Scaling Success: Unveiling the Power of Influencer Marketing for Business Growth, According to Anna Magkawas, the Founder and CEO of Luxe Beauty and Wellness Group

From leveraging online selling to using social media to market her brands, Anna Magkawas reveals how she grew Luxe Beauty and Wellness Group into a multi-million peso business through influencer marketing.

A saying goes, “Choose a job you love and you will never work a day in your life.” And this rings true for Anna Magkawas, the Founder and CEO of the multi-million peso brand Luxe Beauty and Wellness Group. Business-minded, driven, and charismatic, Anna built her success through influencer marketing—a surefire success tactic in online selling, given that studies have shown that 70% of Filipinos buy a product from their endorsements.

However, the road to her success was not laid out for her. In fact, the CEO herself shares that it took a lot of trial and error, lessons learned, and a keen understanding of the local market for her to become the entrepreneur she is today. What’s more, her roots were not founded on beauty, as she started out as a medical sales representative.

From there, she saw her potential for success—not in her day job, but in her sideline business.

“There was a time na tinignan ko yung payroll ko at yung passbook ko kung saan pumapasok ‘yung money from my sideline. And then, I compared them. Yung isang buwan kong sweldo noong nagtatrabaho ako, isang araw ko lang [sa sideline ko],” she recounts fondly.

[Translation: There was a time when I looked at my payroll and my passbook, where the money from my sideline business was coming in. And then, I compared them. One month’s salary when I was working equated to a day’s sales from my sideline business!]

In this exclusive interview with The Business Manual, Anna reveals how she paved the way for success through online selling, influencer marketing, and building a brand that empowers women to be their own boss.

Cultivating an Entrepreneurial Spirit

A multi-hyphenated woman in her own right, Anna’s entrepreneurial journey started at a young age. “Siguro noong bata pa ako talaga, I really loved doing buy and sell,” she begins. “Noong may work pa ako as MedRep, palagi akong may sidelines. So I always sell perfumes and soaps sa mga co-medreps ko until such time na talagang nakita [ko] yung opportunity [sa] bag business noong time na naghahanap ako ng bag for myself.”

[Translation: When I was a kid, I really loved buying and selling. Even when I was working as a MedRep, I always had sideline businesses. I’d always sell perfumes and soaps to my co-MedReps until I saw an opportunity in the bag business when I was finding a bag for myself.]

Thing is, she wasn’t even finding a luxury bag then. “I was just looking for a presentable bag na magagamit ko kasi naiinggit ako sa mga co-medreps ko. Nakikita ko sila sa ospital, ang gaganda ng mga bags nila. Ako, yung bag ko, mga tig-300, 500 sa Divisoria,” she admits.

[Translation: I was just looking for a presentable bag that I could use because I was jealous of my co-MedReps. I’d see them in the hospital with really nice bags, while mine was just from Divisoria and cost around PHP 300 to PHP 500.]

“Nakita ko yung opportunity na ‘ay, bakit hindiko try i-benta [ang luxury bags] kasi ang ganda and then ang mura ko siya nakukuha,’” she continues. “And then, eventually, may nagpahanap sa akin na ng isang Louis Vuitton Speedy 30 na pre-loved bag.”

[Translation: I saw the opportunity in selling pre-loved luxury bags because they were nice and I got them for cheap. And then, eventually, someone asked me to find a pre-loved Louis Vuitton Speedy 30 bag.]

From there, she thought of leveling up from just a bag seller to a luxury bag seller, seeing that there were people who’d buy these kinds of expensive bags. “May bumibili pala ng mga ganitong kamamahal na bags!”

“That’s my first time na makahawak ng super duper expensive bag na worth PHP 25,000. Wala naman akong mga ganitong bags,” she goes on to add. “Di ko alam ang Louis Vuitton, Prada, Chanel, [and] Hermes until inaral ko sila.”

[Translation: That was my first time to hold a super duper expensive bag worth PHP 25,000. I didn’t even have those kinds of bags! I didn’t even know brands like Louis Vuitton, Prada, Chanel, [and] Hermes until I studied up on them.]

