After a decade of building its beauty empire on a foundation of traditional distribution and face-to-face networking, homegrown skincare giant Skin Magical is celebrating its 10th anniversary with a decisive pivot into the digital age.
The brand, which began in 2015 with a mission to provide affordable beauty products for Filipinos, quickly became a household name thanks to its iconic Rejuvenating Set. From its first store opening on January 24, 2016, Skin Magical grew into a leader in the local skincare industry, a testament to its resilience and connection with its market.
However, the journey was not without its challenges. The company’s traditional business model, centered on bulk distribution and reseller networks, struggled to keep pace with the rapidly changing digital landscape. While newer brands flourished on algorithm-driven platforms like TikTok, Skin Magical had to navigate the unfamiliar waters of short-form content and live selling.
“Sanay kami sa face-to-face, sa dealers, sa volume,” shares CEO Ghie Pangilinan. “Pero nung nakita namin na nag-iiba na ang market — ang bilis ng trend, lahat online — alam naming kailangan naming matutong mag-adjust.” (We were used to face-to-face, to dealers, to volume. But when we saw the market changing—the trends moving so fast, everything online—we knew we had to learn to adjust.)
And adjust they did. In a strategic move coinciding with its anniversary, the brand has fully embraced digital platforms. This shift is anchored by a new central office that houses not only their corporate and warehousing facilities but also a modern studio designed for full-time live selling operations. To power this new direction, Skin Magical has expanded its team, hiring content-savvy brand representatives now based in Mandaluyong City and Tanay, Rizal.
This internal transformation is mirrored in its product offeringsas the brand embarked in two launches—one an upgrade, the other a breakthrough—signaling a new focus on wellness lifestyle products:
🌿 A reimagined packaging for its bestselling Rejuvenating Set;and
introduced Rejuv Coffee, a skin-brightening and slimming drink.
From its beginnings in 2015 to today’s milestone projects, the company’s core mission remains unchanged: to deliver effective and affordable beauty to every Filipino. Now, with over 10 million products sold and a robust nationwide network of dealers, Skin Magical is stepping into its next chapter—strengthened by a decade of experience and powered by a loyal community ready to follow its magic into the digital frontier.
0 Comments