Philippine Beauty SME Fuels Growth Through Community Feedback

Hosting community events and offering product deals are Colourette’s ways of showing it listens to its core market, a key component of how the company does business. 

It’s the one thing that keeps the business resilient despite whatever may come at the team, according to Nina Ellaine Dizon, CEO of the decade-old Philippine beauty brand.

It takes note of - and is influenced by - the sentiments made on the company’s Facebook community page, Colourette Club, which has over 65,000 members. 

“When we see the nature of their posts… then we are able to give them what they want based on the products that they need, based on ano ba yung ihip ng hangin ngayon (what the direction of the wind is now),” she said in an interview. “Are they on a spending spree or are they more on a saving moment?”

Pivoting Strategies

An example of this social listening was the 2025 flood control news that not just siphoned off public funds but also impacted businesses such as Dizon’s.

Dizon says both her business and the beauty industry experienced the economic pinch caused by the corruption allegations, which coincided with Colourette’s 10th year anniversary.

“Like the ‘ber months? Not a lot of people were shopping so early on,” she said, adding that it was something her team did not anticipate. “‘Before, you would shop in September, [and] you would feel the Christmas rush? But for us, the ‘ber months, we felt it really, really late.”

The sales slump pushed Colourette to “be more agile” in their strategies, shifting their product development and marketing campaigns to be relevant and meet the moment.

For their 10th anniversary, the company did without the usual keynote speaking and thought leadership event, cognizant as they were of influencers facing scrutiny related to the flood control issue.