“And then, I resigned sa work [then I focused on the business] full time. I started LUXE Online PH by selling luxury bags online,” she continues, adding that her clients—both regular and celebrities—have grown since then. “Then, I eventually ventured into opening a physical store in malls. Ang daming clients. Of course, celebrity clients as well. Doon na nagstart.“

From Online Selling to Opening a Brick and Mortar Store

Maintaining a luxury bag business, however, requires a lot of money—given that acquiring these pre-loved goods can get pricey. Her secret? “Iniipon ko eh,” Anna says simply. “Hindi ako ‘yung tipo na pag nakabenta, ‘yung kita gagastusin ko. So inipon yung bawat savings, bawat income until such time na nakabuo ako ng isang mini showroom.”

[Translation: I’d save my money. I wasn’t the type of person who’d spend every time I earned. I’d save my savings and income until I was able to build a mini showroom.]

Said showroom was the result of a need to build her credibility as a luxury bag seller. After all, people wouldn’t trust you right away, let alone deposit large amounts of money for a bag without that foundation of trust. “I realized—‘yung mga tao, di naman din sila agad-agad na magtitiwala sayo para magdeposit ng ganung kalaking halaga, di ba? So you have to build your credibility.”

More than that, having a showroom allowed clients to see the pre-loved bag firsthand. “Ako kasi yung tipo ng tao na honest talaga. Since it’s pre-loved, you have to show the client kung ano yung problema ng product, di ba, hindi yung i-susugarcoat natin. ‘Ay, maganda ‘to. Magandang maganda. Makinis.’ Pero may damage pala.“

[Translation: I’m the type of person who’s honest. Since it’s pre-loved, you have to show the client what the problem is. You can’t sugarcoat it by saying that it’s nice and flawless, but in reality, it’s damaged.]

From online selling to a showroom at her house, eventually, Anna was offered the chance to open a physical store in a mall. “Pinagisipan ko ‘yun kasi siyempre ang mahal. Ang mahal ng renta. Sabi ko, ‘Kaya ko ba ‘to?’ Pero as a business owner, risk-taker tayo, so I took the risk. Sumugal ako. Of course, ang renta sa mall is almost PHP 100,000. But sinubukan natin.“

[Translation: I thought about it because opening a store in a mall was expensive. Rent was expensive. I even asked myself if I could. But as a business owner, I was a risk taker, so I took the risk. Of course, the rent is almost PHP 100,000, but I gave it a shot.]

This was the push that helped her LUXE Online PH grow. But even so, Anna credits her strong online presence for the brand’s success. “Kaya siya Luxe Online kasi more of online ang presence natin. So doon siya unti-unting nakilala ng mga tao.“

As for her indicator of success? “Super na-overwhelm din kaming mag-asawa actually siguro noong nagkaroon kami ng first bahay namin through that business. So ‘yun ‘yung na-feel ko talaga na iba ‘yung naibigay sa amin nung negosyo.“

[Translation: My husband and I were overwhelmed when we had our first house. That was when I felt that we were reaping the benefits from our business.]

Pivoting Into Beauty During the Pandemic

Although Anna’s luxury bag business was thriving, it was cut short by the onset of the COVID-19 pandemic. With malls closing, she had no choice but to close her shop, too. “May mga staff kami siyempre na umaasa din, kailangan magpadala ng pera sa pamilya,” she laments. “So ang ginawa namin ‘yung mga bags na nasa mga puwesto namin sa malls, inilipat namin sa bahay. So tinyaga namin na hakutin sila sa bahay and then, every other day nagla-live sell kami.“

[Translation: We have staff who depend on us—they had to send money to their families. So what we did was to get the bags in our store and move them to our house. We patiently brought all of it back, then did live selling every other day.]

And yes, this meant that Anna herself would be the live seller. “Yes. Ako mismo,” she says.

But this also gave rise to a surprising revelation: that the market for luxury goods grew during the pandemic. “‘Yun ‘yung time na ang dami naming viewers. Umaabot kami ng 1,000 viewers, and ang daming miners na magugulat ka na lang din talaga na kahit pandemic, ang daming bumibili. Siguro nga kasi wala silang magawa, di ba? ‘Yung iba na yung mga pera nila na nakaallot for travels, of course, di sila maka-travel so they convert it na lang. Binibili na lang nila ng mga bags.“

[Translation: That was the time when we had a lot of viewers. We reached 1,000 viewers and we had a lot of “miners.” You’d be surprised—there were a lot of buyers despite the pandemic. Maybe they didn’t have anything to do then? Other people had money allocated for travel, but since they couldn’t, they converted it into something else. They bought bags instead.]

