Acee and Carlo Paita of Juju Glow are Cultivating Community

The Business Manual CEO Awards, in partnership with Juju Glow, celebrated the transformative power of leadership.

“People have to come first.” The words peppered the speeches delivered at the inaugural CEO Awards, summing up the collective sentiment among the business leaders in attendance. Needless to say, it was the core value that guided 20 of the Philippines’ most influential CEOs to entrepreneurial success.

Recognized by the publication on January 28 at Shangri-la The Fort, these leaders not only showcased exceptional leadership in their respective industries but also played pivotal roles in nation-building.

People Over Profit

Juju Glow founders Acee and Carlo Paita

Gracing the event as esteemed event partners, Juju Glow founders participated with the aim of nurturing the communities within the company and contributing to the flourishing of the business scene. “Hindi kami sa profit nakasentro kundi sa pagbabago ng buhay ng mga distributors at sellers namin,” Acee explained.

[Translation: We are not focused on profit but on changing the lives of our distributors and sellers.]

With ever-changing market conditions, there is a constant need to adapt to new marketing strategies and training methods for resellers. This requires collaborative efforts among the team, which has developed a synergy over the past three years. Currently, Juju Glow is actively developing new flavors with added benefits for its popular Freshies collagen drinks, set to be released this year. This exciting update allows consumers to mix and match these fresh new flavors with the brand’s existing favorites like avocado and melon throughout the day, enabling them to tailor their choices to meet specific needs.

Learning Curve

Yet, Juju Glow did not always experience such smooth sailing. When the skincare brand released its first product set, which included a toner, soap, night cream, and sunscreen for rejuvenation, Acee and Carlo faced the tough decision of phasing it out.

“Dahil maraming ng big players sa market at that time, nahirapan kami i-penetrate yung market, which is yun yung hindi ko nakita noong nagdecide kami ng first product. So yung first product na yun, phinase out na namin kasi alam ko sa sarili ko na hindi na namin kaya siyang ilaban,” shared Acee in her Start Up cover story.

[Translation: Because there were many big players in the market at that time, we had a hard time penetrating the market—which is something I didn’t anticipate when we created our first product. We eventually had to phase out that product because I know in my heart that we can’t fight for it.]

It was only when Juicy Tushie, the line introduced following the unsuccessful rejuvenation set, saw a 1,600 percent increase in sales within three months that the couple learned that setbacks are an integral part of the learning curve, serving as valuable opportunities to pinpoint areas for improvement.

Armed with lessons from their past experience, they embraced a more strategic approach with Juicy Tushie, carefully assessing the market to determine whether there was a niche for intimate care products. “Making a mistake can be a blessing,” remarked Acee. Carlo echoed her sentiment, adding, “Just make sure not to repeat it.”

Connecting to Community

The Business Manual CEO Awards is dedicated to honoring the most exemplary business leaders in the Philippines

As the founders reflect on their journey, they see it as just the beginning. Acee, expressing a sense of pride, remarked on the unexpected speed of their success, finding themselves present at prestigious business events. She acknowledged that achieving this milestone within just three years in the industry was beyond her initial expectations.

Acee emphasized their relative newness in the market, noting that businesses at this stage are typically just starting out. She shared, “Siguro medyo swerte din kasi, hindi kami sa profit nakasentro, so that’s one of the reasons siguro kung bakit blessed yung business namin.

[Translation: Perhaps, we’re a bit fortunate because we’re not solely focused on profit, so that might be one of the reasons why our business is blessed.]