The making of a makeup brand
The Entrepreneur Of The Year Philippines 2017 has concluded its search for the country’s most inspiring entrepreneurs. Entrepreneur Of The Year Philippines is a program of the SGV Foundation, Inc. with the participation of co-presenters Department of Trad
COCO CHANEL once said, “Women have two weapons: cosmetics and tears.”
Makeup is a tool to feel empowered and boost one’s confidence, but it can also damage your skin, as Rissa Mananquil Trillo, 38, experienced during her modelling career.
Fueled by her own personal insights and experiences, she conceptualized a cosmetics brand
that combined skin care with makeup — tailored specifically for Filipinas.
Ms. Trillo completed a Management degree from the Ateneo de Manila University. She pursued further studies on Strategic Brand Management and Marketing Distribution Management at the Asian Institute of Management.
Even from a young age, Ms. Trillo already had an entrepreneurial streak. She sold handcrafted trinkets to family and neighbors, and would set up her
own refreshment stand during summer vacation. She also capitalized on her love for reading and writing by creating and selling short essays and newsletters.
After college, Ms. Trillo pursued a successful modeling career, with a five-year stint as the president of the Professional Models Association of the Philippines. She also became a Beauty & Fashion Advice columnist for a newspaper.
As a model, her constant use of heavy makeup caused her skin to break out. She would then cover it with more makeup, which only irritated the skin further.
“It was a vicious cycle,” she recalls.
She realized how difficult it was to find makeup that suited both Filipino skin and tropical weather conditions.
Ms. Trillo noted that, on average, only one out of four Filipinas use makeup regularly. Through her readers, she learned the top two reasons why women don’t wear makeup. First, they find it too tedious to apply and, secondly, they believe it can damage the skin.
These sentiments led to the concept of Happy Skin — an affordable, easy- to- use makeup line designed to also protect one’s skin.
“Timing was crucial,” Ms. Trillo says, adding that had she put up the business 10 years earlier, it would probably have failed.
The right moment came when she met her cofounder, Jacq Gutierrez.
Even after Ms. Gutierrez relocated overseas, they continued to build on the idea, carefully selecting formulas from beauty fair samples. Eventually, they found one that fit their unique concept.
Ms. Trillo and her team worked closely with suppliers from Taiwan, Japan and Korea to develop their unique formulations. As a perfectionist, Ms. Trillo is closely involved in all aspects of production, from the vibrant and unique packaging to the witty labels for each product. The writer in her comes up with catchy product names, such as “Shut up and kiss me” for their lipstick line.
In 2013, Happy Skin officially launched its first five counters with the tag line: “Makeup that cares for your skin.” Since then, it has grown to 85 counters and 14 stores nationwide.
Ms. Trillo explained how social media was a powerful tool for them to build awareness. “It was an organic medium for us,” she said. “Our customers could immediately share their sentiments, and we could quickly respond.”
Ms. Trillo sees Happy Skin as a pioneering brand that started a new trend. Even doctors have prescribed her products for patients with sensitive skin, such as their SS Cream, a silicone-free foundation that is less likely to irritate sensitive skin. For Ms. Trillo, such endorsements validate what her brand is all about.
Happy Skin is often misconstrued as a foreign brand, a misconception that Ms. Trillo is quick to correct. “While we’re happy that people think we can stand beside international brands, we’re a proudly homegrown Filipino brand,” she says. “The products are manufactured abroad, but the formulas and insights are ours.”
Ms. Trillo believes that there is still much room for Happy Skin to develop innovative product categories to address common pain points for women, as shown by the recent launch of its Sun Care and nail polish lines. She is positive that Happy Skin will be welcomed in provincial markets and intends to expand to 30 stores in the next five years.
Happy Skin introduces new products through celebrity and brand collaborations. To date, they have over 10 collaborations, including local celebrities and companies like Disney. Earlier this month, they released their newest 23-piece line with Sanrio.
Happy Skin has won over 25 beauty awards from local magazines. It was awarded Most Promising Retailer by Ayala Malls, Most Promising New Cosmetics Brand by Watsons Philippines, and Brand Leader in Social Media by Rappler.
For Ms. Trillo, Happy Skin is not just a business, but a passion. Her genuine love for makeup reflects in all her products.
To aspiring entrepreneurs, she says, “It is only through passion that people will see what your brand truly stands for and what story you’re trying to convey.”
The official airline of the Entrepreneur of the Year Philippines 2017 is Philippine Airlines. Media sponsors are Business World and the ABS-CBN News Channel. Banquet Sponsors are Bench; Bounty Fresh Food, Inc.; CDO Foodsphere, Fiori Di Marghi, Global Ferronickel Holdings, Inc.; Hyundai Asia Resources, Inc.; Intermed Marketing Phils., Inc.; Jollibee Foods Corp.; LBC; SteelAsia and Universal Harvester, Inc.
The winners of the Entrepreneur Of The Year Philippines 2017 will be announced in an Oct. 18 awards banquet at the Makati Shangri-La hotel. The Entrepreneur Of The Year Philippines will represent the country in the World Entrepreneur Of The Year 2018 in Monte Carlo, Monaco in June 2018. The Entrepreneur Of The Year program is produced globally by Ernst & Young.