But a year after the pandemic, Anna also thought of venturing into the beauty industry—borne by the constant encouragement from Anna’s supporters, including her husband. “At first, I was a bit hesitant to launch my own beauty and wellness brand, but my husband convinced me. It would be a good idea to show people my glow-up because of my own products. Also, my supporters and followers, whom I affectionately call Luxers, have been urging me for years to start my own brand.”

“Thankful ako na may mga supporters tayo na ganon, na talagang they are willing to support you all the way,” the entrepreneur says gratefully. “Nakita nila ‘yung growth natin. Nakita nila kung paano tayo nagsimula until kung paano tayo nakarating sa estado natin ngayon.“

[Translation: I’m thankful that I have supporters like this—that they are willing to support you all the way. They’ve really seen our growth and have seen where we’ve begun and how we got to where we are today.]

Branching Out: From Luxe Skin to Luxe Slim, and Luxe Skin Men

While her luxury brand has built a foundation for her entrepreneurial success, Anna admits that the business model isn’t as sustainable—given that trends change, there are many competitors, and this business isn’t something she can pass down to her kids. This, coupled with the much-needed push from her supporters, drove her to start her own brand: Luxe Skin.

“With the pandemic came self-awareness regarding all aspects of health, including skin care,” the entrepreneur explains. “People have more time to focus on their skin because they are only at home. This became a good opportunity for me.”

Established in 2021—a year after the pandemic—Luxe Skin is a brand that aims to cater to Filipinos with affordable beauty products. And although the business started out with antibacterial wipes, which were essential in a time when sanitation was key, the company has diversified to include many other products.

“I started with anti-bacterial wipes since it was perfect during the pandemic. Wipes are perfect alternatives in the absence of washrooms or alcohol. After that, I focused on skincare products and it still boomed because of health awareness and [people having] more time at their disposal.”

“We have Luxe Skin, Luxe Slim, and then, we have cosmetics,” Anna explains, going on to add that the goal of her business was to have products for everyone in the family. “Ang goal ko kasi is parang maging pang-everybody. Pang buong pamilya. So inisa-isa ko siya, inunti-unti ko siya.“

This gave rise to the umbrella company where she serves as its Founder and CEO: Luxe Beauty and Wellness Group. “Hindi lang siya pangpabeauty. Di lang siya pangpaganda. Di lang siya pangpasexy, pangpa-slim, but it’s for overall wellness.“

[Translation: The products are not just for beauty or to be beautiful. They’re not just there for slimming or to make people look sexy—rather, it’s for overall wellness.]

To date, her product line includes antibacterial wipes and skincare products like serums and cleansers under the Luxe Skin brand, along with Luxe Slim’s line of slimming juices, coffee, and drinks, and even men’s skincare products for its newest brand, Luxe Skin Men. What’s more, Anna proudly reveals that she too has gotten into glutathione capsules through Luxe Slim Beauty Talks.

Anna Magkawas on Her Secrets to Success

In the Philippines alone, there are many beauty brands—both local and international in nature. And for the products of Luxe Beauty and Wellness Group to stand out, this meant having a competitive advantage in an equally competitive playing field. Thus, her success secrets include:

Quality and Credibility

Just like the foundation of her luxury bag business, Anna wanted Luxe Beauty and Wellness Group to be built on solid credibility. “The first set of products for Luxe Skin took almost a year of planning, product development, design, and marketing. And, of course, I had to wait for FDA approval before the launch.”

“All our products are FDA-approved and Superbrands. I have to make sure that the products are of good quality and effective, so I’m the first to test them,” she adds. And then, syempre, we have to be meticulous din sa pagpili ng right product [and] right packaging, especially if you will see the Luxe Skin brand. ‘Yung mga packaging talaga natin, very luxe, but it’s not that expensive. It’s still affordable.”

[Translation: And then, of course, we have to be meticulous in choosing the right product and right packaging, especially if you will see the Luxe Skin brand on them. Our packaging is very luxe, but our products aren’t that expensive. It’s still affordable.]

