th images menu user export search eye clock list list2 arrow-left untitled twitter facebook googleplus instagram cross photos entrep-logo-svg

BeautyBox: Distributing international beauty products in a discerning local market

Learn more about the local distributor of a Japanese line of beauty and cosmetics products.
By Josiah Go |


Cheryl Chua and her husband were thinking of having their own business when she stumbled upon K-Palette eyebrow liner while buying an umbrella in Singapore. The packaging with a tagline "One Day Tattoo" eyebrow liner caught her attention since she has always been particular about her eyebrows. She searched for the supplier of K-Palette and got the distribution rights for the product. Cheryl, president of BeautyBox, shares her insights about her expanding beauty distribution business.

Question: K-Palette eyeliners, Cure exfoliant, and Kracie hair and skin care are all Japanese product lines with some cult following. Why Japan and why these products?
Answer: I personally love Japanese products because of their high quality and value for money. Plus, their skin type exactly matches our own, being Asians.

Q: Being a relatively new company that started only in 2011, how did you convince your principal to appoint you as their exclusive distributor?
A: We are very grateful for the trust and opportunity that K-Palette gave our startup company back in 2011.  I believe our principals saw our passion and dedication to bring this brand to the Philippines. Aside from that, our professional experiences and background also showed them that we were highly capable individuals.

Q: How were you able to penetrate a highly competitive cosmetic and personal care market as a startup?
A: Cliché as it may sound, it was through sheer hard work that we were able to penetrate the cosmetic and personal care market. Being a startup company with a very small team, we had to work hard and do a lot of things ourselves. We had to understand each and every step and process and this has been very helpful in growing the company to what it is now.  We also had to select the right retailer who could carry our brands that were already established in this industry.



Q: Your vision statement states that you will be the most trusted beauty and personal care distributing company in the Philippines. What exactly are you doing to make this happen?
A: Beautybox Corp. has been approached by many foreign companies seeking for a local distributor. But I am very meticulous in choosing the right brand and merchandise to bring in. I want our market to associate our company to be a distributor of brands and products that they know they can trust. I think I’ve done something right to gain their trust.

Q: What have you discovered about the beauty needs of the Filipinos? Are there any difference between men and women? What about difference between races and cultures?
A: Most of the Filipino men are still very basic when it comes to their skincare. There are only a few who actually go beyond the bar soap or facial wash.

In terms of race and cultural differences, the Japanese consumer would prioritize skin care over cosmetics while the Filipino consumer prioritizes the latter. Make up application wise, Filipinas tend to like more color in their faces as compared to the preferred natural look of the Japanese women.

Q: Which of your various marketing programs are you proudest of so far and why?
A: I am proudest that the brand K-Palette is continuously becoming the top of mind awareness for holy grail eyeliners and eyebrow liners. It has become a game changer in the cosmetics industry and that is what Beautybox Corp is all about.



For complete transcript as well as interviews with other thoughtleaders, please log on to



JOSIAH GO is the chairman of Day 8 Business Academy for SMEs and Waters Philippines.

Latest Articles