In a beauty industry once limited by a lack of diversity and inclusivity, Issy Cosmetics and Klued have emerged as local beacons of positive change. These LGBT-owned businesses have leveraged the innovative capabilities of TikTok Shop to expand their reach and promote a more inclusive definition of beauty.
Issy Cosmetics: Celebrating All Identities
Founded in 2019 by CEO Jasmin Ang and Creative Director Joel Martin Andrade, Issy Cosmetics set out to redefine beauty standards in the Philippines. The brand offers a broad spectrum of makeup and skincare products that celebrate all identities. Through TikTok Shop, Issy Cosmetics has expanded its reach and fostered greater inclusivity within the beauty industry.
“The biggest inspiration behind Issy is the lack of diversity in the local market when we started in beauty. Five years ago, in 2019, beauty was so limited. There was such a lack of options, a lack of inclusivity. When we had the chance to create our own brand, we said we would change this all. We are going to give people options, their shades, and something to be proud of locally,” Joel said.
Issy Cosmetics aims to broaden the definition of beauty by ensuring that everyone, regardless of gender identity, finds representation through its products. A key aspect of this commitment lies in offering an extensive range of shades that cater to the diverse spectrum of Filipino skin tones. By providing options that resonate with individuals across the gender spectrum, Issy Cosmetics promotes a more inclusive beauty landscape where everyone feels seen and celebrated.
Klued: Elevating Skincare Standards
Established in 2022, Klued has quickly gained recognition in the skincare industry for its commitment to providing premium quality products that are accessible to all. Co-founded by Maximo Canega and Emilio Chua, Klued aims to fill a significant gap in the market by offering tailored skincare solutions that address specific concerns.
“Klued has been designed to offer premium quality skincare that everyone can afford. There are many skincare brands out there, but the specific skincare that targets individual concerns is the gap we need to fill,” Maximo explained.
Klued has focused on making high-quality skincare accessible to a broad audience. The brand’s philosophy centers on education and transparency, ensuring that customers understand how to use their products effectively to achieve the best results. This approach has resonated with consumers, helping Klued to build a loyal customer base in a short period.
Empowering Growth Through TikTok Shop
Issy Cosmetics discovered TikTok Shop in 2022 and quickly recognized its potential. According to Allyson Jewel Andrade, Sales Director of Issy Cosmetics, “Even when TikTok Shop was still new, we already decided to onboard with them. When we started TikTok, at that time, it was just an entertainment platform. And then when we heard that they’re launching a TikTok Shop, we knew there would be great opportunities on the platform.”
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