“I always make sure to release the best of the best. Also, we follow all the needed documents and licenses whenever we release products. People rely on brands that are legally compliant. I always focus on quality.”

Understanding the Market

For a business to succeed, it also takes a good understanding of the end-user: the Filipino market. “I researched on benefits that would be perfect for Filipino skin,” the entrepreneur explains. “I also make sure that I test the products on myself. Ako ‘yung guinea pig. Ako muna yung nagtatry sa sarili ko. If nagwowork siya sa akin, pwede din magwork sa iba.“

[Translation: I’m the guinea pig. I try our products on myself first. If it works on me, it’ll work on other people.]

“The R&D team of the manufacturer has numerous consultations with me because I want the products to be perfect before they are launched. Even with many competitors, I trust that our products are above them. High-quality products serve as our edge over the other substandard ones,” she adds.

Honesty and Transparency

Marketing is a must for brand awareness and to establish a strong presence in the market, but more often than not, it is founded upon highlighting nothing but the good points. Anna, however, believes in being honest and transparent.

“My products are anchored on their high quality and effectiveness. That much I can be proud of,” she declares. “I am also very transparent with the quantity of the ingredients in our product. I do not practice false advertisements. I am very honest with the actual contents of my products. I also do not shortchange my clients when it comes to content, [as] I make sure that my customers are satisfied.”

A content creator herself, Anna regularly interacts with her audience—first-time buyers, regular customers, and even curious viewers. And it is through these social media platforms that she is able to talk about her products while using or partaking in them…in real-time. What’s more, these testimonies from actual users have made her products more credible.

“This strategy [has] gained me repeat buyers,” she enthuses. “They are living testaments that my products actually work. I also had the advantage of a growing network of clients through word of mouth or referrals. My products speak for themselves.”

Constant Communication

In a world where authenticity is valued, there is an edge for business owners who talk to their customers. Anna employs this approach, which was why she was able to build a loyal following, which eventually turned into customers.

“Oo, ako mismo ‘yun. Minsan ‘yung mga tao nagtataka sila o nagdududa sila na ‘Ms. Anna, ikaw ba ‘to?’ Parang hindi sila makapaniwala na nagrereply ako. Sabi ko, ‘Yes po. Ako po ito.’ Minsan magvivideo pa ako o magsesend pa ako ng photo,” Anna laughs.

“So ‘yun ‘yung isa din na hindi ko tinatanggal sa sarili ko na mayroon akong constant communication. Sila din kasi yung isa mga nagbibigay sa akin ng strength and push to do better.”

[Translation: Yes, I’m the one who replies. Sometimes, people doubt it and wonder if I’m really the one replying to them. I’d reply and even send a video or photo of myself. This is something I don’t stop doing—constant communication because these people are the ones who give me the strength and push me to do better.]

Innovation and Product Improvement

With the ever-changing needs of Filipinos, the products must constantly evolve in order to stay relevant. And what better way to know what people want than by asking them?

“I accept that the demands of the market are continuously evolving,” Anna says simply. “Thus, I commit myself to continued research and development. I keep myself updated and I challenge myself with what else I can offer my clients.”

“I ask myself what aspects I can still enhance to put my products to the next level. I also ask for consumers’ feedback, [and] I take note. I listen. Then I make sure to apply their insights to make my products better,” she continues.

Giving Livelihood Opportunities to Others

Beyond making a profit for herself, Anna hopes that her business inspires others to become their own bosses. How? By becoming a reseller or distributor of Luxe Skin products.

“Marami tayong natutulungan,” she says happily. “So hindi lang [ito] para sa akin. Hindi lang para sa pamilya namin, but para din sa mga taong ito. So ‘yun ‘yung parang mas nagpush sa akin, mas nagkaroon ako ng purpose sa buhay kung bakit ko ginagawa ang lahat ng to.“

[Translation: We help a lot of people. So this isn’t just for me. This business isn’t just for my family, but it’s also for my supporters, fans, and Filipinos everywhere. They are what pushed me to have a sense of purpose—this is why I do all this.]

