Rosenda Casaje builds a beauty brand for the world

Rosenda Casaje is a familiar face at international fashion weeks, where she explores the latest trends and meets influential figures in the luxury industry. The former beauty queen, who won Mrs. Global Universe in 2020, has traveled to fashion capitals such as New York, Milan, and Dubai. At 36, she is also expanding Gorgeous Glow PH, her beauty and wellness company, with ambitions to enter the global market.

Beauty first

“When I started, I focused on products for Filipinos who wanted lighter skin,” Casaje explained during a recent intimate media roundtable. “But Gorgeous Glow has since evolved, and we are now developing our own products for wellness, health, and longevity.”

Launched in 2018, Gorgeous Glow PH initially catered to local preferences for lighter skin. Her exposure to international fashion weeks broadened Casaje’s perspective on beauty and consumer needs. While some women want a lighter complexion, others prefer to maintain their natural skin tone while achieving smoother, firmer, and plumper skin. The company has since expanded its product line to place greater emphasis on overall wellness.

Born to sell

As president and chief executive officer, Casaje takes a hands-on approach to running the e-commerce company. Her entrepreneurial drive dates back to childhood. Of her five siblings, she says she was the only one who inherited their parents’ passion for business.

Although she earned a nursing degree, Casaje continued pursuing her interest in selling, offering products to classmates as early as elementary school and throughout college. She later ran a general merchandise store before venturing into the beauty industry.

Gorgeous Glow began as a physical spa and clinic. When the COVID-19 pandemic forced it to close, Casaje shifted the business to e-commerce, allowing her to continue selling products online.

Health within

The transition prompted Casaje to rethink the brand’s direction and put greater emphasis on wellness.

“Our main focus now is health. We want beauty to come with wellness from within,” she emphasized.

Gorgeous Glow now offers products that go beyond basic skin care. The company targets the midrange market, with prices reflecting the quality of ingredients developed with the help of experts. Casaje’s nursing education also informs her approach to product development.

“My nursing education is an advantage because I know how the human body works,” she added.

Beyond the runway

Fashion weeks give Casaje opportunities to meet entrepreneurs and learn from people who have built successful businesses in competitive industries. Through these events, she has met luxury brand owners, billionaires, and other influential figures, sometimes sharing meals with them and discussing business strategies.

“I realized they are people just like us. Even owners of brands like Schiaparelli and billionaires discuss business strategies with me as naturally as anyone else,” Casaje recalled.

These encounters give her new perspectives on business and opportunities to exchange ideas with people from different industries.

Act quickly

Casaje sums up her business philosophy in a simple motto: “Do it right away.” She prefers to act on ideas immediately rather than let them sit.

“When I have an idea, I act on it immediately. Once something comes to mind, I want to get it done as soon as possible,” she explained.

Not every part of running a business moves at her preferred pace. Securing Food and Drug Administration (FDA) approval for regulated products remains a challenge because the process can affect launch schedules.

“The waiting takes a long time. Getting FDA approval in the Philippines can take at least six months, which makes it difficult to plan product launches,” she noted.

Going global

Gorgeous Glow’s current lineup includes skin-whitening products, body-shaping garments, and slimming coffee. Customers can purchase them through the company’s website and e-commerce platforms such as Shopee, TikTok Shop, and Lazada. Its affiliate program also gives Filipinos opportunities to earn by promoting the products.

With 1.2 million Instagram followers, Casaje has built an audience for the brand as she works to expand its reach beyond the Philippines. Her focus now is on developing Gorgeous Glow into an international beauty and wellness business.