Entrepreneur turns crisis into opportunity

THE oft-quoted saying, "For every crisis, lies an opportunity," rang true in the case of social media personality and entrepreneur Anna Magkawas.

"We started selling the Luxe Skin antibacterial wipes because we saw a need for it during the pandemic. They were received well by the public. From there, we [offered] other products like lotion and soaps," Magkawas recounted at the "Forging Transformative Businesses From Innovative Enterprises" forum held recently by The Manila Times.

Prior to it, she was doing well selling luxury bags. But when Covid-19 struck, she had to think fast and find another stream of income.

Since Filipinos became more health-conscious, including being aware of skin care products, Magkawas put up the Luxe Beauty and Wellness Group, and launched a line of products such as soaps, lotions, wellness drinks and other goods which aligned with the pursuit of a healthy and more active lifestyle.

As demand for the products grew, Magkawas also made sure her brand was visible online. Apart from maintaining a website, she also took to social media platforms Facebook and Instagram, as well as various e-commerce sites, to promote and sell her products. Engagement with her followers was essential.

"They [were] a big help for us to [tap] other target markets, those not usually reached by regular websites. A bulk of our orders came from these sites," Magkawas said, adding that she likewise gave away vouchers and launched promos such as payday sales, which boosted profits.

"We were building a beauty and wellness ecosystem — from a single product to a multi-brand company," she explained.

Wanting Luxe to further expand and innovate, Magkawas said she will venture into pharmaceuticals.

"We're going to introduce our own vitamin E brand, 'Anna E', and pregnancy test kit, 'Sure Early.' These are also related to beauty and wellness," she noted.

Explaining her journey to becoming a trusted entrepreneur in just a few years, Magkawas said she practices honesty and integrity, and values consumer feedback while ensuring her products adapt to the changing times.

"We really value our integrity. [As for] my social media presence, I make sure to regularly post videos even if it gets tiring. Then there's continuous collaborations," she pointed out.

"As long as you're honest about your products, about what you're selling, people will trust you and keep coming back. Of course, quality products. I'm very hands-on with the whole process. I always listen to feedback to see where we can still improve," she added.