“Kasi ang sarap ng feeling eh na may nagmemessage sayo na ‘Ms. Anna, salamat sa business opportunity. Salamat sa magandang produkto,’” she adds. “Ang sarap pakinggan. Kaya ako talaga, pag may extra time ako, wala akong ginagawa kung di magbasa ng messages, magbasa ng comments, maglike [at] magreply.“

[Translation: It’s a good feeling when people message you, like “Ms. Anna, thank you for the business opportunity. Thank you for having good products. It’s nice to hear. This is why whenever I have extra time, I would read messages and comments, and like and reply to them.”]

Is Influencer Marketing for Everyone?

Given how marketing has evolved throughout the years—from traditional TV and billboards to digital marketing on social media—influencer marketing is the current marketing trend. This non-traditional tactic relies heavily on influencers or content creators, who curate photos and videos that show them using products or services with the goal of enticing their following to buy what they endorse.

And although some influencers have gained something akin to celebrity status, their edge is that they are more relatable and closer to the audience—guaranteeing a degree of authenticity. This is what Anna capitalizes on, being the face of her brand. But even so, she says that this kind of influencer marketing isn’t for everyone.

“For me, it depends,” the entrepreneur says. “Case-to-case basis naman ‘yan because siyempre, alam naman natin na ‘yung mga ganitong klaseng brand owners or ‘yung ganitong trend, nito lang naman din nauso ‘yan, di ba? ‘Yung mga so-called CEOs na tinatawag ngayon, especially on TikTok. So ngayon lang naman din ‘yan naging trend sa market natin.“

[Translation: For me, it depends. It’s a case-to-case basis since we know that there are some brand owners or trends that are just riding on the hype. There are many so-called CEOs, especially on TikTok and this can be a trend in our market.]

“‘Yung mga big companies nandiyan na tahimik lang sila sa likod. Na hindi natin alam kung yung mga tao sa likod ng mga big brands na ‘to,” she adds. “But aminin natin. Malaki din yung nagiging impact nung mga so-called CEOs or brand owners na lumalabas ngayon sa social media.”

[Translation: Big companies are just behind the scenes, quiet. People don’t know the people behind these big brands. But even so, we can’t deny that these so-called CEOs or brand owners who are all over social media are just as impactful.]

The important thing behind it all goes back to that foundation of trust and credibility. “For me, syempre, kailangang ipakita niyo rin sa tao na talagang ginagamit niyo yung produkto niyo. Bilang ikaw yung brand owner, kailangan makita nila sayo din mismo ano yung effect sayo nung mga products na binebenta mo,” Anna advises.

[Translation: For me, it’s important to show that you’re actually using the product. As the brand owner, you need to show your audience the effects of the products you’re selling.]

“And [have] constant communication with them,” she emphasizes. “May tanong sila, sagutin natin. May concern sila, sagutin natin. Ako, hindi ako nawawala sa social media. Siguro yun yung isa na parang naging passion ko na.”

[Translation: Have constant communication with your audience. If they have a question, answer it. If they have a concern, respond to it. I, for example, am never away from social media. That’s probably why it became a passion for me.]

Leveraging Social Media for Your Business

According to Anna, it takes a good understanding of each social media platform in order to understand how it can help your business. After all, Facebook, Instagram, and TikTok have different uses, requirements, and audiences. And being a TikTok user herself, Anna has used its live selling features to grow Luxe Beauty and Wellness Group.

“Pag gumamit kayo ng TikTok, dapat ready kayo for the demand kasi once you try TikTok, magugulat ka na lang na ang daming orders na pumapasok talaga,” Anna explains. “Pero you have to be consistent of course. Kailangan na ipakita mo din na dedicated ka doon sa ginagawa mo. Hindi yung parang lulubog, lilitaw. Nag magpost ngayon tapos sa susunod na buwan na ulit.“

[Translation: When you’re using TikTok, you should be prepared for the demand because once you get into it, you’ll be surprised by how many orders come in. But of course, you need to be consistent. You need to show how dedicated you are to your business. You can’t just appear and disappear. You can’t post once, then post after a month.]

