For Beautéderm founder and corporate pioneer Rhea Anicoche-Tan, reaching a 16-year milestone in the highly competitive beauty and skincare industry isn’t just a testament to effective products. Rather, it stands as proof that running a business with a genuine heart and treating partners like family is the ultimate formula for longevity.
This core philosophy was fully on display at the intimate media launch for the brand’s newest premium perfume lines, specifically dedicated to celebrity power couple Sunshine Garcia-Castro and Bulacan Vice Governor Alex Castro.
Business is Always Personal
Addressing members of the press and the Beautéderm community, Tan grew emotional as she discussed her relationship with the Castros, whom she fondly refers to as her “loyal babies” and “original endorsers” who have stood by the brand since 2013.
“We are fortunate that Beautéderm is still around after 16 years and continues to develop not only as a business but also a cultural force,” Tan shared during her opening speech. “Today we express our gratitude to Sunshine Garcia and our Vice Governor Alex Castro. One of our original endorsers—our OGs since 2013—they have grown to be significant figures in Beautéderm’s success. So we have developed fragrances for them that illustrate how business is always personal.”
Expanding on what makes the company culture unique, Tan emphasized that the true measure of a brand’s growth cannot be found on a financial spreadsheet:
“It is personal because Beautéderm believes in a culture in which everyone is treated as if they were members of a real family, with no one left out. This scent represents that brand growth isn’t always about money. It’s about how we make others feel, see, and smell.”
A Milestone Regalo: The NLEX Billboard
As a surprise to celebrate the launch of their signature fragrances, Tan proudly announced a massive milestone for the couple—their very first major highway billboard.
“Today also marks the debut of Alex and Sunshine’s first-ever billboard in NLEX. When you go home, you will see it. That is my gift to them for being my loyal babies,” Tan beamed.
Reflecting on Vice Governor Alex Castro’s political journey, she noted with pride how their bond remained entirely unchanged by time, status, or career shifts:
“To be completely honest, he was only a councilor back when he became my ‘baby’. Imagine, he is a Vice Governor now, and he still hasn’t left me. He is the living proof that fame and money cannot ruin a true friendship.”
The True Scent of Success
During the panel’s question-and-answer session, Tan reiterated how vital it is for her to maintain authentic connections with her brand ambassadors, stating that their belief in the products makes the business realistic and credible.
“Here at Beautéderm, we value personal relationships and genuine connections, and we will maintain that culture,” Tan declared. “We believe that Sunshine and Alex deserve their own perfumes under our brand. And aside from the fact that they smell good, they remind us that the true scent of success is a friendship built on love and sincerity.”
By anchoring product development in the real-life narratives of her brand ambassadors, Rhea Tan continues to demonstrate that for Beautéderm, the sweet scent of loyalty always triumphs over commercialism.
