IN A crowded beauty market with promises of overnight transformation, S & J Beauty is betting on “beauty from within” with consistency, community, and confidence.
Beauty and wellness brand S&J Beauty celebrated its expansion in Davao with an ambassadors caravan on Wednesday, Aug. 19, at Ayala Malls Abreeza timed with the city’s annual Kadayawan Festival celebration.
Founded in 2025 by CEO Jhazz Bonifacio, the brand has grown from a single idea into what its team now calls a community of “GlowMates,” a growing base of customers, resellers, and distributors that spans Davao City and the wider Davao Region.
The Davao leg gave customers and supporters an opportunity to connect with the brand while seeing some of its featured ambassadors.
The ambassadors’ caravan brought to Davao City famous content creators from “Team 911”: Forda Ferson, Kamangyan, Meldaga, and The Aguinaldos, and Pambansang Tall, Dark and Handsome (TDH) Anthony Constantino.
Standing out in a competitive market
When asked what sets the brand apart from established local and international skincare lines, Faith Corpuz, S&J Beauty marketing head, pointed to accessibility, practical pricing, and a customer-first approach.
“Ever since we started this brand, we want everyone to feel confident, from the inside. ‘Cause I believe being beautiful is not just about being beautiful outside, but how you feel inside. So, we want S&J Beauty to be part of your lifestyle, to be part of your everyday routine,” Corpuz said.
Corpuz said their in-home skincare solutions offer accessible alternatives to clinic treatments, especially their popular Botox-inspired facial wash line.
S&J Beauty also features wellness options like avocado milk drinks designed for active lifestyles and daily consumption.
The marketing head added that their active feedback integration lets them formulate products based directly on customer feedback, testimonials, and specific skin concerns ranging from dry to oily skin.
“In a growing beauty industry, we want to assure our Dabawenyo consumers that our products are practical, accessible, and effective. We don’t just want to sell products; we want to help address specific skin concerns,” Corpuz said.
The Botox Line: cleanse, care, protect
At the center of the brand’s product lineup is its best-selling Botox Facial Wash, known among customers for its “banat effect” or a tightening sensation, making it a staple in daily routines.
The product anchors what the brand calls its Botox Line, which also includes the Claire & Bright Set and a choice of regular or tinted sunscreens.
The S&J Beauty Botox Facial Wash is the cleansing step that helps start with a clean base. Then the S&J Beauty Claire & Bright Set, which is part of the skincare routine focused on maintaining a fresh, even skin tone and well-cared-for complexion.
Lastly, sunscreen is a very important part of the routine. Corpuz said S&J Beauty’s regular and tinted sunscreens give GlowMates options depending on what they prefer for the day.
“We always tell our GlowMates that skincare doesn’t have to be complicated. You don’t necessarily need ten or fifteen products. What matters is having products that complement each other and using them consistently,” Corpuz said.
Prioritizing Safety and Hands-On Formulation
Addressing safety and quality assurance concerns, S&J Beauty COO Gianne Rivera highlighted the company’s direct involvement in every stage of product development.
“We are very hands-on when it comes to the formulation of each product, from sampling to selecting ingredients. We want our customers to know that our products undergo proper testing, packaging, and distribution processes before reaching the market,”
Rivera emphasized that every product is personally tested by company leadership before every release.
“Alam na alam ng CEO kung ano ‘yung kailangan ng tao, and also, ginagamit niya kasi. This is, I think, the most important part if naghahanap tayo ng mga skincare na gagamitin natin, is dapat ginagamit siya ng owner, very hands-on siya when it comes to that,” Rivera said.
Growing through people, not just products
Brand ambassadors present at the event shared that their partnerships with S&J Beauty were built on personal product usage rather than immediate endorsement deals.
Influencers noted that they were given time to test the products continuously and build a genuine connection with the brand beforehand.
“For me, it’s actually finding a drink that actually tastes good, and I actually benefit from glowing skin, feeling good, and having a lot of energy. It was a main thing that I really wanted to endorse, something that I would actually use,” Constantino said.
Reflecting on their visit to Davao City during the Kadayawan season, Bonifacio expressed gratitude for the warm reception from the local community.
“From Day 1, we saw how warm, respectful, and welcoming the Dabawenyos are,” the CEO said.
For a brand less than two years old, S&J Beaty’s next phase of growth focuses not just on visibility and trend cycles, but on deeper community connection in an increasingly competitive market.