Authenticity is just as important. “Be natural. Be you,” she says, adding that what you project on social media should be your authentic self, as this is what your audience wants to see. “Kasi yun yung makikita ng mga tao, yun yung gustong makita ng tao. Yung ikaw. Kung sino ka.“

Instagram, however, tells a different story. “Instagram, it’s very aesthetic. Sa Instagram, parang kailangan maganda. Sa TikTok kasi kahit ano ka pa, yung tipong mga very raw. Also, si Facebook ganun rin. Parang TikTok si Facebook ngayon. Parehong gandang platform gamitin to communicate with your buyers and with your supporters as well.”

[Translation: Instagram is all about aesthetics. In Instagram, your content needs to look good, whereas, in TikTok, you can post anything—even raw content. Facebook works the same way. TikTok and Facebook are both good platforms when it comes to communicating with your buyers and supporters.]

Lessons Learned as an Entrepreneur

Dabbling in sales all her life has made Anna a seasoned entrepreneur—even more so now that she carries many brands under her wing. And with these successes come failures, mistakes, and lessons learned.

When asked what lessons she learned as medical sales representative, she shares her guiding virtue: patience. “Pag MedRep ka, kailangan may enough patience ka na hihintayin mo yung doktor simula noong pumasok siya hanggang sa maubos yung mga pasyente niya. Tsaka ka pa lang makakasingit para makausap yung doktor.“

“Sa business, ganun din, especially when you’re in sales,” she adds. “Yung mga tao will keep on inquiring [and] messaging you pero hindi naman sila agad bumibili. So kailangan ‘yung pasensya mo mahaba. Sagutin mo lahat ng tanong nila ‘cause naniniwala ako na baka sa ika-sampung tanong nila, ayan na yung bibili sila sayo.]

[Translation: When you’re a MedRep, you need to have enough patience because you’ll have to wait for the doctors—from when they report to work, up until they finish dealing with their patients. Only then can you talk to these doctors. The same way goes for running a business, especially when you’re in sales. People will keep inquiring and messaging you, but they won’t buy right away. This is why you need to be really patient. Answer all their questions because I believe that maybe at their tenth question, they’ll finally buy from you.]

Perseverance is just as important. “Kasi may iba, ang bilis mapagod, eh,” the entrepreneur opines. “May iba na pag nadapa, suko na. Ako, ilang beses na ako nadapa pero ilang beses din tayong bumabangon. So sa mga aspiring entrepreneurs, sa mga nagnenegosyo ngayon, normal ‘yung magfail ka sa una. Diyan tayo natututo. Diyan tayo mas pinatitibay. Diyan tayo nasusubukan.“

[Translation: There are other people who tire out easily. After falling once, they give up. I have failed many times, but every time I fall, I get up. For aspiring entrepreneurs, especially those with businesses, understand that it’s normal to fail at first. That’s where you learn. That’s how you get stronger. That’s what tests you.]

“So huwag kang tumigil,” she says firmly. “Huwag mong itigil kung ‘yan talaga ‘yung passion mo, ‘yan ‘yung gusto mong i-push sa buhay—lalo na kung naniniwala ka na may future talaga, na may mararating ito. Then, go for it. I-push mo lang ‘yan.”

[Translation: So don’t stop. Don’t stop if that’s really your passion and if that’s what you want to push for in life, especially if you believe that there’s a future for it.]

And lastly, Anna stresses on the importance of taking risks. “Of course, you have to be a risk-taker. Ang pagnenegosyo, sugal po yan at kailangan handa ka na mag-fail. Handa kang madapa sa umpisa until na maabot natin yung goal natin, yung success natin.“

[Translation: Of course, you have to be a risk taker. Doing business is a risk and you need to be prepared to fail. Be prepared to fall at the beginning, up until you reach your goal—to be successful.]

Text DIANE NICOLE GO

Photography EXCEL PANLAQUE of KLIQ, INC.

Videography JR RAMIREZ of KLIQ, INC.

Creative Direction NIEL JHED IBAY, assisted by ANDREA SANGO

Art Direction MARC YELLOW

Sittings Editor RJ LEDESMA

Stylist CHRISTINE SION, assisted by RONNIE GENORA

Makeup EMERSON GO, assisted by BENEDICT AUSTRIA

Hairstylist PAUL AARON

Shoot Coordination YNA SISON, ERIKA QUERUBIN, and TONI CALINGASAN

Shot on Location ANNA MAGKAWAS’ RESIDENCE