Rhea Anicoche-Tan, the visionary behind the renowned beauty brand Beautéderm, embodies the spirit of entrepreneurship and resilience. Her journey began in the modest city of Angeles, Pampanga, with a mere PHP 3,500 capital and a passion for beauty products that initially started as a hobby. What began as a simple pursuit quickly blossomed into a thriving enterprise, with Beautéderm becoming a familiar presence in shopping malls and expanding its reach to international markets like Singapore and New Zealand.
Anicoche-Tan’s entrepreneurial prowess is deeply rooted in her upbringing. Her mother, Pacita, instilled in her the values of hard work and resourcefulness, moonlighting as a seller of various home merchandise while also being a dedicated teacher. From her early years, Rhea demonstrated a strong work ethic, transitioning from being a DJ at a local FM station in Baguio to honing her sales skills by training a team at a global beauty company. Her talent and dedication eventually landed her a high-level position as a vice president and director of marketing at an appliance company in her late 20s.
At the age of 30, Anicoche-Tan took a leap of faith and launched Beautéderm. Reflecting on her decision, she recalls the crucial self-reflection she undertook: “‘Is this the right thing? Is this my path?’, I find that it’s important to ask yourself in anything you wish to do if you’re doing the right thing,” she shares. “Whatever path you are taking, as long as you feel it is the right thing, go for it. You will feel it in your gut.” This intuition guided her every step, proving to be an invaluable asset as she navigated the competitive landscape of the beauty and cosmetics industry.
Anicoche-Tan’s initial product was kojic soap, which she expanded into a comprehensive range of skincare sets called “Beauté Set.” These FDA-approved sets are specifically designed for Southeast Asian skin, catering to the diverse needs of Filipino consumers. Each set features sequentially numbered items, simplifying the skincare routine and focusing on minimizing pores, diminishing dark spots and scars, and enhancing skin luminosity. The goal was to foster Filipino confidence and celebrate the beauty of the Filipino people.
Anicoche-Tan’s path to success was not without its challenges. As a woman in a business world predominantly dominated by men, she faced traditional skepticism and doubts surrounding the growing demand for skincare products, particularly in a time before the rise of social media influencers and the beauty industry boom. However, she met these challenges with unwavering determination and a clear vision. “The world needs female entrepreneurs. We’re compassionate leaders and we’re truly dedicated. Look at the mothers who also are entrepreneurs. They teach their children, they do their job as mothers while running [an] empire. How impressive is that?’” she asserts. Anicoche-Tan believes women bring unique perspectives and skills to the business world, emphasizing empathy, collaboration, and a strong commitment to social impact. “We prioritize social impact and that’s the future,” she states.
Driven by her entrepreneurial spirit and a desire to empower women, Anicoche-Tan had a vision for Beautéderm that went beyond simply providing beauty products. She aspired to become a CEO at the age of 43 and also dreamt of securing endorsements from the country’s most celebrated celebrities. Today, her brand ambassadors include prominent figures like Piolo Pascual, Maja Salvador, Bea Alonzo, Marian Rivera, and Andrea Brilliantes, who affectionately refer to her as “Mommy Rei.” Beyond individual celebrities, Beautéderm has expanded its reach through a diverse ecosystem of brands, including A-list Avenue, Beautéhaus Skin Clinic, Beauté Beanery, AK Studios, and Blanc Pro, all centered around beauty and wellness.
At the heart of Anicoche-Tan’s success lies a simple yet powerful philosophy: “Dream big, stay humble, and always give back.” Her leadership has not only propelled Beautéderm to remarkable heights but has also transformed it into a platform for social change. The brand actively supports scholarships and community initiatives, demonstrating a commitment to making a positive impact on society. As Anicoche-Tan eloquently explains, “We are a brand that goes beyond what you can see. Beautéderm gives confidence, helps people, and shifts lives. We believe in making a positive impact and creating opportunities for a brighter future. That’s the legacy.”
Rhea Anicoche-Tan’s story is an inspiration to aspiring entrepreneurs and a testament to the power of female leadership in the business world. Her unwavering dedication, entrepreneurial spirit, and commitment to social responsibility have propelled Beautéderm into a successful venture and a beacon of hope for a more empowered and equitable future.
