How This Philippine Beauty Company is Improving its Branding

Luxe Beauty and Wellness Group regroups in 2026 to make its branding more cohesive and the business more resilient.

Anna Magkawas, founder and CEO of Luxe Beauty and Wellness Group, said 2025 was not her business’ best of times. The brand, she said, lost its way in how it presented itself to customers. 

Luxe Skin, for one, encountered problems due to the company’s unfaithfulness to its branding, resulting in a “product line with a messy” presentation, the CEO told The Business Manual in a February 20 interview.

The products’ packaging, she added, strayed from the signature white-gold-beige colour combination the Luxe Group is known for. So did related social media posts that disconnected from the luxurious feel the brand wants to project.

Magkawas resolved to do one thing in 2026: build back better.

“Wala namang choice (There’s no other choice). You just need to keep going,” she said.

Lesson # 1: Finding Focus Again

The Luxe Group team went back to the drawing board to ask questions about the brand and its core audience. This led to new iterations of product packaging that stick to the brand’s color scheme, as well as social media posts that hark closer to the company’s intended feel.

The Luxe Skin also has a new logo, which was soft launched during Luxe Group’s thanksgiving party in January.

The process towards making Luxe Skin’s branding cohesive again will take time, as the company waits for the old supply to sell out before re-ordering stock with the new packaging. 

Thus far, stocks of Luxe Skin Tinted Sunscreen SPF 70 PA++++, the first product to embrace the branding refresh, have been selling fast.

Innovation in the hopes of finding that “jackpot” product must remain anchored in the company’s core values, Magkawas said.

“Siguro, sa gusto mong humanap ng ‘hero product’ mo, nag-explore ka ng explore, until na-realize mo ng dulo, ‘Ay, ano nang nangyari? Bakit naging ganito na tayo?’”

(I guess, because you want to find your ‘hero product,’ you keep on exploring and exploring, until you realize, ‘What happened? How did we end up like this?’)

“Kumbaga, binalikan ko yung mga possible na mga mali na nagawa in the past, inanalyze ko. And then, sabi ko, ‘Sige, one more try.’”

(In a way, I went back to the possible mistakes that were made in the past, and I analyzed them. And then, I said, ‘Ok, one more try.’)

Photo courtesy of Luxe Beauty and Wellness Group.

Lesson # 2: Learning From Mistakes

The Luxe Group entered the dietary supplements market through Philuxe Pharmaceuticals, which launched its first product, Anna E, in October 2025.