SM continue to expand their national network.

4U2 launched DreamGirl by 4U2 in 2008 to cater to the developing demand from younger teenagers for color cosmetics at affordable prices but with international quality standards. In 2009, the fashion range GLITZ was introduced and has established itself as a Party Animal for those with a touch of the outrageous! In mid 2010, the ENVY range was expanded and has quickly established a loyal following among the older twenty somethings who still want to dare.

4U2 entered the Malaysian market in 2010 under an exclusive arrangement with Watsons* and is starting an expansion program in early 2011 in this high potential market.

4U2’s official launch in Myanmar in April 2011 under an exclusive arrangement with a well established local partner.

4U2 was introduced into the Pakistan market in 2007 under an exclusive agreement which has enabled the brand to become well established in all urban markets..

4U2 is also available in several markets in South Asia and the Middle East, with strong target consumer acceptance in these diverse markets.

*Watsons is the Health and Beauty arm of the Hong Kong based global giant, Hutchison Group, and is the largest health & beauty retailer in the world.

**SM or ShoeMart, is the leading retail chain in the Philippines and South East Asia, operating as SM Prime Holdings, Inc. The SM Group also includes ownership of one of the largest retail banks in the Philippines, as well as substantial property assets.