SHARED Secrets Cosmetics Store- a new destination for indulgence and all things luxury from cosmetics to skincare and scents, officially opened on Saturday, October 18, 2025.
Shared Secrets brings to Davao City an exquisite collection of high-end skincare, makeup, and fragrances from some of the world’s most coveted brands– Dior, YSL, Burberry, Bvlgari, Prada, Good Girl, Charlotte Tilbury, among others.
All the products are straight from the beauty capitals of the world — USA, Japan, Korea, Australia, Canada and Europe.
“Most of our products are imported, so it’s different when these products are available in the city,” Arielle Louise Lu- Echavez, the CEO and Founder, shared.
How it started
Before Shared Secrets, Arielle Louise Lu- Echavez started to sell Japanese skincare products at The Mindanao Basket (TMB) Home of the Finest Steaks, which she also founded in 2020, when people started to inquire for make-ups and perfumes.
“TMB is known for food, so I’m like why not create another business that will totally highlight luxury make-ups, skin care, hair care for everybody,” she said.
For the name Shared Secrets, she said it was her husband, Nell Echavez, who thought of the name, derived from just simply sharing beauty secrets between a group.
“Everytime we ask, what’s our beauty secret? So it’s a shared secret, it’s supposed to be a secret, but we share it. We want to build a community where we can share beauty secrets,” she added.
Self-love, self-care
More than a cosmetics store, Shared Secrets is positioned as a happy place for self-love and self-care.
“If I ask you why you buy this make-up aside from spoiling yourself, it is for you to feel more beautiful,” she said.
She added the store aims to uplift everybody’s self-confidence by sharing beauty secrets and promoting the importance of taking care of oneself.
“Its a unique place because everybody is welcome from ladies, gents, LGBT community and also from students to golden age who wanted to pamper themselves,” she said.
Value for money
When it comes to pricing, Shared Secrets promote value for money as the product offerings are 120% authentic.
“We do not sell counterfeit goods, so even though our pricing is very competitive and lower than the mall and shops, rest assured it’s genuine and authentic,” she said.
The boutique is located at Unit 3, Casaloda Commercial Building, Juna Subd., Juna Avenue, Davao City just beside The Mindanao Basket (TMB) Home of the Finest Steaks.
