Two celebrity beauty CEOs define women power

Beautederm must be the best-known beauty product line in the country these days. The company’s products may also be the highest-selling. According to the company’s founder and CEO Rhea Anicoche-Tan, some 80 showbiz idols have been endorsers of specific company products at one time or another in the past 10 years (the company began operating 13 years ago).

Long before biglang-sikat vloggers came to be branded as “influencers,” showbiz celebrities were the ones who mattered most in terms of merchandizing and marketing.

Those 80 showbiz names who have hawked Beautederm products include Christopher de Leon, Gabby Concepcion, Lorna Tolentino, Piolo Pascual, Bea Alonzo, Marian Rivera, Dingdong Dantes, Andrea Brillantes, Tonton Gutierrez and wife Glydel Mercado, Carlo Aquino, Jestoni Alarcon, Jessa Zaragoza, Alma Concepcion, Luke Mejares, Sylvia Sanchez and Korina Sanchez.

Social media influencer Zeinab Harake and actor Beauty Gonzales were launched as product endorsers in September last year. They were followed by actor Sam Milby the following month. (Gonzales was also signed up about three years ago as endorser of an independently-run skin clinic in Angeles City known as BeauteHaus, also owned by Beautederm.)

Photographs courtesy of Beautederm
RHEA Anicoche-Tan of Beautederm.

On 7 March, Anicoche-Tan presented at Luxent Hotel in Timog, Quezon City five Sparkle stars of GMA 7 as Beautederm’s latest endorsers: EA Guzman, Ysabel Ortega, Thia Tomalla, Patricia Tumulak and Buboy Villar. They joined five other Sparkle artists who renewed their contract with Beautederm, namely Rayver Cruz, Cassy Legaspi, Sanya Lopez, Ruru Madrid, and Bianca Umali (who wasn’t at the event).

All the Sparkle stars are endorsing the Blanc Set, a skincare regimen that reportedly delivers visible results in as early as one week.

The company, officially known as Beautederm Corporation, is a manifestation of women power. Its products are sold nationwide through dealers, franchise holders, and resellers, majority of whom seem to be women. It has about a hundred stores in the country and one in Singapore where
Anicoche-Tan worked for some years as a marketing executive.

In January this year, Beautederm inaugurated its seven-story building in Angeles City which houses not just the company’s corporate offices but also a skin clinic that is now reputed to be the biggest in the country in terms of space. It also houses a coffee shop, Beauté Beanery, and a by-appointment only boutique where the well-heeled can buy luxury brands such as Hermes and Louis Vuitton. The boutique is called A-List Avenue.

Bianca Umali

Anicoche-Tan has confided to media people that she bought the lot where the building stands in 2018 from her personal savings. Though the company has “corporation” on its name, it seems to be owned mainly by her and her husband, whose family are the ones from Angeles City.

Beautederm is prominently based in Angeles City in Pampanga. The company has stores and branch offices at Marquee Mall, SM City Clark, SM Pampanga, One North Mall Dau, and New Point Angeles City.

The store at Clark Cityfront Mall in Angeles City was inaugurated only last month with Piolo Pascual as guest.

Anicoche-Tan is an Ilocana who studied Communication Arts in St. Louis University in Baguio City. She was marketing director of an appliance store in Baguio for 12 years, though her first job was that of a radio disc jockey.

Cassy Legaspi

Anicoche-Tan was already married and a mother of several children when she began Beautederm in 2009 with P3,500. The company’s first paid endorser was Sylvia Sanchez.

At the recent media huddle at Luxent hotel, she announced that the company now has several scholars as part of its corporate social responsibility efforts. Some of the scholars were presented through videoclips.

‘Miss Glenda’

There’s another woman who is a founder-CEO of a skin health company: Glenda de la Cruz-Victorio of Brilliant Skin Essentials Inc.

Born on 14 February 1997, she is only 26 years old, and wants to be known by her maiden name again after separating from her husband. She also goes by the name “Miss Glenda” or “Lady Boss.”


The father of her children, however, is still very much part of the company as he heads the company’s manufacturing plant in Bulacan. De la Cruz, on the other hand, oversees the company plant in Morong, Rizal, where she was born and raised. She recently bought a park in the town which she plans to convert into a botanical park.

As of 2020, her company has 46 authorized franchises and 705 authorized distributors around the world.

De la Cruz met with the media early last month for a gratitude concert she put up to celebrate her 26th birthday. The concert was held on 7 February at the Araneta Coliseum.

She billed the concert “Pinakamakinang” (most brilliant) and had Alden Richards as special guest during her special numbers. De la Cruz, who sings and dances, admitted Richards has always been her showbiz crush.

Sanya Lopez

The concert was free to the public though priority tickets were given to franchisees, dealers, resellers, and Brilliant buyers.

Among the performers were Andrea Brillantes and Zeinab Harake, who are also Brilliant endorsers on top of being Beautederm faces.

De la Cruz’s explanation is that what Brillantes and Harake endorse for Brillant Skin is not similar to what they plug for Beautederm, so it was okay for her that they promote other brands.

Jona, Morissette, Adie, the bands Mayonnaise, Kamikazee and Drag Queens and Bamboo also performed at the concert.

Photograph courtesy of IG/GLENDA VICTORIO
GLENDA Victorio of Brilliant Skin.

Brilliant Skin ambassadors Seth Fedelin and Jillian Ward graced the show as well, while Miss Universe Philippines 2020 Rabiya Mateo, the comedic duo of MC and Lassy, and Sam YG hosted the concert.

De la Cruz founded the company in November 2015 when she was just 19 years old, but already a young mother then.

Women power is super alive in such profitable businesses that employ thousands of men, women, and everybody in between.

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