There’s no business like a real business
Liza Soberano, Enrique Gil invest in HKT alcohol
Everything is coming up roses for celebrity Liza Soberano, with lucrative projects continuing to come her way even amid the COVID-19 pandemic.
But the 23-year-old knows full well that fame is not forever.
Thus, Soberano is preparing early for the inevitable by putting her hard-earned money in productive assets and ventures with growth potential, such as HKT Essentials, maker of a 70-percent ethyl alchol now gaining traction in the crowded market for hygiene and sanitation products.
“When I was younger, I never really thought of becoming a businesswoman, [that is] until I started earning my own money. I started thinking of ways to grow and invest my money, that way when the time comes that I’m no longer active in the showbiz industry, I have earnings from my business to sustain myself and my expenses,” Soberano told the Inquirer.
Real, reel
She credits her reel and real life partner Enrique Gil and his family for encouraging her to first invest in property. From there she invested in Hope Wellness, a health and wellness spa that she built from the ground up with the help of her aunt and partner. Her third
major investment is in HKT Essentials, which was also made possible through Gil.
“Investments are a serious commitment. There are some investments I made that resulted in zero gains. I may have failed in some investments before, but the important thing is, I’m learning, especially now through the help and guidance
of my HKT team,” she said.
Gil said in a separate interview that HKT Essentials was an offshoot of his partnership with his friend and fellow businessman Ranvel Rufino. They released a fragrance early last year—with the help of fellow celebrity Matteo Guidicelli who introduced Rufino to a reputable manufacturer—about the same time that COVID-19 struck the country. “About a month into the pandemic, with the number of cases continuously increasing, we decided to come up with a product that can help people fight COVID-19. That’s when the idea of creating a high quality, but affordable alcohol was born,” said the 29-yearold Gil, who then invited Soberano to also put money into the venture.
Urgent need
The timing was good, too, as the entertainment industry was badly affected in 2020 thus the more urgent need to think of new business opportunities. “Starting HKT Essentials seemed to be a feasible move since the product is very relevant,” Soberano said.
The celebrities believe that HKT has great growth potential because of the still-rising demand for alcohol, especially since COVID-19 is unlikely to go away anytime soon.
And they did not just write a check and then let others do all the work. On the contrary, Soberano and Gil were hands-on, from product development to marketing. “I involve myself in every aspect so that I can learn the ropes of the business. I conceptualized the decks for our campaign materials, I would say that’s my favorite thing to do since we started our venture. I conduct the presentations to all the big companies we supply to and handle the resellers as well,” Soberano said.
“We have other partners who handle running the plant and all operations, but we are all involved in the testing and approval stages to get the perfect scent and formulation we want,” Gil added.
According to Rufino, Soberano and Gil are the “perfect partners” for the venture.
“With the time I’ve spent with these two, I saw their passion and drive for business. They were really motivated to launch a product that can make a difference to the community and they’re determined to give back to others, as they are willing to extend support to front-liners and those in need by providing personal care products to charitable organizations. In our trips and meetings, I realized how our partnership will continue to strengthen and grow given the entrepreneurial mindset Liza and Quen possess,” Rufino said.
Baby powder
The partners are particularly proud of the quality of their HKT alcohol that boasts of a baby powder scent and being gentle on the hands even if it is 70 percent ethyl alcohol.
“Another edge of our product is our price point, which is affordable at only P80 (per 250 ml bottle). We also have an advocacy attached to the brand where we aim to help our front-liners and those in need by giving back to our barangay health worker through programs created by Save The Children,” said Soberano.
“We want our products to be accessible to everyone in the market, especially with the pandemic still ongoing and people are struggling to get by. Our mission is to provide high quality, but affordable products for every Filipino, and that’s what makes us stand out,” said Gil.
The life lessons that Soberano and Gil are absorbing from investing and getting involved in a business outside the silver screen have been invaluable and they hope that other celebrities will also consider making good use of their money while it is still coming in.
“Showbiz isn’t forever,” Soberano said, “There will come a time that we won’t be as popular, or we physically are unable to work at the same rate we are now. That’s why it’s important to save up, invest, and plan ahead. It’s a must to always have a contingency plan and put some aside for your future.”
Gil echoed her sentiment. “In showbiz, sometimes money comes by fast, but it can also go away in a blink of an eye. It’s important to be wise, surround yourself with the right people, and invest in the right things that can benefit your future,” Gil said.